ER
THE COFFEE business trend has changed due to the COVID-19 pandemic, especially the policy of the Implementation of Community Activity Restrictions (PPKM) which has forced players in the coffee industry to adjust business patterns as a form of response in order to survive. Various strategies were carried out by coffee shop entrepreneurs to survive in the PPKM period.
According to Ego Prayogo as the Coffee Cart Strategy of Kedai Kopi Guyon added that the curfew restrictions during PPKM forced him to innovate by presenting a breakthrough ready-to-drink beverage product in cans called “Pura-Pura”.
“The pandemic effect makes consumers want to consume products that are hygienic, can be taken away and enjoyed at home due to the government’s dine-in restriction policy,” said Ego in his statement on Wednesday (9/29).
Meanwhile, Gemawan Wahyadhiatmika, the founder of Gerilya Coffee and Roastery, admitted that at first it was difficult for him to adapt to the COVID-19 pandemic, especially since the market share of his business was office workers who came to enjoy lunch.
The implementation of the work from home (WFH) policy finally encouraged Gerilya Coffee to be more serious in working on online sales channels such as through the marketplace and advertise a lot on Instagram and Facebook to be able to direct take away orders.
“Because everyone is trying to follow the physical distancing policy, the interaction of consumers to come is certainly reduced, consumers want the convenience of ordering through their gadgets,” said Gemawan.
In a webinar themed “The Coffee Shop Strategy in the Pandemic Period and PPKM” initiated by Food & Hotel Indonesia 2021, Andi Fachri as executive director of the Specialty Coffee Association of Indonesia (SCAI) published survey data conducted by SCAI involving 100 coffee shop members. To find out how bad the impact of the pandemic is on the coffee business in Indonesia, the survey results show that the pandemic has affected sales by up to 70% during the PPKM period since July 3, 2021.
“The coffee industry was hit very hard, SCAI tried to negotiate with State Electricity Company (PLN) to ease the burden on coffee shop businessmen in Indonesia,” said Andi Fachri.
Not only in Indonesia, the pandemic also has an impact on the coffee industry around the world. Andi added that based on data released by SCA globally, there was a change in people’s consumption patterns of 5.380% increase in sales originating from take away and online platforms.
In addition, as much as a 30% increase in the change in payment patterns to non-cash worldwide for coffee purchases, this has a significant effect on increasing delivery options (services between orders) by 300%.
As one of the industries affected by the pandemic, at first the coffee industry in Indonesia was very limping, but this turned out to be responded quickly by coffee industry entrepreneurs through innovation in various products and the use of technology for sales and promotions on social media. [antaranews/photo special]
