JAKARTA, January 22, 2025 – Fore Coffee, the leading premium affordable F&B coffee chain company in Indonesia, is committed to continuing to innovate and grow its business sustainably to ensure strong company growth and competitiveness, especially in leading dynamic market trends and meeting customer needs through premium affordable products.
For almost seven years, Fore Coffee has been a part of Indonesian coffee culture and has managed to grow rapidly, with 217 well-performing outlets across 43 cities in Indonesia and Singapore as of September 2024. This significant growth was reinforced by the opening of 61 new outlets throughout 2024, marking Fore Coffee’s highest year-on-year (YoY) outlet growth.
This achievement is the result of a deep understanding of the research and development (R&D) team, which is adept at developing a variety of innovative products tailored to customer needs in the premium affordable target market.
In-depth market research is an important foundation that Fore Coffee uses to develop targeted strategies. This strategy starts with a field study comparing similar products in regional and global markets as a benchmark for growth performance.
Fore Coffee then evaluates the results of the research and conducts a series of trials with various high-quality coffee beans curated directly from various regions in Indonesia, such as Aceh Gayo, Toraja, and West Java. The coffee beans have been curated by local farmers in various parts of Indonesia. After a process of evaluation and testing, Fore Coffee creates a variety of innovations to attract new customers, while maintaining the loyalty of its current customer base.
“Every innovative product decision is always based on a deep understanding of the market through comprehensive analysis and disciplined performance monitoring,” said Vico Lomar, CEO of Fore Coffee.
To ensure consistency of service standards and product quality across all outlets, Fore Coffee runs the Fore Training Facility program. The program includes two weeks of intensive training and three months of on-the-job training for baristas. Through this process, every cup of Fore Coffee is the result of a combination of a rigorous bean selection process, flavor innovation based on market research, and intensive barista training. It gives Fore Coffee a competitive advantage among the many coffee chain companies that have sprung up and enables the company to offer competitive prices, building an image as a premium yet affordable brand in the eyes of customers.
The Success of Fore Coffee’s Product Innovations
Through continuous product innovation, Fore Coffee consistently presents high-quality menu items aligned with its customers’ tastes. The Butterscotch Sea Salt Latte, which has sold over 10 million cups since its introduction in 2022, exemplifies the brand’s innovation success. Initially a featured product, this latte is now a permanent menu item available across Indonesia.
To close out 2024, Fore Coffee launched its latest innovation, The Tani Series. As part of its commitment to bringing quality coffee across Indonesia, Fore Coffee designed The Tani Series with a price point of IDR 24,000, to allow customers to enjoy premium products affordably.
In addition, Fore Coffee remains focused on providing a variety of high-quality coffee products, such as Fore Classic Coffee, Fore Signature Coffee, and Fore Seasonal & Collaboration. The brand also maintains its diversification into non-coffee products for children and food segments through Fore Deli. Diversification into new markets enables the company to broaden its customer base and complement the existing drinks offerings while strengthening the brand’s competitive edge in the food and beverage (F&B) industry.
Vico is confident that 2025 will be the right moment for Fore Coffee to be even more aggressive in targeting business growth. The potential for growth in the coffee industry is increasing, driven by the development of coffee culture and lifestyles that support business expansion. Based on a Redseer Analysis report, the Indonesian coffee market is projected to grow at a compound annual growth rate (CAGR) of 11% until 2030.
The mission to provide a personal, premium, and affordable coffee experience has been carried out since the establishment of this company by Willson Cuaca, Managing Partner & Co-Founder of East Ventures, together with Otten Coffee, one of East Ventures’ portfolio companies. Fore Coffee will continue to be present with quality F&B products to answer the changing preferences of Indonesians who increasingly favor roasted out-of-home coffee and social interaction.
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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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