# Gultik & Soto Masnug > A gulai tikungan and soto brand in Banyumanik, Semarang: street-food flavour with five-star quality, rated 5.0 from 300+ Google reviews in six months. Traditional gultik and soto rarely come with a place a young customer wants to stay in. Masnug keeps the recipes and raises everything around them: a comfortable space, a standardised kitchen, a six-person team, and marketing with Semarang food creators that passed 580K TikTok views. - 5.0 Google Maps rating from 300+ reviews within the first six months. - 580K+ TikTok views and 30K+ likes from Semarang food creators. - A standardised kitchen and a six-person team, with procurement run by the founder. - 5.0 Google Maps rating - 300+ reviews in the first six months - 580K+ TikTok views from creator videos - Role: Founder and Owner - Period: Since Mar 2024 - Stack: Brand positioning, Creator marketing, F&B operations, Procurement, Instagram, TikTok - Instagram: @masnug.official (https://www.instagram.com/masnug.official/) - TikTok: @masnug.official (https://www.tiktok.com/@masnug.official) **TL;DR** Gultik & Soto Masnug is a gulai tikungan and soto brand in Banyumanik, Semarang, founded by Nugraha Labib Mujaddid in March 2024. Built around "street-food flavour, five-star quality", it earned a 5.0 Google Maps rating from 300+ reviews in its first six months and 580K+ TikTok views from Semarang food creators. ## What Masnug is Gulai tikungan ("gultik") and soto are street-food staples that most Indonesians already love. What they usually lack is a place a young customer would sit down in, photograph and come back to. I founded Gultik & Soto Masnug in March 2024 in Banyumanik, Semarang, about ten minutes from the UNDIP Tembalang campus, to bring those traditional recipes into a comfortable place to eat and hang out, with WiFi and board games, for Gen Z, families and the neighbourhood. > Street-food flavour, five-star quality. (The positioning of Gultik & Soto Masnug) That line is the whole strategy. The recipes stay traditional, because that is what people come for. Everything around the plate, from the space and the service to the portions and the way the brand speaks online, is raised to a standard the usual gultik stall does not aim for. ## What I built I own and run the business: brand, operations, team, procurement and marketing. **The operating system behind the plate** - Standardised production: Recipes, portions and preparation steps are fixed, so the taste stays the same whoever is on shift and the kitchen is ready to scale. - A team of six: Training, task allocation and performance reviews, so service quality does not depend on one person. - Procurement and budget: Supplier negotiation and daily budget control, where a small kitchen's margins are won or lost. - A place to stay: A comfortable space with WiFi and board games that turns a quick meal into a place to hang out. ## Marketing with Semarang food creators Masnug's marketing leans on local food creators rather than paid ads. Their videos, reposted on the Masnug TikTok account, add up to more than **580K views and 30K likes**, and the most popular one passed **140K views**. Masnug's own Instagram and TikTok accounts fill the gaps with aesthetic, lifestyle content for Gen Z. - **580K+** TikTok views (from creator videos) - **30K+** likes (TikTok and Instagram) - **140K+** views (on the top creator video) ## Results - **5.0** Google Maps rating - **300+** reviews (in the first six months) - **580K+** TikTok views (from creators) - **A 5-star Google Maps rating with 300+ positive reviews** within the first six months of operation. - **A brand known among UNDIP students and locals**, built from scratch around street-food flavour and five-star quality. - **A standardised kitchen and a six-person team**, with procurement, supplier negotiation and daily budget control run by me. ## Where Masnug is now Masnug is currently moving to a new location. The brand, the recipes, the production system and the team carry over, which is exactly what the standardisation was built for. **Gultik & Soto Masnug at a glance** - Founded: March 2024 - Founder and owner: Nugraha Labib Mujaddid - Menu: Gulai tikungan and soto, traditional recipes - Location: Banyumanik, Semarang (moving to a new location) - Google Maps: 5.0 from 300+ reviews - Instagram and TikTok: @masnug.official ## Lessons Food is the product, but consistency is the brand. A campaign that brings students in only pays off if the tenth visit tastes like the first, which is why operating procedures matter as much as the recipe. The other lesson is that reviews compound: once the 5-star rating was visible on Maps, the creator videos had something concrete to point to. **Building an F&B brand?** I am happy to talk about positioning, operations and creator marketing. Source: https://nugrahalabib.com/work/gultik-soto-masnug Author: Nugraha Labib Mujaddid (https://nugrahalabib.com) Published: 2026-09-21. Updated: 2026-09-25.