The Legendary Delicacy of Pecel Pincuk Madiun Bu Pri at Citraland Surabaya

TIMESINDONESIA, SURABAYA – Pecel, this special menu has been legendary. The spicy-sweet taste of peanut sambal melting on the indigenous, fresh vegetable of Indonesia, studded by rempeyek (Indonesian peanut brittle) really indulges the tongue of the people who enjoy it.

Making the pecel seasoning is not difficult. The mixture of peanuts, garlic, chilies, brown sugar, granulated sugar, and lime leaves is roughly pulverized to make a good texture of sambal. As the extra, tempe and fried tofu are often used as the mainstay.

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One of the towns that is well-known for its pecel menu is Madiun. No wonders why Madiun is called as Kota Pecel. But, for you who live in Surabaya, you do not need to go too far to taste the deliciousness of pecel from Madiun.

In the corner of G Walk Citraland, West Surabaya, there is a pecel stall that is almost always crowded. The name is “Pecel Pincuk Madiun Bu Pri”. It is called ‘pecel pincuk’ because the dish is served on a banana leaf of which the tip is folded with a stick. It is classic and authentic.

The taste is guaranteed to be outstanding. Pecel Pincuk Madiun Bu Pri has been established since 1962 in its hometown. The hereditary business is now continued by the son, Pribadi (60), who expands the business to the City of Heroes. It is not an ordinary pecel, because Pak Pri, his nick name, also provides dozens of ready-to-eat side dishes, such as sunny-side-up eggs, fried chickens, Telur Bumbu Bali (Eggs in Balinese sauce), perkedel kentang (potato cakes), empal (spicy fried beef), dadar jagung (corn fritters), tempe bacem (sweet marinated tempe), and so many more.

Besides, there is also Penyetan, Rawon (black beef soup), and nasi goreng rawon (black beef soup fried rice). However, of course, the mascot is Pecel Pincuk Madiun.

“I continue my mother’s business that has been established since 1962. Coincidentally, I used to work in Surabaya, in one of the BUMN companies, and I have been retired. Eventually, what has been pioneered by my mother, Pecel Pincuk Madiun, is preserved in Surabaya,” explained the man who is known to be friendly to all of the customers.

The handmade pecel by Pak Pri is delicious, because he makes the seasoning himself by using the special recipe from his beloved mother from the selecting process to finishing. To those who do not like spicy food, don’t worry, because Pak Pri makes three variants of sambal, not spicy, medium, and spicy. So, pecel can be enjoyed by anyone.

 “Children also like to eat pecel here. Our customers are children to adults,” added that father of the three sons.

Although it has been opened since only two years ago, Pak Pri has opened the branch with 22 staff. When he was asked about the turnover, Pak Pri smiled while sharing his tips for success and encouragement.

“The turnover is enough for the production expense, staff salary, tax, and the rest of the operating cost can be used for travelling,” he said.

The man of the seven siblings applies the brand image system to develop the business. Of course with the hard work, work smart, sincerity, and thorough work, the result will be great.

“The branding is established and organized well for the pecel, then it expands to the other menu variations,” he continued.

For the future, Pak Pri also considers adding shops in East Surabaya to expand his business. Currently, Pecel Pincuk Madiun Bu Pri is on two locations, in Jalan Raya Darmo Permai 1 no. 70 (opens from 6 a.m. to 10 p.m. of Indonesia Western Time) and at G Walk (opens from 7 a.m. to 2 p.m. of Indonesia Western Time). (*)

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