We build hospitality brands in Jakarta. Some are ours. Some are yours.

Owner operators behind Bebop, BRIQ, Brock and The BlueBell. Available to founders and brands who want the same team on their project.

Who Are We

We are a collective of builders, operators, and creatives behind some of Jakarta's most distinct hospitality concepts.

Basho Projects is a hospitality incubator, operator and consultancy based in Jakarta. We help founders, operators and brands bring concepts to market with clarity, speed and commercial discipline.

We run our own venues, which means every recommendation we make has already been tested against a roster, a rent cheque and a Saturday night service. We bring that same team to a small number of partner projects each year.

Some partners want the whole build. Others want us on marketing alone, or on one problem they cannot solve internally. Both work.

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Our Services

A group of people sitting around a wooden table having a casual conversation in a modern, cozy cafe kitchen with open shelves and large windows, viewed through a window.

Go to Market Strategy: "The playbook we used to open BRIQ."

We define how a concept enters the market and how it wins once it is live. This includes positioning audience definition pricing strategy launch planning and channel selection. Our approach is shaped by real operational insight and market conditions in Jakarta and Southeast Asia.

Open notebook page filled with sketches, notes, and diagrams. A wooden pencil with a black tip rests on the page, which contains doodles, flowcharts, and handwritten words.

Brand, Advertising and PR: "Run in-house by Bubble & Squeak Media."

We build brands that are designed to perform in the real world not just online. Our services include brand strategy identity development messaging content direction advertising and public relations. Every brand system is created with launch growth and consistency in mind.

Barista pouring coffee with a bearded man in a dark shirt smiling in the background, woman with curly hair and black sleeveless top preparing drinks at a modern coffee shop counter.

Hospitality Concept Development: "Bebop went from idea to open"

We develop hospitality concepts from the ground up including restaurants bars cafes and food led retail. This covers concept definition menu direction service experience layout logic and supplier integration.

Our Projects

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Our Projects *

Premium meat, delivered. Owned and operated

Listening bar and cocktails, Senopati. Owned and operated

Interior of a dimly lit bar with black glossy tiled floor, wooden bar counter, shelves with bottles, and high tables with chairs, including black and red stools.

French bistro, Senopati. Owned and operated

Interior of a restaurant with a red ceiling and bar area, kitchen with staff preparing food, and dining table set with glasses and plates

What We Do

We help hospitality businesses at every stage from napkin sketch to full rollout,

or even reimagining something that’s already live.

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    • Go-to-market strategy

    • Pre-opening buzz, soft launch, and events

    • Content planning, reels, and visual direction

    • Campaigns, promotions, and retention strategies

    • Concept validation and refinement

    • Budgeting, forecasting, and P&L modeling

    • Location sourcing and market fit

    • Timeline management and roll-out planning

    • SOPs for FOH, bar, and kitchen

    • Team structure, hiring, and onboarding

    • POS, inventory, reservation, and rota setup

    • Cost control, margin planning, and reporting systems

    • Naming and brand story

    • Visual identity, voice, and narrative systems

    • Spatial storytelling (uniforms, menus, playlists, sensory cues)

    • Signature cocktails and dish development

    • Menu costing, engineering, and workflow design

    • Storytelling through menus (layout, format, copy)

    • Guest journey mapping

    • In-service rituals and team language

    • Service training and floor flow testing

    • Feedback systems and team retention