2024 has been a year of remarkable milestones for Fore Coffee, showcasing its steady growth and strategic evolution in the competitive coffee market. With 61 new outlets launched across 43 cities in Indonesia and one in Singapore, the brand now operates 217 locations as of September 2024.
This expansion highlights Fore Coffee’s commitment to reaching more customers while adapting to diverse market dynamics. Notably, the company introduced six flagship stores in Tier 2 cities, designed as “destination sites” with unique designs and welcoming environments. These locations are more than just coffee shops—they are spaces for community and connection, reflecting Fore Coffee’s vision of delivering value beyond the cup.
Under the leadership of CEO Vico Lomar, Fore Coffee’s dedication to innovation has been reinforced by a strategic partnership with Mikael Jasin, the 2024 World Barista Champion. This collaboration underscores the company’s focus on product development and creativity, resulting in standout offerings such as The Tani Series.
In an email interview with e27, Lomar discusses significant trends in Indonesian coffee market and how the company is seizing opportunities there.
The following is an edited excerpt of the conversation:
Are there any significant changes in the Indonesian coffee market that you noticed in the past few years? How does it impact your business?
The Indonesian coffee market has experienced remarkable growth in recent years, driven by evolving consumer tastes and an increasing appetite for high-quality coffee. With a projected CAGR of 11 per cent over the next five years, Indonesia is set to become one of the fastest-growing coffee markets globally.
This dynamic presents exciting opportunities for Fore Coffee to continue innovating and expanding while staying deeply attuned to consumer needs. We stay relevant by maintaining a clear and consistent positioning: offering premium quality coffee at an affordable price. This resonates strongly with the modern Indonesian consumer, who seeks both exceptional value and experience.
Recognising the growing demand for social spaces, we have designed our outlets to cater to this need, creating
comfortable environments where people can connect and share moments over coffee. We have actively expanded into Tier 2 and Tier 3 cities. These markets hold immense potential, as they reflect Indonesia’s evolving coffee culture and the desire for more accessible premium coffee.
Our outlet concepts are tailored to these communities, aligning with their hobbies and love for social interaction, whether it is through cozy meeting spots or events that bring people together. As the Indonesian coffee industry continues to thrive, we see immense potential for growth.
Through a combination of high-quality coffee, innovative offerings, excellent service, and competitive pricing, Fore Coffee is committed to becoming the preferred choice for coffee lovers across the nation.
What challenges and even failures have you made in 2024? How do you rise above it?
In 2024, economic uncertainties, such as declining purchasing power, rising costs, and inflation have influenced the coffee market, driving shifts in consumer preferences, pricing sensitivities, and demands for convenience and quality.
To stay ahead, we focused on listening, understanding, and innovating to adapt to these changes. Our highly skilled team—ranging from R&D and marketing experts to our well-trained baristas—played a critical role in keeping us connected to our customers. Through deep market research, product innovation, and timely marketing campaigns and collaborations, we have been able to respond effectively and stay relevant.
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Challenges push us to grow stronger and remain committed to delivering the best coffee experiences for our customers.
Who are your users? How do you acquire them?
At Fore Coffee, we understand that coffee consumption is influenced by two key factors: social experiences and on-the-go purchases. This insight guides our strategy to cater to a diverse range of customers, especially one that take part in the urban lifestyle primarily within the 20 to 45 years old age group, through our three distinct types of outlet stores:
Flagship Stores: Designed as ‘destination sites’, primarily located in Tier 2 and Tier 3 cities, these outlets offer a unique and immersive experience, combining style and comfort for customers seeking a social and leisurely environment. Fore Coffee is also progressing our efforts to identify suitable locations for Tier 1 cities as part of our expansion strategies.
Medium Stores: These outlets cater to a mix of customers, blending the needs of on-the-go consumers with those looking for a space to socialize.
Satellite Outlets: Focused on grab-and-go purchases, these outlets meet the demands of fast-paced, convenience-driven customers.
Our business strategy, which is rooted in ensuring that our products are suitable for everyone, is built on comprehensive market analysis and disciplined performance monitoring, ensuring that each outlet meets the preferences and demands of its specific market.
