Jakarta, 11 December 2024 – Fore Coffee, an Indonesian premium affordable coffee brand, continues to strengthen its position as the pioneer in the national coffee industry, through a measured innovation strategy and sustainable expansion. During a media gathering event held at Fore Coffee’s headquarters in Jakarta, the company reported its performance throughout the year, as well as its key achievements, innovative strategies, and its commitment in bringing Indonesian coffee culture to the global stage.
Responding to Market Changes and Consumption Trends
As one of the fastest-growing coffee markets in the world, Indonesia has demonstrated dynamics that keeps the company to adapt. Based on the Redseer Analysis report, Indonesia’s coffee market is projected to grow with 11% compound annual growth rate (CAGR) until 2030.
In response to this trend, Fore Coffee focuses on the supply of various high quality coffee products, such as Fore Classic Coffee, Fore Signature Coffee, along with many seasonal and collaborative innovations that have been based on the consumer’s needs.
CEO Fore Coffee, Vico Lomar, confirms “Our strategy is focused in the merger of innovations, community involvement, and the operational excellence in creating a sustainable growth, not only in volumes, but also in the quality of consumer experience”.
As the pioneer of the coffee consumption trend shift, known as the third wave coffee movement, Fore Coffee is here to answer the Indonesian urban society’s preferential change that prefers more and more of roasted out-of-home coffees. This initiative is the result of the ideation of Willson Cuaca, Managing Partner & Co-Founder at East Ventures, and Co-Founders of Otten Coffee, one of East Ventures’ portfolio companies, with a vision to present a more personal, premium, and affordable coffee experience.
Fore’s Expansion: Connecting Nusantara through Coffee
Since its founding in 2018, Fore Coffee grew rapidly by opening 217 outlets that’s spread across 43 cities in Indonesia and Singapore per September 2024. For Fore Coffee, 2024 an important year as the company recorded its highest year-on-year store expansion since the Covid-19 pandemic by opening 61 new outlets, including flagship stores that are designed to be a social hub, giving the consumers a chance to enjoy a premium experience affordably.
With a three-tier expansion strategy, Fore Coffee is present in big cities such as Jakarta, Surabaya, and Jogja (Tier 1), provincial capitals (Tier 2), and also in other big cities in many other provinces (Tier 3), to expand their outlet network throughout Indonesia. This effort shows Fore Coffee’s commitment to reach communities throughout the nation in order to strengthen its ties with consumers all around regions.This expansion includes 9 flagship outlets designed to offer a unique and meaningful experience to consumers, combining style and comfort in the socialization process of the consumers. This outlet is spread across Java-Bali, Sulawesi, and Kalimantan. Fore Coffee’s medium store outlets are strategically located in places with ease of access and comfort for consumers to receive the best quality coffee from the company. It has 111 outlets across Indonesia. As per 2024, Fore Coffee also opened 97 satellite outlets that implemented a grab-and-go concept.
Fore Coffee also prioritizes sustainability practices in its business operations, starting from the use of eco-friendly packaging to the empowerment of farmers. One of the newest initiatives is “Pak Tani Ngopi di Jakarta” to support local coffee farmers in West Java, one of Fore Coffee’s beans supply locations, with workshops and marketing developments, reflecting its commitment of empowering local communities and sustainability in each region.
Collaboration with Experts for a better Innovation and Operations
Fore Coffee, supported by a solid R&D team and experienced baristas, consistently presents high quality menus that adapt to consumer’s preferences underpinned by extensive research. In assuring the service standards and consistent product quality, Fore Coffee manages Fore Training Facility program, that includes intensive training for two-weeks and a three-months on-the-job training for baristas.
In 2023, Fore Coffee launched Fore Grind Master, an annual competition that showcases its barista’s expertise and creativity. This competition has been one of the most prestigious in the national coffee industry, with more than 300.000 views on YouTube. Additionally, Fore Coffee also collaborates with Mikael Jasin, the holder of 2024 World Barista Champion title, to develop and stabilize the store’s operational maturity, as well as encouraging service and product innovation.
Introducing Indonesian Coffee Culture to the World
As part of the global expansion, Fore Coffee opened its first store in Singapore in November 2023 in Bugis Junction. With innovation, technology, and sustainability commitments, Fore Coffee is optimistic towards its strengthening role as a key player in the global coffee industry.
Vico Lamar closed the event by saying “Sustainability is a key factor to ensure longtime success in the coffee industry. We believe that Fore Coffee’s success in the near future is not only encouraged by product innovation, but also with our contribution to sustainability and the empowerment of Indonesian coffee communities.”
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About Fore Coffee
Fore Coffee is a coffee startup established in 2018 with an online-to-offline business model. Carrying the tagline “Grind the Essentials,” Fore Coffee invites people to appreciate the process and the essentials amidst a fast-paced world through a quality cup of coffee. As a pioneer of environmentally friendly initiatives, Fore Coffee offers premium local coffee at affordable prices, setting a new standard for enjoying coffee.
With over 217 outlets in 43 cities across Indonesia, including tier 2 and tier 3 cities, as well as one branch in Singapore, Fore Coffee plays a role in introducing a new coffee culture and lifestyle, with a commitment to technology, expertise, and sustainability.
For further information, please contact:
Rhany Montolalu
Jr. Marketing Communication Manager
Fore Coffee
Email: rhany@fore.coffee
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