Collaboration with Aldi Taher, the World Burger Festival Presents a Variety of Local Burger Delights in One Place
JAKARTA - Burgers are increasingly finding their place in the hearts of Indonesian culinary lovers. No longer just fast food, burger dishes are now presented in various creations that reflect the creativity of local culinary business actors.
The phenomenon can also be seen from the increasing number of local burger brands that have emerged in recent years. Business actors are also competing to present concepts that are closer to the lifestyles of urban people who want practical food, easy to enjoy, but still offer a different experience.
Seeing this development, GrabFood through Grab Puas Food Market collaborated with celebrity Aldi Taher to present the World Burger Festival which took place on June 5-7, 2026 at Chillax Sudirman, Jakarta.
This festival presents 18 burger tenants who have gone through the curation process to provide a diverse menu selection for visitors.
Country Marketing & Communications Head of Grab Indonesia, Melinda Savitri, said the collaboration was based on a shared vision to provide a wider culinary experience for the community.
"We see Aldi as a very innovative figure and understand what the public likes. When the ecosystem owned by Grab is combined with the creative ideas he brings, the concept of the World Burger Festival is born," said Melinda in a press conference in Jakarta, Friday, June 5.
According to him, people's habits in enjoying culinary also continue to change. If previously the delivery service was the main choice, now many consumers want to experience the culinary experience directly, try various new menus, and make eating activities as part of recreational activities.
"People now like to explore food. They not only want to eat, but also look for new experiences. From there, the idea came to gather various quality restaurants in one place so that people can enjoy many culinary options at once," he said.
Melinda assessed that the current burger trend is growing quite rapidly because the food is relatively easy to enjoy by various people. In addition to being practical, burgers are also considered flexible to be created into various concepts and tastes.
"Burgers are trending. Many new brands are emerging with interesting innovations and are accepted by the public. This is a food that can be enjoyed by various groups so that the potential is quite large," he said.
This festival is also a space for culinary business actors to introduce their products to more consumers. Through the food market concept, visitors can explore various burger choices in a more relaxed and interactive atmosphere.
The tenant selection process is carried out through collaboration between the organizer and Aldi Taher. In addition to considering product quality, menu variety is also one of the important factors for visitors to get a diverse experience.
"We want to make sure that the options that are present are really interesting and liked by the community. There are tenants recommended by our team, there are also those who come from Aldi's network and recommendations. All are chosen to create a pleasant experience for visitors," said Melinda.
Meanwhile, Aldi Taher sees collaboration as one of the keys to the birth of innovation in the culinary industry. According to him, business actors do not need to see each other as competitors, but as partners who can grow together.
"I believe that innovation comes from collaboration. There is no need to see other brands as competitors. In fact, when we support and cooperate with each other, opportunities will open up," said Aldi.
He hopes that a similar concept can be developed in other cities in Indonesia and involve more local culinary business actors from various food categories.