The success of Rocket Chicken as one of the largest fast food restaurants in Indonesia is inseparable from the inspiring journey of its founder, Nurul Atik. This man from Jepara, Central Java, built his business from scratch and now has thousands of outlets spread across various regions. What is the inspiring story of this Rocket Chicken entrepreneur? Let’s discuss it.
Career Journey
According to idxchannel.com, Nurul Atik started his career as a cleaning service staff member at a well-known fast-food restaurant, California Fried Chicken (CFC), in Semarang, Central Java, in 1986. Born on June 25, 1966, he was forced to put his dream of continuing his education on hold due to his busy work schedule.
As a cleaning staff member, his salary was barely enough to get by. He earned around Rp35,000 per month, which he had to divide to cover various living expenses such as food, transportation, and rent. To save on transportation costs, he chose to walk to work. Despite his meager income, Nurul Atik remained dedicated to his work and did not give up. Little did he know that these difficult times would mark the beginning of an inspiring story toward becoming a successful entrepreneur.
Thanks to her hard work and good performance, Nurul Atik was given the opportunity to be promoted to cashier for six months. He was then trusted to become a supervisor and eventually a manager. Her career at CFC Semarang was quite rapid, as it didn’t take long before he was trusted to become an area manager. He worked at the fast-food restaurant for approximately 10 years before deciding to leave.
Starting the Business
After achieving success in her career at CFC Semarang, Nurul decided to venture into business. He partnered with a colleague to establish a fast-food restaurant named “Quick Chicken.” However, differences in vision with her partner led her to step down from her position as director, despite receiving a substantial salary.
This inspiring story continued when Nurul shifted to a small-scale business selling fried snacks in Kalasan, Yogyakarta, for two years. However, he felt that the business was not promising. Drawing on her years of experience in the fast-food industry, he decided to try her luck again by starting her own fried chicken business.
The Birth of Rocket Chicken
In early 2010, Nurul Atik invited her brother to open a fried chicken business with a franchise concept. Initially, he wanted to name the business “Royal Chicken,” but after receiving various suggestions, he changed it to “Real Chicken.”
The name was considered unappealing, so he eventually searched for a better one while inside a bathroom. There, he found inspiration and changed it to “Rocket Chicken”—a simple yet impactful decision. That choice marked the beginning of an inspiring story of a local entrepreneur building her business from scratch. On February 21, 2010, the first Rocket Chicken outlet officially opened on Wolter Monginsidi Street in Semarang.
Within a year, the business expanded rapidly with 100 new branches across Central and East Java. In 2012, Rocket Chicken received the “Leader Market” award from the Ministry of Industry for its remarkable business growth, solidifying its position as one of the most inspiring entrepreneurial stories in Indonesia’s culinary industry.
Since receiving recognition in 2012, Rocket Chicken has continued to grow rapidly. From its humble beginnings with just one outlet, it now has over 1,030 branches across Indonesia. The business also provides employment for over 6,000 people, the majority of whom are high school graduates.
Rocket Chicken’s success is also evident in its impressive revenue. In 2025, the company’s annual revenue reached Rp1.2 trillion, with monthly income exceeding Rp100 billion. This inspiring story has made Nurul Atik one of the most successful culinary entrepreneurs in Indonesia.
From Sweat to Success: The Inspiring Journey of a Successful Entrepreneur
The success story of Rocket Chicken is not just about the growth of a local fried chicken franchise. It is a story of hard work, self-transformation, and the ability to see opportunities amid limitations. Nurul Atik, the founder, proves that success isn’t just for the rich or highly educated. It’s for anyone who works hard, keeps learning, and never gives up when facing failure.
This inspiring story has now become one of the most inspiring tales of successful entrepreneurs, inspiring many young people. From the lowest position—as a cleaner—Nurul Atik is a living example of upward social mobility based on meritocracy.
He earned only Rp35,000 per month, but he chose to stay disciplined and work hard rather than complain. While many gave up or changed jobs, Nurul persevered and proved her worth: diligent, loyal, and competent. People often overlook these foundational qualities when they talk about someone’s success story.
Nurul’s steps in building her first business, Quick Chicken, demonstrated a strong entrepreneurial spirit and instinct from the start. However, he was also wise to step down from a strategic position when her vision no longer aligned. This decision showed an entrepreneur’s courage lies not just in starting, but in stepping back to protect integrity and goals.
Her failure in selling fried snacks became a pivotal moment that changed everything. It wasn’t due to the small scale, but because he knew success must align with skills built over a decade. Ultimately, he decided to return to the world he had mastered completely. The inspiring story of Nurul Atik reminds us that success requires understanding limitations and using them wisely through persistence.
From a Simple Idea to a National Business
The name “Rocket Chicken” came from a simple reflection in the shower, not from a formal business meeting. This proves that innovation does not always emerge through structured discussions or professional brainstorming sessions. In fact, brilliant ideas often emerge from proximity to the market, real-life experiences, and a willingness to keep experimenting. Even from the most unexpected places.
A strong yet down-to-earth branding strategy is one of Rocket Chicken’s key advantages in competing with large international brands. This inspiring story is a real-life example of an inspiring entrepreneur who saw great opportunities in simple things.
Rocket Chicken has experienced rapid growth thanks to its inclusive franchise system. Its commitment to hiring local workers, especially high school graduates, and expanding to over 1,000 outlets, proves that this business is successful not only financially but also socially. Nurul Atik builds her business by staying true to local wisdom and empowering the local community.
The achievement of a turnover of Rp1.2 trillion is not just a number, but proof of a long journey that began with limitations. Amidst the rise of start-ups chasing instant valuation before proving their sustainability, Nurul built Rocket Chicken organically, prioritizing customer trust and experience. Entrepreneurs like Nurul remind us of the true essence of business: creating added value and opening opportunities for others to grow.
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