KUDUS – Transforming a culinary business involves far more than just updating a name or refreshing a menu. Expanding a restaurant concept ripples through the entire internal ecosystem, from kitchen staff preparing dishes and service teams attending to patrons, to cleaning crews maintaining a welcoming atmosphere and management ensuring seamless operations for family groups.
This evolution defines the journey of Warung Makan Haji Igun at the United Square complex on Jalan Lingkar Utara, Kudus. Previously known as Nasi Kulit Mak Igun, the establishment has undergone a rebranding that introduces a more diverse menu. Kudus was selected as the launch site for this initiative, creating new economic opportunities for the local community.
For owner Ivan Gunawan, this shift is a strategic move to reach a broader market. Established in 2024 with a focus on crispy chicken skin, Warung Makan Haji Igun now shifts toward homestyle cuisine with an extensive variety of side dishes.
The rebranding was officially unveiled in mid-August 2026. Gunawan noted he did not want to project an exclusive or rigid restaurant image, opting instead to maintain the warm, accessible, and unpretentious atmosphere of a traditional eatery.
United Square, Jl. Ring Road Utara, RT.001/RW.001, Candi Baru, Singocandi, Kec. Kota Kudus, Kabupaten Kudus, Jawa Tengah 59314, Indonesia
"This isn't a restaurant, guys, it's a warung. The concept is simple homestyle cooking with a wide selection of dishes," said Igun on Saturday (8/15/2026).
This new concept sheds the restaurant's reliance on a single signature dish. Crispy chicken skin is no longer the sole star, but rather part of dozens of other delicious offerings. This diversity is intentional, ensuring that customers enjoy a fresh and engaging dining experience with every visit.
To cater to diverse palates, Warung Makan Haji Igun features approximately 30 menu items. This variety is designed to keep patrons returning to sample different dishes.
Featured and Signature Dishes:
Beyond the palate-friendly variety, pricing remains a key focus. The Nasi Kulit Lengkap package starts at IDR 13,900, with other favorite sides priced in the low tens of thousands of rupiah. This affordability makes the establishment an ideal choice for daily dining without breaking the bank.
Another strategic decision involves the menu’s direction. Warung Makan Haji Igun has consciously chosen not to serve iconic local Kudus dishes like soto Kudus or lentog tanjung.
This approach respects the local businesses that have preserved regional culinary traditions for decades. The restaurant aims not to compete with these traditions, but to offer an alternative selection of authentic Indonesian and Peranakan home-style cooking.
"I intentionally created a different atmosphere and a unique set of options, ensuring the people of Kudus have a variety to choose from," he explained.
By introducing a new culinary space, Kudus residents and tourists alike now have more options for dining with family. The welcoming atmosphere serves as an added value for locals seeking variety in their daily meals.
The shift in concept has quickly captured public attention, fueled by momentum on social media platforms like Instagram and TikTok. News of the opening has circulated widely, drawing interest from various circles, including local content creators.
M. Daffa Nugraha, a teacher at SMP 5 Kudus and a local influencer, was among those eager to experience the new concept firsthand. He highlighted three key draws: affordable pricing, quality menu options, and a comfortable ambiance.
According to Daffa, the venue's classic-inspired aesthetic creates a relaxed dining experience.
"The food is the main attraction, and it is notably more affordable than other restaurants. Plus, the atmosphere is engaging, with a semi-classic feel," Daffa said.
The Sautéed Squid Skin Rice dish particularly stood out to Daffa for its savory profile and heat level, which he noted aligns well with the local palate in Kudus.
"It has a spicy kick that really suits the taste buds of people in Kudus and the surrounding areas," he added.
This social media visibility has effectively converted online engagement into foot traffic, with patrons lining up to enjoy meals on-site. Social media has served as a bridge, instantly introducing the establishment's new identity to the wider community.
The location of Warung Makan Haji Igun at United Square Kudus offers significant strategic value. Situated in an integrated complex featuring coffee shops and souvenir centers, the area has become a convenient stopover for travelers.
Key features of the site include:
The availability of space and adequate parking is essential for Kudus, which frequently hosts regional events ranging from religious gatherings and pilgrimages to sporting championships. The demand for dining venues capable of serving large groups efficiently is a major opportunity that this restaurant is equipped to meet. Managing high-volume arrivals requires seamless coordination and operational efficiency from the service team.
"It serves as a gathering point, and thankfully, our eatery has spacious parking. Travelers stopping by can even park their buses, and the area is large enough to accommodate groups," Igun said.
Behind the bustling queues and the kitchen's activity lies an economic engine that supports numerous jobs. The expansion of the menu requires a more skilled culinary team, while increased foot traffic demands heightened staff efficiency to ensure customer satisfaction.
While specific data on job creation has not been released in detail, the presence of an establishment at this scale provides a clear boost to local employment.
A culinary business operates as a complex chain. From ingredient sourcing and food preparation to final service, every step requires careful coordination. As an eatery grows, it creates greater opportunities for the local community to participate and generate income.
Choosing Kudus for the launch of this new concept serves as a vital foundation for Ivan Gunawan’s future business strategy. The city acts as a testing ground to refine operational systems before further scaling.
Igun identified Surabaya, Malang, Jakarta, and Bekasi as target cities for future development, noting that the expansion will proceed in phases.
"Innovation is an ongoing, gradual process," Igun added.
This measured approach allows management to continuously evaluate food quality and service standards. Regular innovations will be implemented to ensure that every new location consistently meets expectations for culinary enthusiasts across the country.
The success story of Warung Makan Haji Igun in Kudus demonstrates that the culinary business is rooted in building relationships, both with patrons who enjoy the meals and with the team working behind the scenes.
From the outside, visitors may simply notice a new sign, warm decor, and an array of appetizing dishes offered at affordable prices. Yet, inside, there is a pulse of economic activity that sustains many livelihoods and drives the local economy.
Warung Makan Haji Igun has now begun a new chapter in Kudus. Its arrival not only adds a fresh dimension to the region's culinary landscape but also reaffirms that the simplicity of home-style cooking holds a special place in the community. The journey of this modest eatery proves that culinary success is measured not only by taste, but by the tangible impact it provides to the surrounding community. (OEB/mainkekudus)
