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You might have heard of Bobby Saputra, the Instagram personality whose entire persona is, well, being rich and spoiled. Before the Richard Milles flexes and exaggerated billionaire skits, basically showing us peasants how the top 1 percent allegedly lives, @supercoolben (real name: Ben Sumadiwiria) was actually a chef.
Last year, he put his chef’s hat back on and opened Bobby’s Burger.
When I got the invite for the third branch’s opening at Pondok Indah Mall 3 in South Jakarta last month, I walked in skeptical, hungry and curious, mostly because you could smell the grill from two stores away. This branch leaned into a stripped-down burger-and-fries concept, unlike the Ashta outlet, which also serves chicken.
It was 3 p.m. I hadn’t eaten, and my standards tend to soften when my stomach is empty, so I kept that in mind. The host apologized in advance for the wait, opening-day crowds, mostly friends and family.
Ben himself was there, fully in Bobby mode, the self-proclaimed son of the richest man in Indonesia and fourth richest in Asia, joined by his fictional father, William Saputra, holding a mini meet-and-greet in the corner.
While waiting, the branding started to land.
The cooks wore T-shirts printed with Bobbyisms: “Life So Hard” (even when you’re a billionaire) and “99 China Points”, his made-up rating system for literally anything he touches.
I was handed “Bobby Money” and a flower by the man himself. A banner of his “father” read: “I’m proud”, a joke that lands instantly if you grew up Asian, where parental pride is the rarest commodity of all.
A more practical banner listed a 15–30-minute wait time, especially during peak hours, since everything is made-to-order. Apparently, even billionaires can be transparent.
But theatrics aside, the real question hovered above it all: Is the food actually worth paying, and waiting, for?
With three branches opened in under a year and plans to expand to Malaysia and Singapore, either the burgers are solid, or Bobby’s meme empire really does sell.
Either way, I was about to find out.
Bobby’s Double
Double 100% prime beef patties, onions, pickles, cheese and the Billionaire Sauce
I went for the basic, no-nonsense option for Rp 78,000 (US$4.62).
Let’s start with the foundation. The bun is sweet and soft. The patties are thin, smashed with onion slices until the edges crisp into a delicate lace.
Don’t expect dramatic juice spills, this isn’t a butter-heavy smashburger that collapses mid-bite, but it works. The onions caramelize beautifully and are never aggressively pungent.
Then, there's the Billionaire Sauce. No one seems to know exactly what’s in it, Google included. It’s orange, umami-forward, vaguely Thousand Island dressing, but deeper, with more savory and attitude. Whatever it is, it holds the burger together.
Overall, I like it. It’s your simple all-American burger that hits the spot.
Bobby’s Deluxe (108k)
Double Wagyu patties, onions, lettuce, tomato, cheese, Billionaire Sauce and Mezzetta chili on the side
First impression? The packaging is… extra. Unnecessarily extra for a single burger. It even tells you to post and tag them for a chance to win a monthly Rp 1 million raffle. Peak influencer energy. Honestly, I respect the hustle, but it made me laugh.
Inside, there’s a chubby Mezzetta chili. I can’t handle chili, so I stared at it like a dare I never agreed to.
Taste-wise, Bobby’s Deluxe feels like a rich-people Big Mac. It’s good, but I actually prefer the cheaper Double. The lettuce and tomato dilute the flavor, and Wagyu loses its meaning when smashed into thin patties.
You’re paying more without tasting much difference.
My advice: Skip this. Stick with the Double. It’s cleaner, and if you want vegetables, get a salad somewhere else.
Tallow Fries
Fries cooked in pure beef tallow, served with Billionaire Sauce
This is the real star.
Crispy, rich and properly salted, these French fries, priced at Rp 38,000, are exceptional.
Fries are one of my favorite foods; I’ve tried a lot, everywhere, and I don’t say this lightly: They are the kind that makes you slightly guilty without knowing why (it’s the extra fat from the tallow coating each fry).
If you're feeling extra, you can get the Filthy Fries, topped with a smashed patty, cheese and a drizzle of Billionaire Sauce for Rp 78,000.
But honestly, the plain version is enough.
Final verdict
Would I say this place is exceptional? Probably not.
Is it a good, rewarding lunch? Yes. Comforting, even.
Because at the end of the day, it’s a burger joint. It scratches the itch.
Tip: Go for the Package Deal, Bobby’s Double and Tallow Fries, for Rp 98,000. Perfect portion for lunch or a pick-me-up when Jakarta life feels too hard (because, unfortunately, most of us are not billionaires).
I took everything home for a second round. Five minutes in the air fryer and the burger still holds up, less fluffy bun, more buttery indulgence. Perfect for a 2 a.m. bite.
The fries, however, are best eaten fresh. Reheat them and the fat reveals itself fully. That’s when the guilt sets in.
All in all, worth every 99 China Points.
