HOW many times must one fail before reaping success? Many times. This is what Soegondo has gone through.

The 57-year-old man is dubbed the King of Steak. He is harvesting success—now running 80 steak outlets in various cities—after suffering failure in the discotheque business and sustaining losses in his cafe business in Yogyakarta and Solo.

Soegondo is the pioneer of the steak stall business. He has turned a dish usually served in five-s