Fore Coffee Boosts New Outlet Expansion to Reach 30 Cities in Indonesia

Fore Coffee will boost the expansion of new outlets in Indonesia this year in order to accelerate its business growth. Startup coffee chain This target is to add a maximum of 100 new outlets and continue the development of F&B products seasonal (seasonal).

In his official statement, ForeCoffee said it had sold 5 million cup coffee throughout 2021. One of the seasonal products, the Almond Cocoa Series, which was released at the end of November 2021, was recorded as the best-selling menu with sales of more than 300 thousand cup.

Meanwhile, Fore Coffee has opened 42 new outlets in several metropolitan cities, such as Denpasar, Palembang, Yogyakarta, Malang, to Batam. As of February 2022, Fore Coffee has 110 outlets.

Contacted DailySocial.id Separately, Fore Coffee Co-Founder & CEO Vico Lomar admitted that the F&B industry was indeed recovering during the pandemic. Nevertheless, the addition of Fore Coffee outlets has increased significantly from initially only in four cities in early 2021, now in 18 cities.

Apart from that, he said, Fore Coffee was able to experience good sales growth, even when the Delta variant was raging in Indonesia in mid-June 2021.

"I believe in strategy the right product, priceand experience become a strong foundation for our expansion. Of course we are selective in building new outlets, we check locations, visibility in order to reach 30 cities in Indonesia," he explained.

In addition to outlet expansion, Fore Coffee also boosts creative marketing programs with partners food delivery like GoFood, Grab Food, Shopee Food, and Traveloka Eats. One of them is continuing the latest seasonal menus in March-April and launching a new line of food products called Fore Deli.

"Market potential upper class continues to grow, especially market segments that are always looking for new and relevant products to their needs. We will collaborate with brands, influencers, who match our products, and do campaign. This means that we are not just building new outlets," he added.

As is known, Vico Lomar is a professional expert in the F&B field for more than 20 years. Its mission is to strengthen the presence of Fore Coffee among contemporary coffee enthusiasts. He is committed to continuing to oversee the process from upstream to downstream in order to be able to serve coffee of value to the community.

In addition to Vico, Fore Coffee was also strengthened by Umara Ardra who developed a position as Chief Financial Officer (CFO). The leadership of Vico Lomar and Umara Ardra is believed to be able to open various opportunities to increase the reach of Fore Coffee in Indonesia, from fundraising efforts, opening outlets, to developing features in the Fore Coffee application to encourage users and transactions.

Regarding the need for capital for this expansion, Vico declined to comment further. "Right now all we can say, we are profitable business and we have a very good number in terms of it to be able to grow exponentially," he said.

Dynamics coffee chain Indonesia

Throughout 2021, startup moves coffee chain in Indonesia is fairly dynamic. Some of them received new funding to support the expansion of their outlets in Indonesia. According to the data we collected as of November 2021, there are more than 4.500 networks coffee chain throughout Indonesia.

Besides Fore Coffee, other startups that carry the concept of "grab and go", is Memories Coffee recently bagged a new status as a startup new retailunicorn first in Indonesia. 

Then, SOUL Group also secured funding last year to strengthen strategy omnichannel by utilizing the JIWA+ application. Startup portfolio from Rocket Internet, Flash Coffee also began to expand into the Indonesian market by targeting the construction of 75 new outlets in 2021.