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How Ayam Goreng Nelongso Grew from a Street Cart to 70 Branches: The Untold Journey of Resilience and Success

From surviving on a single meal to managing a brand with 70 outlets, discover the inspiring true story behind Ayam Goreng Nelongso and how relentless grit can turn setbacks into legendary success.

Ever wondered how some businesses grow from nothing to national fame? This is the journey of Nanang Suherman, the founder of Ayam Goreng Nelongso, who started from absolute zero and built a fried chicken empire that inspires millions. Read on to uncover not only the secret recipe, but also the core values and unbreakable mindset that made it all possible.

The Humble Beginnings: From Poverty to Perseverance

Born in a small town by a polluted river, Nanang’s early life was marked by hardship. As an only child in a modest family, he was pampered but lived in scarcity. When he insisted on pursuing university despite financial struggles, he soon found himself forced to drop out due to lack of funds.

Instead of giving up, Nanang decided to take control of his destiny. In 2005, he began his entrepreneurial journey in Malang, starting from the lowest rung—selling newspapers at traffic lights. Even his own relatives felt embarrassed for him, but Nanang ignored the ridicule, focusing on surviving and growing.

Turning Adversity into Opportunity

Nanang’s resilience pushed him through many business failures—selling newspapers, running a used car dealership, working in computer sales, and even joining a bank. Every time he failed, he learned something valuable.

But life’s lowest points often spark the greatest ideas. When his ventures failed, he hit rock bottom, accumulating debts of over 1.3 billion rupiah. Yet, even while facing debt collectors and losing everything—including his home—Nanang and his wife stood strong, sleeping at gas stations and scraping by day to day.

Finding Purpose Through Family and Support

Building with Love and Grit

With a loving wife who supported him through thick and thin, Nanang found the courage to start over. They found a humble place to rent and, with just 500,000 rupiah, began a food stall using secondhand kitchen equipment left behind by the previous tenant. Nanang admits he couldn't cook, but with the help of "Grandpa Google" and "Grandma YouTube," he learned recipes and trusted his own taste buds.

Birth of Ayam Goreng Nelongso

His fried chicken business started small and slow. There were days when he sold only a single piece of cracker for 500 rupiah. Many people doubted him, but Nanang kept going, motivated by his wife and the lessons from each failure. A turning point came when his bebek (duck) dish accidentally overcooked, but rather than waste it, he served it—and it became a surprising hit!

• He embraced mistakes as lessons, turning failed dishes into new menu ideas.
• He adapted quickly, always looking for opportunities in every crisis.

Branding with Heart

The name "Ayam Goreng Nelongso" (which means “Miserable Fried Chicken”) was born out of struggle—Nanang sold only chicken wings and feet, the “sad” parts, at the lowest price. The name stuck and, through word of mouth and relentless hustle, the business began to thrive.

Scaling Up: From Crisis to 70 Branches

Overcoming Setbacks and Fires

After early success, disaster struck again—a fire destroyed his second branch. But in true entrepreneur spirit, Nanang saw an unexpected silver lining: the media coverage made Ayam Goreng Nelongso even more famous, giving him exposure he could never afford.

• He turned adversity into free publicity.
• He rebuilt stronger, always learning from each obstacle.

The Secret Recipe: System, Values, and People

Nanang’s secret is more than just chicken. He built a business system from day one, training every staff member in-house and focusing on hiring good people, not just skilled professionals. His philosophy: "It’s better to make good people smarter than to try and make smart people good."

He standardized recipes and processes so every branch delivered the same taste and experience, just like big fast-food brands.

Leadership and Family Values

The values Nanang practiced at home—resilience, honesty, responsibility—became the backbone of the company. He raises his children without spoiling them, encouraging independence and critical thinking, and avoids letting gadgets rule their lives.

He and his wife faced every challenge side by side, never giving up on each other or their dreams, no matter how hard the journey got.

Key Lessons for Aspiring Entrepreneurs

• Start with what you have, not what you wish for.
• Embrace every failure as a lesson.
• Surround yourself with good people, both at home and work.
• Stay humble and willing to learn, no matter how much you grow.
• Never let adversity steal your dream—find opportunity in every challenge.

"Luck doesn't exist. What exists is perseverance, the courage to seize every opportunity, and the will to keep moving forward—even when you're at rock bottom."

Inspiring Insights

• Ayam Goreng Nelongso started from a food cart and grew to 70 branches nationwide.
• The founder’s journey was full of ups and downs—bankruptcy, debt, and sleeping at gas stations—but he never gave up.
• The most powerful "secret recipe" is resilience, adaptability, and a positive mindset.

Conclusion

The story of Ayam Goreng Nelongso proves that anyone can rise from humble beginnings to build something extraordinary. It’s not about instant results, but about relentless effort, integrity, and the willingness to keep learning.

Have you ever felt like giving up? Or have you started something from scratch? Share your journey in the comments below, spread this story for motivation, and follow the blog for more inspiring content!

Labels: Self Development
References:
Resep Rahasia Ayam Goreng Nelongso Sampai Memiliki 70 Cabang
Channel: Pecah Telur
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