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A LEADING local coffee retail start-up company, Fore Coffee, will continue the positive trend of achievements that have been obtained in previous years to continue to create food and beverage products that suit consumer tastes.
“In addition to creating and offering products to suit the tastes of every family in Indonesia, we also encourage product convenience and affordability by always creating seasonal beverage products while continuing to promote our superior products,” said CEO & Co-founder, Fore Coffee Vico Lomar in a statement in Jakarta, recently.
Vico explained that Fore Coffe has proven its commitment to be an example of pioneering spirit and customer-based innovation which are part of the brand integrity values throughout 2022, even though as many as 50% of non-functioning outlets have been hit by the pandemic.
Therefore, Fore Coffee is ready to get back on track by providing superior quality food and beverage products that suit the tastes of Indonesian consumers, as well as repositioning its brand image so that it becomes a trendy drink that is friendly to Indonesian family consumers.
“Our superior beverage product is the most effective promotional instrument. This product has succeeded in becoming a messenger for the quality of the product that Fore Coffee serves to the people of Indonesia,” he remarked.
He also explained three strategic steps to strengthen business reach and score various achievements and accomplishments in order to achieve business profitability, namely encouraging superior product quality with R&D innovation, empowering quality human resources, and targeting the opening of new outlets.
“That is why our focus lies on intensive and sustainable Product R&D, so that we can create new trends and constantly introduce new products that will become a favorite of the public,” Vico noted.
Various superior products or Fore Coffee signatures throughout 2022 such as Aren Latte, Pandan Latte to Butterscotch Sea-Salt Latte have succeeded in pushing the brand into the TOP 5 list of brands with the highest top of mind in Indonesia.
One of the smart marketing breakthroughs from the company is to appoint Vidi Aldiano to become the Chief Savor Advisor of Fore Coffee in 2022 and introduce a new line of seasonal drinks based on Vidi Aldiano’s taste curation.
Meanwhile, Fore Coffee CEO Matthew Ardian added that one of the company’s marketing strategies is to focus on brand positioning or awareness and to conduct in-depth consumer mapping on a national scale so that they appear different from other players in the coffee business.
“In early 2022, we are sharpening our position not to be known as a premium player, but as a leading coffee power house brand that provides essential, different products of the best quality and are liked by the public,” he said.
He is also targeting organic and sustainable product marketing in 2023 and continuing to acquire new customers, both offline and online, as a form of sharpening his brand image, to encourage the currently high level of consumer satisfaction.
Armed with a network of 134 outlets in Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek), the islands of Java, Sumatra and Kalimantan, Fore Coffee is also optimistic about adding around 75 outlets in mid-size cities, so that the target of 200 outlets by the end of 2023 can be achieved. [antaranews/photo special]
