Jiwa Group Wins World Prestigious Brand Award

Photo: Doc. Jiwa Group

JAKARTA - The coffee business trend continues to grow rapidly in Indonesia. Of course, it takes a qualified strategy from the initiators of this business to be sustainable in the long term. Breakthroughs and innovations that make customer satisfaction a priority are the main capital to move forward in the Indonesian F&B world.

This was done by Jiwa Group, which is known for its Kopi Janji Jiwa product, which always presents local Indonesian coffee that has a high-quality taste by adopting the farm-to-cup concept.

Janji Jiwa uses coffee beans directly from local coffee farmers to build supply continuity, product consistency, and stability in coffee prices as well as connect close farmer-to-consumer relationships through affordable but high-quality coffee throughout Indonesia.

Janji Jiwa is here to answer the gap between affordability, enjoyment, and availability through quality coffee and making coffee an affordable everyday pleasure. Since operating for the first time from 2018 to 2022, Janji Jiwa has more than 900 volumes (the name for Kopi Janji Jiwa outlets) spread over more than 100 cities in 33 provinces of Indonesia.

Janji Jiwa also continues to innovate, one of which is through collaboration with a number of popular brands or figures. The form of collaboration is carried out with several brands of various interests, including Sasa, Teh Botol Sosro, OATSIDE, Mobile Legends: Bang Bang (MLBB), Sage Footwear, and many others.

Not just a collaboration, Janji Jiwa also always brings excitement, joy and happiness to #temansejiwa through menu innovations that are so unique and creative that are tailored to people's preferences so that Janji Jiwa products can be increasingly loved and in demand by customers to date.

To note, Jiwa Group has managed 3 product brands. In addition to coffee, there are Jiwa Toast and Jiwa Tea, which throughout 2021 have sold 40 million products with a 2x increase compared to the same period the previous year.

Jiwa Toast is a new concept developed by Jiwa Group in 2019. Similar to Janji Jiwa, Jiwa Toast has a 'Grab & Go' concept, which makes it easier for people to enjoy bread with a distinctive taste while on the move and still provide fresh dishes when they arrive at their destination.

The presence of Jiwa Toast complements Kopi Janji Jiwa with the slogan "Coffee in your right hand, bread in your left hand, coffee and bread for your true friends". Jiwa Toast's vision is to become a "Mini Fast Food Chain" with the value of providing the best products and services to inspire large-scale development.

As with Janji Jiwa, Jiwa Toast has also made several breakthroughs by collaborating with popular figures and brands. The collaboration of two or more brands has the aim of strengthening the brand's presence and increasing market share as was done with celebrity chef William Gozali (Willgoz) and Chef Suhaidi Jamaan or who is familiarly called Lord Adi.

Innovation Resulting in Brand of the Year Award from WBA

In addition to improving service quality through menu innovation, Jiwa Group also innovates through the use of technology. The adoption of technology in the coffee chain business model has a breakthrough that provides evidence for the growth of this business.

The role of digital channels is very important, especially the use of social media for engagement with customers, to integration with online marketplace and food delivery platforms. Currently, there is also the JIWA+ application, to support the "grab & go" model which has been typical of Kopi Janji Jiwa and Jiwa Toast from the start.

All the breakthroughs, innovations, and hard work are certainly never in vain. Evidently, through the value of “A Cup for the Farmers, A Cup for the Partners, and A Cup for the People”, Janji Jiwa is trusted as the only local coffee shop to receive an award from MURI 2019 and Top Brand in 2020 & 2021.

Not only earning the trust as the most prestigious and top local brand from domestic organizations, Janji Jiwa and Jiwa Toast won the Brand of The Year title from the World Branding Awards (WBA) 2022-2023 for two categories, namely Retailer Coffee for Janji Jiwa and Cafe. Chain for Jiwa Toast.

The annual WBA event will be held offline again in London, England on November 3, 2022. More than 100,000 consumers spread across 45 countries, have chosen their favorite brand. From this selection process, there were more than 3,500 brands that were nominated as nominees, but only 206 brands received the Brand of the Year title.

The winners of this prestigious event have gone through a rigorous judging stage including brand assessment, consumer market research, and public voting. On average, there are only five winners per country at this year's event. WBA is organized by the World Branding Forum (WBF), a global non-profit organization focused on rewarding the hard work and success of global and national products.

The Brand of The Year award from WBA was received by Billy Kurniawan, CEO, and Founder of Jiwa Group, who attended the event in London. Furthermore, Billy said that the victory for these two brands at once was the fruit of the hard work of the Janji Jiwa and Jiwa Toast teams in providing the best products and services to customers.

“It is an honor for us to win the Brand of The Year title from the World Branding Awards 2022-2023 for two categories at once, namely Retailer Coffee for Janji Jiwa and Cafe Chain for Jiwa Toast. This achievement certainly cannot be separated from the participation and support of consumers. We are committed that this award will make our brand more trusted and consumer loyalty well maintained," explained Billy in his statement, Wednesday 9 November.

The success of Janji Jiwa and Jiwa Toast won the prestigious title as the most popular brand both nationally and globally in line with a survey from Frontier Group, a company engaged in marketing, technology, and digital research.

According to Frontier Group's findings, these two brands are rated as superior or TOP after successfully exceeding the three Top Brand measurement parameters which include; Top Mind of Share as the brand most recognized by consumers, Top of Market Share as the brand most purchased by consumers and Top of Commitment Share as a brand that is able to create consumer loyalty.

Through national and global awards given to the Jiwa and Jiwa Toast Promise, it has further strengthened the position of Leading the Future of Indonesia's Food & Beverages Industry in the eyes of the Indonesian people, since its inception, now and in the future.