Behind the Cups: How Does Fore Coffee Make Its Strategic Decisions?

Fore Coffee — Mon, 28 Sep 2026 04:12:05 +0000

Jakarta, 25 September 2026 – Over the past eight years, Fore Coffee has expanded to more than 360 outlets across various regions in Indonesia and Singapore. In making strategic decisions, data has become one of the company’s key pillars.

“Data plays a major role in this process. When determining expansion locations, we place strong emphasis on several indicators, such as traffic flow, population density, demographic profiles, public facilities surrounding the location, as well as the strategic positioning of a site that can affect the visibility of a potential Fore store,” said Fahmi Rachmattulah, Director of Corporate Strategy and Development at PT Fore Kopi Indonesia Tbk.

Beyond location data, the performance of existing outlets is also a key consideration before the company decides to open a new store in the surrounding area. Each city selected as an expansion location for Fore has its own specific targets, while the company also takes into account the payback period of each outlet to ensure that performance remains in line with the standards established by the company.

Direct On-Site Evaluation of Store Location Potential

In addition to making data a core pillar in determining locations prior to expansion, Fore also conducts direct information gathering and on-site evaluations to assess the potential of new store locations. As part of this process, the operational team that will eventually manage the store’s day-to-day operations is also involved in evaluating the location’s potential. This helps validate the analysis conducted by the Business Development team.

“While on site, the operational team conducts direct observations, gathers information from people in the surrounding area, conducts its own assessments, and performs independent calculations. Through this process, they are usually able to draw conclusions about the location’s potential,” Fahmi explained.

Fore’s Business Operating Model

Before becoming a publicly listed company, Fore also introduced a partnership scheme as a strategy to accelerate business growth. Under this scheme, partners provided capital of a certain amount, while store construction and operations remained under Fore’s management, with the store’s revenue shared between the two parties.

“At that time, opening opportunities for partnerships with Fore was aimed at increasing the number of outlets through progressive expansion. However, through the IPO, Fore has been able to raise sufficient capital and gain access to additional funding options, both from banks and other sources. As a result, we felt it would be more strategic to pursue expansion independently,” Fahmi revealed.

In line with this strategy, the company no longer offers partnership schemes to fund store expansion and instead manages its stores directly rather than through a franchise model. As a result, Fore maintains more comprehensive control over operational standards and quality across its entire store network.

“By managing and operating all outlets independently, we are able to maintain quality more effectively, because quality is our commitment,” Fahmi said, adding that this commitment to quality encompasses the entire customer experience, from service and facilities to the products served.

Through this combination of a data-driven strategy and direct business operations, Fore continues to strengthen its business foundation to support sustainable store growth while maintaining consistent product and service quality across its entire network of outlets.

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PT Fore Kopi Indonesia, Tbk (FORE) – Company Information

Established in 2018, PT Fore Kopi Indonesia Tbk (FORE) is a leading F&B group managing the Fore Coffee and Fore Donut brands. The Company has proven a highly scalable business model targeting the Premium Affordable segment, marked by its swift expansion to 300 outlets across over 50 cities in Indonesia and Singapore.

FORE has pioneered a new culture, making premium quality local Indonesian coffee accessible. Its commitment to the local coffee ecosystem is exemplified by product lines like ‘Kopi dari Tani’ (Coffee from Farmers) and ‘Aren Latte’ (Palm Sugar Latte), which utilize materials sourced directly from local farmers and MSMEs. Furthermore, the company champions environmental sustainability through reusable cups and dedicated in-store recycling collection points for used packaging.

The IPO in April 2025 successfully raised over IDR 353 billion. The net proceeds of over IDR 337 billion are strategically allocated to funding the development of up to 140 new Fore Coffee outlets, 30 new Fore Donut outlets, and for essential working capital, securing its path for future dominance.

Media Contact Information:

Email: corporate.communication@fore.coffee

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Behind the Cups: How Does Fore Coffee Make Its Strategic Decisions?

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