The launch of the Trans-Java highway was a bane for the local economy in several regions, especially on Java’s northern coast. Many restaurants, souvenir shops and other local businesses were affected. However, some local businesspeople have chosen to set up their shops at the highway’s rest areas to tackle the problem.
Herman Setiadi, 38, arranged his salted eggs at a kiosk in the Kilometer 260 B rest area on the Pejagan-Pemalang toll road. In five minutes, he neatly arranged his salted eggs into a pyramid shape. At the same time, he also catered to his customers in the rest area established in what was formerly the Banjaratma Sugar Factory in Brebes regency, Central Java.
In the past two months, Herman has relied on selling eggs at the rest area to earn his living. Previously, he sold salted eggs at the northern coastal road in Brebes. Many years ago, the business reached its peak.
At the time, Herman could sell 500 salted eggs a day, earning him a daily revenue of Rp 1.75 million (US$121.61). On the weekends, his earning could jump three-or fourfold.
On holiday periods such as Idul Fitri or Christmas, Herman’s earnings could skyrocket to Rp 17.5 million per day. Thanks to the business, which he set up in 1999, he could save millions of rupiah and purchase a 156-square-meter piece of land for investment.
“Selling salted eggs on the northern coastal road used to be profitable. Now, it’s no longer so,” Herman said.
After the opening of the Pejagan-Pemalang toll road as part of the Trans-Java highway, salted egg business in and around Brebes began to dwindle. As many vacationers preferer the highway to the northern coastal road in order to cut travel time, the northern coastal road became almost deserted.
Economic storm
The Trans-Java highway has caused many salted egg traders to suffer from decreasing revenue. Fortunately, the Brebes and Tegal regencies invited local micro, small and medium enterprises (MSME) to set up their shops at the Kilometer 260 B rest area on the Pejagan-Pemalang toll road.
Now, 126 MSMEs have opened at the rest area. Each is given a 2.5-meter by-2.5-m shop. The shops are rent-free for the first year and tenants are only required to pay for electricity and water. Furthermore, only 16 big retailers, including restaurants, are given space at the rest area in order to protect the small businesses.
Andreas, 27, a visitor at the Kilometer 260 B rest area, said that he was interested in visiting because of the uniquely preserved sugar factory. Andreas said that, other than resting and purchasing salted eggs, he also took photographs for his social media accounts.
Optimistic
Aditya, 25, also relies on a toll road rest area to earn his living. Currently, Aditya sells local snacks, such as brem, madumongso and sambal pecel at the Kilometer 597 B rest area on the Ngawi-Kertosono toll road.
He also has a snack shop on Jl. Sudirman in Madiun, East Java. Before the Ngawi-Kertosono toll road was opened in March 2018, Aditya could make up to Rp 1 million a day from his shop on Jl. Sudirman. However, after the toll road was launched, his revenue declined by 50 percent. As more vacationers use the toll road, his shop received fewer visitors.
However, Aditya refuses to give up. Eventually, he chose to set up shop at the Kilometer 597 B rest area in Magetan regency, East Java. Aditya said he had yet to be satisfied with his earnings from his new shop. However, he said that he felt he had made the right decision.
Aditya said that he could earn between Rp 300,000 and Rp 400,000 a day from his shop at the rest area. On weekends and holidays, he can get more than Rp 500,000 a day.
Endang, 50, who owns a restaurant at the Kilometer 538 rest area of the Surakarta-Ngawi toll road, expressed similar hopes. Endang said that, since the toll road began operating late last year, her shop at the rest area in Sragen, Central Java, saw more and more visitors.
“In the first month, there were only 20-30 visitors each day, but nowadays we can have more than 50 people per day. On weekends, we see 100-150 visitors,” Endang said.
Endang also has a restaurant on Jl. Raya Solo-Ngawi in Sragen. Before the toll road was opened, the restaurant could see up to 100 visitors per day. However, after the toll road was opened, the number of visitors declined by 30 percent.
Like other businesspeople, Endang has not given up just because a new toll road opened. Instead, she adapted to new challenges. Nowadays, they put their hopes on rest areas. (HRS/TAM/FRD)