General Manager - F&B (New Market Launch)

Monroe Consulting Group, an Executive Recruitment firm, is partnering with an organisation in the Consumer sector to hire a General Manager - Indonesia (QSR/F&B Market Entry & Operations). This opportunity is based in Indonesia and offers the chance to lead the launch, operational establishment, and nationwide expansion of an international QSR/F&B brand.

Position Overview

Lead the market entry, launch, and operational development of an international QSR/F&B brand in Indonesia, ensuring successful establishment and sustainable growth.

Drive operational excellence, commercial performance, and expansion strategies while building a high-performing organisation aligned with global brand standards.

Key Responsibilities

• Lead the end-to-end market entry and launch of the international QSR/F&B brand in Indonesia, from pre-opening planning through operational execution and subsequent expansion.
• Develop and implement the Indonesia operational strategy in alignment with the brand's global standards and business objectives.
• Lead new store opening projects, including site readiness, operational setup, SOP implementation, staffing, training, supply chain readiness, equipment, vendors, and pre-opening activities.
• Work closely with global/regional stakeholders to adapt international operating standards, products, processes, and customer experience requirements to the Indonesian market while maintaining brand integrity.
• Establish and implement operational SOPs covering restaurant operations, food safety, quality control, service standards, inventory, manpower, and cost management.
• Build the initial Indonesia operations team, including Area Managers, Store Managers, and other key operational functions, and develop a strong leadership pipeline.
• Establish workforce planning, training, performance management, and operational reporting frameworks for the new business.
• Oversee day-to-day operations across outlets and ensure consistent execution of brand standards, service quality, food safety, and customer experience.
• Take full ownership of store-level P&L performance, including sales growth, labour cost, food cost, wastage, productivity, and overall profitability.
• Develop strategies to optimise store performance and establish scalable operating models as the business expands.
• Work closely with Finance, HR, Supply Chain, Marketing, Procurement, Training, and other functions to ensure seamless business and store operations.
• Identify and establish relationships with key local vendors, suppliers, service providers, and operational partners where required.
• Develop the operational roadmap for future store openings and nationwide expansion, including resource planning, operational readiness, and scalability.
• Monitor business performance through key operational and financial metrics and provide regular updates and recommendations to senior leadership.
• Act as a key representative of the brand in Indonesia, maintaining strong relationships with internal and external stakeholders.
• Continuously identify opportunities to improve operational efficiency, customer experience, profitability, and scalability.

Key Requirements

• Minimum 10 years of professional experience, with a strong track record in F&B, QSR, restaurant chains, café chains, fast-casual, or other multi-site food service businesses.
• Proven experience in a senior operations leadership position, such as General Manager, Head of Operations, Operations Director, or equivalent.
• Strong preference for candidates who have successfully led the entry and launch of a new international F&B/QSR brand in Indonesia, particularly from pre-opening/setup through the opening of the first stores and subsequent expansion.
• Demonstrated experience managing the end-to-end opening of new outlets, including operational planning, recruitment, training, SOP implementation, supply chain, vendors, equipment, and pre-opening readiness.
• Experience working with global or regional F&B brands and translating international standards into successful local operations.
• Strong understanding of the Indonesian QSR/F&B market, including store operations, labour, supply chain, food safety, local vendors, customer behaviour, and regulatory requirements.
• Proven track record in managing multi-site restaurant operations and large operational teams.
• Demonstrated ability to build teams and organisational structures from an early-stage or newly established operation.
• Strong experience in business expansion, new store openings, and operational scaling.
• Comfortable working with international stakeholders and senior leadership in a fast-paced, high-growth environment.
• Willingness to be highly hands-on during the initial market-entry and store-opening phase.

• Strong commercial acumen with hands-on experience managing P&L, sales performance, labour cost, food cost, inventory, wastage, and profitability.
• Strong understanding of QSR/F&B SOPs, food safety, service standards, operational excellence, and customer experience.
• Data-driven and commercially minded, with the ability to translate operational data into actionable business decisions.
• Experience adapting international operating standards, products, and processes to local market requirements while maintaining brand consistency.

• Strong leadership, stakeholder management, communication, and problem-solving capabilities.
• Highly strategic while remaining hands-on and execution-oriented, with the ability to operate effectively in a start-up/new market environment.
• Proven ability to lead, develop, and inspire high-performing operational teams.
• Strong organisational, planning, and change management capabilities.
• Ability to build collaborative relationships across internal and external stakeholder groups.