In a fast-paced world it is easy to lose sight of what truly matters. Fore provides a place of solace where people can simply slow down and enjoy a high-quality cup of coffee. This philosophy is reflected within our tagline.
By utilizing the word ‘Grind’ which has a double meaning: ‘Grind’ as in the day-to-day hustle that people go through, and ‘Grind’ as a key step in the coffee making process, Fore inspires people to embrace life’s essentials in the midst of their busy lifestyles through each cup of coffee we serve.
We’ve transformed our vision of offering the highest-quality coffee to consumers into a tangible achievement. Fore Coffee is a coffee brand deeply committed to every aspect of serving coffee. Furthermore, Fore’s mission extends beyond simply serving outstanding coffee. It involves expanding our footprint in diverse communities through the strategic establishment of branches and continuous partnerships that introduce creative menu options. The core of our success hinges on our collaborative teamwork, as we operate seamlessly as a unified system #FOREactMe
Customer Centric and Product Centric define our approach at Fore Coffee, where we aim to pioneer a new coffee culture in Indonesia and Singapore. Inspired by our popular Butterscotch Sea-Salt Latte founding, every creation tells a story. We invite customers to be part of our journey, prioritizing their satisfaction and gathering feedback regularly. Committed to social responsibility, we focus on creating products everyone can enjoy, reflected in our mission #GrindTheEssentials and our dedication to impactful coee #FOREveryone.
In my role as Chief Financial Officer at Fore Coffee, I wholeheartedly align with the company’s mission to introduce a positive coffee culture globally. With a strong focus on sustainability, I believe in nurturing relationships with shareholders and prioritizing even the smallest details. Through strategic financial management, we aim to optimize resources, enhance operational efficiency, and ensure responsible allocation of funds, fostering a resilient and environmentally conscious business model.
Milestone
2018
Launch First Store and Mobile Application
1. The first Fore Coffee was launched in Jakarta, located in Senopati.
2. The Fore Coffee Application was launched to enhance customer loyalty and simplify the online ordering process.
2019
First Outlet Outside Jabodetabek
1. The expansion of Fore Coffee began with the opening of the first location outside Jakarta, specifically in Bandung, Medan, and Surabaya.
2. The go-to-market strategy proved successful, resulting in the expansion of 118 outlets.
3. Elisa Suteja from East Ventures was appointed as the Chief Executive Officer.
2020
Business Transformation
1. Business transformation was carried out in response to the COVID-19 pandemic, through the optimization of the supply chain and customer service, closure of underperforming locations, reducing the total to 66 outlets, focus on barista training, and development of an innovative and popular menu.
2. In response to the changes in consumer behavior caused by the COVID-19 pandemic, Fore Coffee launched a 1-liter ready-to-drink coffee as part of its strategic initiative.
3. Vico Lomar was appointed as the Chief Executive Officer to optimize Fore Coffee’s business strengths and implement further efficiencies, resulting in the operation of 60 outlets by the end of 2020.
2020
Business Transformation
1. Business transformation was carried out in response to the COVID-19 pandemic, through the optimization of the supply chain and customer service, closure of underperforming locations, reducing the total to 66 outlets, focus on barista training, and development of an innovative and popular menu.
2. In response to the changes in consumer behavior caused by the COVID-19 pandemic, Fore Coffee launched a 1-liter ready-to-drink coffee as part of its strategic initiative.
3. Vico Lomar was appointed as the Chief Executive Officer to optimize Fore Coffee’s business strengths and implement further efficiencies, resulting in the operation of 60 outlets by the end of 2020.
2021
Launched Fore Deli
1. The first Flagship outlet was launched in Yogyakarta and became the highest-grossing outlet in 2021.
2. The Fore Deli product line was launched to offer food items.
3. Achieved positive EBITDA for the first time in 2021.
4. Seasonal menus were created regularly.
5. The expansion of Fore Coffee was resumed and successfully operated 96 outlets by the end of 2021.
2022
120 Stores in 30 Cities
1. Expanded the outlet presence to 30 cities across Indonesia.
2. A non-coffee menu, Fore Junior, was launched to cater to the children’s consumer segment as a strategy to broaden Fore Coffee’s market.
3. Butterscotch Sea Salt Latte was launched as a seasonal menu.
4. A total of 123 outlets were operated by the end of 2022.
2023
Fore Coffee’s First Global Expansion
1. Business expansion to Singapore was carried out, with the first outlet located at Bugis Junction.
2. Halal certification for all products in Indonesia was obtained from MUI.
3. Butterscotch Sea Salt Latte, which was previously a seasonal product, was established as a permanent menu, to date, approximately ~8 million cups have been sold, making it Fore Coffee’s best-selling product.
4. A total of 172 outlets were operated by the end of 2023.
2024
Sustainable Business Practice
1. Strengthened sustainable business operation with a strong management team, premium yet affordable and innovative products, and sustainable business practices.
2. A total of 216 outlets were operated as of 30th September 2024.
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