Indonesian artist Aldi Taher is once again generating buzz, this time thanks to the wildly popular promotion of his burger stall, Aldi’s Burger. The key to his success? A remarkably spontaneous and unconventional marketing approach that’s captured the attention of social media users across the country.
Aldi’s Burger, which launched on January 23, 2026, offers burgers in three sizes – small, medium, and jumbo – and has quickly become a talking point thanks to Taher’s unique promotional tactics. The eatery is even preparing to set up a booth at the popular Pestapora 2026 music festival, a testament to its rapid rise in popularity.
What sets Aldi’s Burger apart isn’t gourmet ingredients or a sophisticated design, but rather Taher’s savvy understanding of the Indonesian internet and his willingness to embrace the unexpected. He’s been flooding social media comment sections – often those of prominent musicians like Mahalini and Rizky Febian – with enthusiastic, repetitive plugs for his burger joint.
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His signature phrase, “Aldi’s Burger Cempaka Putih rotinya lembut dagingnya juicy,” has become a meme in its own right, driving traffic to his location on Jalan Cempaka Putih Timur 12 Nomor 18, Jakarta Pusat. He continues the phrase by adding “lucy,” which sounds similar to the Indonesian musician Juicy Luicy, and then name-drops other artists like Mahalini and Rizky Febian.
“Aldi’s Burger Cempaka Putih rotinya lembut dagingnya juicy luicy feast hindia mahalini rizky febian bisa pesan online,” Taher proclaims in his posts.
The unconventional promotion has sparked curiosity and drawn attention from both fellow artists and food vloggers eager to strive the burger for themselves. This strategy highlights the growing power of viral marketing in the competitive culinary world.
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Aldi Taher mengaku hanya asal komentar di akun orang terkait promosi usaha burgernya. Foto: TikTok @transtvofficial
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Taher recently revealed the origins of his unique promotional style. In a March 15 interview on the television program ‘Rumpi No Secret,’ which was later shared on TikTok @transtvofficial, he explained that his approach is entirely spontaneous.
When asked about the recipe, the 1983-born artist admitted there wasn’t much to it. “If it’s a burger, I don’t reckon there’s a recipe, really. There’s bread, there’s meat, and the bread is soft, the meat is juicy, Lucy, Mahalini, Rizky Febian,” he said to host Feni Rose.
Prior to Aldi’s Burger, Taher operated a mie ayam (chicken noodle) stall at the same location. He clarified that he didn’t switch to burgers because the mie ayam wasn’t selling well, but rather because preparing the chicken topping was time-consuming, given his other commitments like filming and singing.
“With a burger, it’s like you already have the bread, then you just grill the meat,” Taher explained.
Regarding his marketing strategy, the 42-year-old artist insisted there’s no secret formula. “I just type it out randomly. Like offering, ‘Hey, do you want to buy a burger?’ That’s it,” he said.
Taher added that he recently downloaded the Threads app and began promoting his burger in the comment sections of anyone who appeared on his explore page.
 Begini tampilan tiga macam ukuran burger yang ditawarkan Aldi’s Burger. Foto: Dita Aliccia Armadani |
“I don’t realize if it’s going viral or not, I just comment. I’ve only had Threads for 2-3 days,” the artist stated.
Netizens have been quick to react to the story behind Aldi’s Burger, with many finding it amusing. One commenter on the TikTok video praised Taher’s consistently “fresh” marketing tactics, writing, “Every time I observe his account, I just laugh. His marketing is so fresh, it’s funny but not annoying. Fortune really doesn’t switch hands.”
Another user commented, “Seriously, when Aldi starts to fade from the news, he always comes up with an idea to move viral again, and it’s mind-blowing, it’s funny.”
Although Aldi’s Burger is a relatively new venture, its unique promotion has created long lines of customers. Sales have jumped from approximately 100 burgers a day to nearly 400 in recent weeks.
The burgers are available in three sizes, all with the same ingredients – bread, vegetables, and meat – with the difference being the size of the patty. Prices range from Rp 24,000 for a small burger to Rp 29,000 for a medium burger and Rp 65,000 for a large burger with a 250-gram patty.
(aqr/adr)
