Ada Yang "Aneh" Dengan Tomoro Coffee

Recent questions

• How did Tomoro Coffee achieve rapid growth in Jakarta?

  Tomoro Coffee experienced rapid growth in Jakarta by leveraging a strategy influenced by Luckin' Coffee from China, focusing on technology and cost efficiency rather than just coffee. Despite the founders lacking an FnB background, they emphasized efficiency in operations, utilized automated machines like Eversys for cost savings, and established close relationships with local farmers for coffee bean procurement. By offering coffee at very low prices starting from 9 thousand with promos, Tomoro targeted the mass market in Indonesia, aiming to disrupt the sachet coffee market and capture market share through affordability and convenience. This approach, combined with a focus on store economics, efficient operational processes, and a strong market presence, enabled Tomoro to open over 200 branches in less than a year and set ambitious goals for further expansion.

• What sets Tomoro Coffee apart from its competitors in Indonesia?

  Tomoro Coffee distinguishes itself from competitors in Indonesia by positioning as a more affordable option with prices ranging from 9 to 30 thousand, targeting the mass market efficiently. The brand's strategy focuses on technology, cost efficiency, and maintaining product quality through small, automated stores. By aiming to become the largest coffee chain brand in Southeast Asia with 4,000 branches by 2024, Tomoro follows a similar approach to successful Chinese brands by keeping prices low to penetrate the market effectively. This emphasis on affordability, efficiency, and market presence sets Tomoro apart from competitors, allowing it to disrupt the coffee industry in Indonesia and secure a leading position in Jakarta with ambitions to become the top brand in the country.

• What challenges does Tomoro Coffee face in achieving long-term success?

  Tomoro Coffee faces several challenges in achieving long-term success, despite its rapid growth and ambitious goals. Feedback on taste remains mixed, indicating a need to balance affordability with quality to satisfy customer preferences. The company must adapt quickly to changing market dynamics, secure sufficient investment for expansion, and address potential challenges like repeat purchases and market saturation. As Indonesia's coffee market is still considered primitive, Tomoro's success hinges on its ability to navigate these obstacles effectively, maintain its competitive edge through efficient processes, and surpass established competitors in the competitive coffee industry. Ultimately, the brand's long-term success will depend on its capacity to address these challenges and solidify its position as a top coffee brand in Indonesia.

• How does Tomoro Coffee plan to expand its market presence in Indonesia?

  Tomoro Coffee plans to expand its market presence in Indonesia by leveraging its strategy of affordability, efficiency, and technology. The brand aims to disrupt the sachet coffee market by offering cheap prices and convenience, targeting the mass market with a focus on cost efficiency and profit margins. By establishing close relationships with local farmers for coffee bean procurement, implementing a CRM system through an application, and utilizing automated machines like Eversys for cost savings, Tomoro aims to secure a leading position in Jakarta by 2024 and eventually become the top coffee brand in Indonesia. This expansion strategy involves opening more branches, maintaining product quality, and capturing market share through a strong market presence and efficient operational processes.

• What is Tomoro Coffee's vision for its future growth and market dominance?

  Tomoro Coffee envisions becoming the top coffee brand in Indonesia by leveraging efficient processes, affordable prices, and a strong market presence. The brand aims to become the largest coffee chain brand in Southeast Asia with 4,000 branches by 2024, following a strategy similar to successful Chinese brands by keeping prices low to penetrate the mass market efficiently. Despite being the 3rd largest coffee producer globally, Indonesia's coffee market is still considered primitive, presenting an opportunity for Tomoro to establish market dominance through expansion and efficiency. By setting ambitious goals for store numbers and market dominance comparable to successful companies like J&T and Oppo, Tomoro aims to solidify its position as a key player in Indonesia's competitive coffee industry and secure a leading position in the market.