JAKARTA - The increasingly dynamic lifestyle of urban people makes the need for fast, practical, but still relevant services to personal preferences continues to increase. This is also seen in the pattern of coffee consumption in Indonesia. People are now not only looking for taste, but also ease of access, experience, and flexibility in enjoying their favorite drinks.
In recent years, the concept of mobile coffee has become one of the approaches that are considered to be closer to the needs of active consumers. The presence of mobile coffee services allows people to find their favorite drinks at daily activity points, ranging from office areas, transportation centers, to residential neighborhoods.
This phenomenon also shows how the food and beverage industry is increasingly combining technological elements with consumer habits. No longer just buying coffee, customers now expect a more seamless experience, from finding the nearest seller to making transactions more easily.
In the midst of this behavioral change, JIWA Group presents innovation through the Jiwa Coffee (KSJ) line, which since 2023 has developed a mobile coffee cart concept to bring services closer to consumers. In the second quarter of this year, the company introduced two new innovations, namely the Honey Milk Coffee Ice product and the KSJ Locator digital feature on the JIWA + application.
This latest menu combines the KSJ's signature ice coffee character with a touch of honey that presents a lighter, creamy, and refreshing taste. The presence of this new variant is considered in line with consumer preferences who are beginning to be interested in trying familiar flavors with different touches, including lighter beverage options to enjoy in various atmospheres.
On the other hand, technological innovation is also an important part of the modern consumer experience. Through the KSJ Locator feature, customers can track the location of the nearest mobile barista in real time within a radius of five kilometers, as well as interact directly through the chat feature to facilitate the transaction process. The presence of this feature complements the service on the JIWA+ application which previously had provided options for dine-in, takeaway, and delivery orders.
According to Billy Kurniawan, CEO of JIWA Group, innovation is an important part of answering the changing needs of an increasingly dynamic community. This was revealed in the "Media Gathering: Kopi Sejuta Jiwa New Innovations".
"Innovation is part of the DNA of the JIWA Group. From the beginning, we have always tried to implement a customer-first approach by understanding consumer needs, paying attention to changes in customer behavior, and daring to explore new trends and experiences that are relevant to their daily lives," said Billy Kurniawan, CEO of JIWA Group, when met at Janji Jiwa Culture, Green Ville, West Jakarta on Wednesday, May 13, 2026.
Billy added that the launch of new products and the development of digital features are carried out to provide an experience of enjoying coffee that is increasingly relevant to the daily lives of customers.
"The presence of Honey Milk Coffee Es and the KSJ Locator feature is a form of innovation that we present to continue to adapt to the current trends, behaviors, and interests of consumers. We want to provide an experience of enjoying coffee that is not only practical, but also able to provide a good vibes experience for customers," he continued.
Billy explained that the development of mobile coffee cart services was carried out gradually with a focus on product quality and customer access. Currently, KSJ has more than 1,500 carts in various regions with a centralized production system to maintain consistency of taste and hygiene standards.
"We started this concept on a small scale to see how consumers would accept it. Our focus from the beginning was to ensure that product quality was maintained through a central production model so that taste and hygiene standards remained consistent. That way, mobile baristas can focus on serving consumers optimally," said Billy.
Billy also highlighted the importance of technology in improving customer convenience, especially in the midst of increasing community mobility.
"Through KSJ Locator, we want to make it easier for customers to find the nearest mobile barista in real time. So the experience of buying coffee becomes more seamless, more practical, and in line with the needs of today's consumers," explained Billy.
In addition to providing services closer to the community, the mobile coffee model also opens up entrepreneurial opportunities for partners. Kopi Sejuta Jiwa develops a partnership system to nurture mobile baristas into independent entrepreneurs in various cities.
In the midst of an increasingly competitive coffee industry, technology-based approaches, customer experience, and accessibility are considered important factors in maintaining consumer loyalty. With changing lifestyle trends, innovation is no longer just an added value, but a necessity for brands to remain relevant in the midst of modern daily life.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
