Fore Cofee Leads Coffee Market With Affordable Premium Product Innovation And Consistency

Photo: Doc. Fore Cofee

JAKARTA - Fore Cofee, the leading affordable premium premium chain F&B company in Indonesia, is committed to continuing to innovate in developing business in a sustainable manner, so that the company's growth is stronger and more competitive, especially in leading dynamic market trends, and being present to meet customer needs through affordable premium products.

For almost seven years, Fore Cofee has become part of the coffee culture of the Indonesian people, and has managed to grow rapidly by opening 217 successful outlets, spread across 43 cities in Indonesia and Singapore as of September 2024.

This significant growth was strengthened by the opening of 61 new outlets throughout 2024, marking the growth of the most outlets year on year (YoY) Fore Cofee. This achievement is the result of the deep understanding of the research and development team (R&D), which is solid in developing a variety of innovative products, adjusting customer needs to the premium affordable market target.

Deep market research is an important foothold for Fore Cofee in formulating targeted strategies. This strategy originated from field studies by comparing similar products in the regional and global markets as a reference for growth performance.

Fore Cofee then evaluated the results of research and carried out a series of trial processes with various high-quality coffee beans curated directly from various regions in Indonesia, from Aceh Gayo, Toraja, and West Java. The coffee beans have gone through a curation process from local farmers in various parts of Indonesia.

After going through the evaluation and trial process, Fore Cofee created a variety of innovations to captivate the hearts of new customers, while maintaining loyalty to loyal customers.

"Every innovative product decision is always made based on an in-depth understanding of the market through comprehensive analysis and disciplined performance monitoring," explained CEO of Fore Cofee, Vico Lomar, in a written statement, Thursday, January 23.

To ensure service standards and product quality are consistent in all outlets, Fore Cofee manages the Fore Training Facility program. This program includes intensive training for two weeks, plus on-the-job training for three months for baristas.

This process makes each Fore Cofee coffee cup the result of a combination of a rigorous coffee beans selection process, taste innovation based on market research, and high standard barista expertise. This strategy provides the Fore Cofee with a competitive advantage among many cofee chain companies that have emerged and the ability to offer competitive prices, as well as place the company in a premium brand position in the eyes of customers.

Through product innovation in a sustainable manner, Fore Cofee consistently presents quality menus according to targeted consumer tastes. One of the favorite innovations of Fore Cofee customers is Butterscotch Sea Salt Latte, which has sold more than 10 million glasses since Fore Cofee first introduced it in 2022 as a superior product. This innovation now complements the choice of permanent products that can be enjoyed throughout Indonesia.

Closing 2024, Fore Cofee launched the latest innovation, The Tani Series. As part of a commitment to bring quality coffee throughout Indonesia, Fore Cofee designed The Farmer Series at a price of IDR 24,000, so that customers can enjoy affordable premium products.

In addition, Fore Cofee remains focused on providing various high-quality coffee products, such as Fore Classic Cofee, Fore Signature Cofee, and Fore Seasonal & Collaboration. Fore Cofee also maintains diversification of non-copy products for the children and food segment through Fore Deli. Diversification to a new market allows companies to expand customer bases, complementing existing coffee drink offerings while strengthening competitive advantages in the food and beverages (F&B) industry.

Vico believes 2025 will be the right moment for Fore Cofee to be more aggressive in targeting business growth, because the potential growth of the coffee industry is getting bigger with the push for the development of coffee culture and lifestyle that supports business expansion. Based on the Redseer Analysis report, the Indonesian coffee market has a projected growth rate of 11 percent until 2030.

The mission to provide a personal, premium, and affordable coffee experience has been carried out since the establishment of this company by the idea of Willson Weather, Managing Partner & Co-Founder of East Ventures, together with Otten Cofee, one of the East Ventures portfolio companies. Fore Cofee will continue to come with quality F&B products to answer changes in the preferences of Indonesians who are increasingly fond of out-of-home coffee and social interaction.