Sunday Batch’s Salt Bread Sales Reach Thousands of Loaves a Day

JAKARTA, Jakartaweekly.com—Consumer enthusiasm for Sunday Batch’s salt bread remains high as the brand enters its third month of operations in Kelapa Gading, North Jakarta. Sales of the product are reportedly reaching hundreds to thousands of loaves per day.

Sunday Batch Co-founder Andrian Harjanto said the strong sales reflected positive consumer response to the brand’s offerings.

“Regarding the enthusiasm of Sunday Batch enthusiasts, particularly in this area, we have now entered our third month. We are still seeing quite high levels of enthusiasm,” Andrian said at a Sunday Batch launch event in Jakarta on Thursday, Sept. 3, 2026.

He said Sunday Batch was selling hundreds to thousands of loaves every day.

“From the sales side, we are selling hundreds a day, thousands a day. So I can say that, to date, enthusiasm remains quite high,” he said.

Andrian said the strong market response had given Sunday Batch the confidence to consider opening its next outlet. For now, however, the company remains focused on the Kelapa Gading market.

“We are indeed looking for our next outlets. For now, we are still focusing on the Kelapa Gading area. But yes, we are looking for the next outlet,” he said.

He added that Sunday Batch could not yet predict how long the salt bread trend would last in Indonesia. According to Andrian, the longevity of a product depends not only on trends but also on a brand’s ability to innovate.

“Going back to what I mentioned earlier, I think innovation is what will maintain the sustainability of the brand or the product itself,” he said.

Sunday Batch has developed its salt bread with an emphasis on texture and the overall eating experience. Unlike the common practice of using an egg wash to give bread a glossy surface, Sunday Batch has opted not to use an egg wash.

Andrian explained that the decision came after a research and development (R&D) process aimed at achieving a crispier texture. The bread is baked at temperatures of around 180–190 degrees Celsius to ensure the butter caramelizes evenly and produces the desired crunchiness.

The ring-shaped salt bread, which resembles a doughnut, is also more than just a visual gimmick. According to Andrian, the shape allows more of the surface area to be exposed to heat, which also contributes to a crispier texture.

Sunday Batch is a sister company of Doe Darling, a brand previously known for its doughnuts. Sunday Batch, however, focuses on salt bread, emphasizing its savory character and distinctive texture.

For now, Kelapa Gading serves as Sunday Batch’s initial market and a testing ground for consumer acceptance before the brand expands to other locations.

Salt Bread Trend Continues

The salt bread trend has been present in Indonesia for several years. However, the savory bread has continued to maintain its appeal.

Another Sunday Batch Co-founder, Sidney Mohede, said salt bread remains popular in Indonesia partly because Indonesian consumers tend to enjoy savory flavors.

In addition, the texture of salt bread also appeals to many Indonesian consumers. This combination of flavor and texture, he said, is one of the reasons the bread has remained popular to this day.