We position Fore Coffee as a premium affordable brand, offering high-quality coffee with innovative flavors that reflect evolving consumer tastes—all at a price point that remains accessible. By focusing our expansion efforts in Tier 2 and Tier 3 cities, including provincial capitals outside Jakarta and Surabaya, as well as smaller non-capital cities, we have been able to reach underserved markets where demand for premium, yet affordable, coffee is growing rapidly.
Our consumers value premium quality products with unique and bold flavours, and we prioritise delivering a memorable experience for both new and loyal customers. Whether visiting our outlets for socialising or grabbing a quick coffee, customers enjoy an environment that combines comfort and convenience, further strengthening their connection to the Fore Coffee brand.
How does the incorporation of tech elements help grow your business?
From the very beginning, Fore Coffee was built as a tech-driven brand, launching alongside our digital app in 2018, by Willson Cuaca from East Ventures, Robin Boe and Jhoni Kusno from Otten Coffee.
Our approach was designed to ride the wave of the third wave coffee movement, capitalising on the rapidly advancing internet infrastructure at the time. By 2018, services such as fast on-demand delivery platforms (e.g., GoSend and others) were becoming integral to consumers’ lifestyles, alongside increasing internet penetration across Indonesia.
In addition to our app, we leverage cutting-edge tech and expertise from our network to ensure we deliver the finest quality coffee to our customers. From high-tech tools to streamlined operations and data-driven insights, tech allows us to consistently refine our offerings and maintain exceptional standards at an affordable pricing point.
The app is designed to foster meaningful engagement between the brand and our customers while improving operational efficiency, supporting strategic decision-making, and enhancing the overall customer experience. By offering online ordering with the convenience of pick-up options at our outlets, the app ensures that Fore Coffee remains accessible to everyone, whether they are on the go or seeking a quick coffee break.
Additionally, the app features a robust loyalty programme, rewarding our customers and encouraging repeat purchases. This digital-first approach not only strengthens customer retention but also provides valuable insights into purchasing behaviours, enabling us to continually refine our offerings and tailor our services to meet evolving preferences.
Do you have any plans for another funding round? What is your strategy to be financially sustainable?
At the moment, we are focused on strengthening our operations and ensuring that our business continues to grow sustainably. However, if an opportunity arises to take a strategic step, we are prepared to explore that option.
Our priority remains on expanding the business by focusing on management excellence, product innovation, operational efficiency, and consistently delivering high-quality products and services.
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As one of the world’s leading coffee producers with a rapidly growing consumption rate, Indonesia’s coffee industry holds immense potential. Fore Coffee is proud to play a significant role in driving growth within this dynamic sector.
Additionally, we contribute to increasing coffee consumption in Indonesia by offering seamless online services, and making premium coffee accessible to a broader audience.
What is your major plan for 2025?
In 2025, Fore Coffee will continue its commitment to delivering premium affordable coffee while focusing on sustainable growth and enhancing the overall customer experience. Our efforts will center on strengthening operational excellence, driving product innovation, and deepening partnerships with local coffee farmers to highlight the unique richness of Indonesian coffee.
Following 2024’s steps, we are always looking to keep expanding our market, particularly in Tier 2 and 3 cities, by opening more flagship, medium, and satellite outlets across Indonesia.
We are strengthening and taking more meaningful steps to become an open and transparent company, guided by the principles of Good Corporate Governance (GCG). These efforts include ensuring accountability, fairness, and transparency across all aspects of our operations, as well as fostering trust among our stakeholders as we move into this exciting new phase.
Our strategy for 2025 also includes exploring opportunities to expand our reach in both existing and new markets while continuing to enhance accessibility through physical outlets and digital platforms. By staying aligned with evolving consumer preferences and maintaining our dedication to high-quality products and services, we aim to solidify our position as a leader in Indonesia’s coffee industry.
While we are excited about the road ahead, we look forward to sharing more details at the appropriate time.
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Image Credit: Fore Coffee
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