Expansion in Indonesia
Korean coffee chain Caffe Bene announced on June 10 that it has opened its fifth store in southern Jakarta, Indonesia.
The store is located on the first floor of the BTPN Tower in the special business district of southern Jakarta, the capital of Indonesia. With an area of 132 square meters, it has 62 seats.
Since it is common in Indonesia to have a light meal with coffee at cafes, Caffe Bene is focusing on its strategic localization strategy by combining Korean coffee culture and local culture. Caffe Bene’s shaved ice Bingsu is popular in Indonesia as its signature menu, receiving favorable reviews in local social network sites and restaurant review sites. Following the local food culture, the company has also developed new menus, including pasta dishes, and offered affordable brunch menus.
Caffe Bene sees a steady sales growth with not only Italian pastas, but also Korean-infused menu items such as Kimchi Aglio Olio pasta and tteokbboki (red pepper-paste rice cake) gratin. It has also released special seasonal menus for Ramadan, the longest fasting period in Indonesia which has the largest Muslim population in the world, on June 1. Considering the time when consumers stop fasting at 6 pm, Caffe Bene has launched sweet fruit-flavored ade drinks.