Flash Coffee's sales jump over 50% in 2024 with ID-focused strategy

Coffee chain Flash Coffee has seen "significant" growth in Indonesia which has been its geographic focus for the company over the last half year.

In this time, it launched a new food and drink menu featuring new products and has had multiple new store openings planned across Jakarta and Bandung.

Don’t miss: Flash Coffee ceases ops in SG, debunks claims SG staff on strike

The expansion of its menu and physical locations highlights Flash Coffee’s commitment to delivering exceptional coffee experiences in Indonesia, one of Southeast Asia’s most promising economies with a growing appetite for quality coffee, it said in a statement. 

Flash Coffee now operates 67 stores in Indonesia and is progressing with further expansion across the market. Flash Coffee has increased its revenue per store by over 50% since early 2024 and reached operational profitability thanks to its new menu.

This growth has been driven by the group's vision and decision to focus on the Indonesian market, following the closure of Flash Coffee in other Asian markets and the successful sale and transformation into a franchise of Flash Coffee in Thailand

“We have been excited about Indonesia and its potential since we opened our very first Flash Coffee store in Jakarta in January 2020”, said David Brunier, founder and CEO of Flash Coffee. “Thanks to the support of our loyal customer base and our strategic refocus in Indonesia as the group’s most mature market, we are now expanding our footprint in the country, with plans to add many new stores to our portfolio within the next 12 months. We’re just getting started."

Each new store is designed to offer a unique coffee experience, featuring Flash Coffee’s signature drinks such as seasalt palm sugar lattes or whipped strawberry matcha, user-friendly digital ordering on its proprietary app, and its new larger store concept with welcoming sit-and-stay design encouraging customers to stay and socialise.

Additionally, White Star Capital has appointed Jakob Angele, Venture Partner at White Star Capital and former CEO of foodpanda, to operationally support the growth of Flash Coffee leveraging his extensive expertise in F&B and the online food delivery industry.

“We’re extremely pleased to see the recent changes and our hyper-focus on Indonesia to translate into tangible business success. I am very excited about what the future will hold for Flash Coffee,” said Jakob Angele, executive chairman of Flash Coffee and venture partner at White Star Capital. “Indonesia is one of the most exciting and vibrant coffee markets worldwide. Flash Coffee is uniquely positioned to serve its growing demand for high-quality coffee.”

Flash Coffee announced on 13 October 2023 that it was winding up its business in Singapore and ceasing operations across its 11 outlets in the country. On 10 October, workers were informed of the closure, effective 11 October. They were later told on 12 October that their services would be terminated, effective on the same day.

In a prior statement to MARKETING-INTERACTIVE, the company said that during the transition, the well-being and future of employees remain a priority, and that contrary to reports, its staff in Singapore are not on “strike”.

Flash Coffee also told MARKETING-INTERACTIVE that employees in the Singapore head office staff have also been offered roles in other markets or with the regional team. Additionally, the company is also actively trying to connect its baristas with opportunities in other coffee chains.

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