Today we’d like to introduce you to Leni Kumalasari
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Can you briefly walk us through your story – how you started and how you got to where you are today. You can include as little or as much detail as you’d like.
Leni’s Background:
Leni grew up in a small village in Java, Indonesia, where she developed a strong interest in business from an early age. As a young girl, she spent her days looking after her parents’ small shop, learning the ins and outs of running a business. This experience ignited her entrepreneurial spirit, and she dreamed of bigger opportunities. When she moved to the USA, Leni started selling sarungs (traditional Indonesian garments) on Venice Beach, which further fueled her passion for business. Her dedication and determination laid the foundation for what would eventually become Simpang Asia.
Welly’s Background:
Welly’s childhood was marked by adversity. His parents separated when he was young, and he was raised by his grandmother and aunt. Growing up in a modest household, Welly found solace and inspiration in the kitchen, which he considered his second home. His time spent cooking with his grandmother instilled in him a deep love for culinary arts and mastery of home cooking. He also drew inspiration from the vibrant street foods of his hometown. Besides cooking, Welly had a keen interest in art, sports, and design. Inspired to explore new opportunities and unleash his creativity, Welly made the exciting move from Indonesia to the USA.
Their Journey Together:
In the USA, Leni and Welly’s paths converged, bringing together their complementary skills and passions. Leni’s business acumen and Welly’s creative talents formed the perfect partnership. While Leni primarily handles the business side of Simpang Asia, ensuring smooth operations and growth, Welly focuses on innovation. He constantly seeks new ways to enhance the restaurant, from designing new menu items to improving the layout and aesthetics.
A Perfect Partnership:
Leni and Welly’s unique strengths and shared vision have made them an ideal team to run Simpang Asia. Their combined efforts have transformed a small grocery store into a beloved restaurant, celebrating Indonesian cuisine and culture. Their journey reflects resilience, creativity, and a deep-rooted passion for their heritage.
Together, Leni and Welly continue to bring the rich flavors of Indonesia to the diverse community of Los Angeles, creating a dining experience that is both authentic and innovative. Their story is one of determination, partnership, and the pursuit of a shared dream, making Simpang Asia a true culinary intersection.
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Has it been a smooth road? If not, what were some of the struggles along the way?
Starting from scratch, we faced significant challenges with financing. We had no initial capital, making it difficult to get the business off the ground.
Without prior experience, we made many mistakes. Each mistake became a learning opportunity, helping us improve along the way.
As we grew, finding good employees became a struggle. Assigning jobs to new hires and supervising them to ensure they performed their duties correctly added to our challenges.
Crafting a menu that stayed true to our vision was difficult. We wanted to offer authentic Indonesian food, which required sourcing the right ingredients. Finding authentic ingredients was particularly challenging. We often had to drive around, searching for the perfect items to maintain the authenticity of our dishes. One of our biggest challenges was balancing authenticity with our ambition to attract a diverse customer base, including Indonesians, Americans, and more. We constantly worried that keeping the food too authentic might limit our appeal. We faced the ongoing challenge of being innovative while preserving authenticity. This required continuous effort and creativity to meet the needs of a wide range of customers.
Our ambition to grow the business faced hurdles due to current inflation. The rising cost of ingredients made it difficult to make improvements. Buying high and selling low was not a sustainable business plan in an inflationary environment.
These challenges have shaped our journey and continue to drive our commitment to bringing authentic yet innovative Indonesian cuisine to our customers.
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Please tell us more about your business or organization. What should we know? What do you do, what do you specialize in / what are you known for? What sets you apart from others? What are you most proud brand wise? What do you want our readers to know about your brand, offerings, services, etc?
Simpang Asia, where the vibrant flavors of Indonesia come alive in the heart of Los Angeles. Our journey is one rooted in family, passion, and the desire to create a unique culinary intersection. “Simpang,” meaning “intersection” or “junction” in English, perfectly embodies our mission: to be a meeting place where people from diverse backgrounds can connect over the delicious, authentic taste of Indonesian cuisine.
The story of Simpang Asia begins with Welly and Leni, Indonesian natives who brought their love for their homeland’s food to Los Angeles. Initially, Simpang was a humble grocery store, offering a variety of Indonesian products and snacks to the local community. This small store quickly became a cherished spot for those seeking a taste of home, and it was here that Welly and Leni realized their dream of expanding their offerings.
Inspired by the vibrant street vendors of Welly’s hometown, they decided to transform Simpang into a full-fledged restaurant. Their vision was clear: to share the rich culinary heritage of Indonesia with the world. What started as a grocery store evolved into Simpang Asia, a place where high-quality ingredients and traditional recipes come together to create a dining experience that is both authentic and innovative.
Today, Simpang Asia proudly operates two locations on the west side of Los Angeles, one in Palms and another in Venice. Each location serves as a testament to Welly and Leni’s commitment to bringing the best of Indonesian cuisine to a wider audience. The menu is a culinary journey through Indonesia, featuring dishes inspired by the street vendors and local markets of their homeland.
Our vision at Simpang Asia is to share the rich culinary traditions of Indonesia with the world. Our mission is to achieve customer happiness through authentic Indonesian culinary experiences and delightful service.
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What do you do, what do you specialize in / what are you known for?
We specialize in bringing the vibrant and diverse flavors of Indonesian cuisine to Los Angeles. Our menu features traditional dishes inspired by the street vendors of Indonesia, including favorites like Nasi Goreng, Sate, and Rendang. We are known for our commitment to authenticity, using high-quality ingredients and traditional recipes to provide an unforgettable dining experience.
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What sets you apart from others?
What sets Simpang Asia apart is our deep-rooted connection to Indonesian culinary traditions and our dedication to maintaining authenticity while embracing innovation. Our family-owned heritage ensures that every dish is prepared with love and care. Additionally, our dual focus on serving both the Indonesian community and introducing new customers to Indonesian cuisine creates a unique and welcoming atmosphere.
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What are you most proud of brand-wise?
Brand-wise, we are most proud of our ability to grow from a small grocery store into a well-respected restaurant while staying true to our roots. Our expansion to two locations on the westside of Los Angeles speaks to our commitment to sharing Indonesian culture and cuisine with a broader audience. We take pride in our loyal customer base and the positive impact we have had on our community.
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What do you want our readers to know about your brand, offerings, services, etc?
We want readers to know that Simpang Asia is more than just a restaurant; it is a place where cultural intersections occur, and culinary excellence is celebrated. Our offerings include a wide range of Indonesian dishes made from high-quality ingredients, ensuring every bite is a journey through the rich culinary landscape of Indonesia. We are dedicated to providing exceptional service, ensuring that every visit to Simpang Asia is a delightful and memorable experience. Whether you are an Indonesian native craving a taste of home or a food enthusiast eager to explore new flavors, we welcome you to join us at Simpang Asia.
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What were you like growing up? Personality wise, interest wise, etc.
Growing up, Welly and Leni had distinct personalities and interests. Welly is more introverted and loves exploring everything related to the arts, such as playing and listening to music, designing, cooking, and sports. Leni, on the other hand, is more extroverted and analytical.
Contact Info:
- Website: https://www.simpangasia.com/
- Instagram: https://www.instagram.com/simpangasia/?hl=en
- Facebook: https://www.facebook.com/simpangasia/
- Twitter: https://x.com/simpangasia?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
- Yelp: https://www.yelp.com/biz/simpang-asia-los-angeles
Image Credits
Images submitted to yelp account by manager.
