Fore to ramps up network in Indonesia

Indonesian coffee chain Fore Coffee is plotting an aggressive expansion plan that will make it the largest coffee operator in the country.

Fore Coffee says it has partnered with hotel operator Airy to open 1000 new locations at the latter’s hotels across Indonesia.

The new outlets will add to its current network of more than 100, making it the largest player in Indonesia’s coffee chain market, currently dominated by Starbucks, which has around 450 outlets.

The expansion comes after Fore Coffee secured fresh funding from venture capital firm East Ventures earlier this year.

Launched in August 2018, Fore Coffee offers a seamless customer experience with its mobile app allowing customers to order coffee via the app and have it delivered to them or pick it up in-store. It says it is inspired by Chinese coffee chain Luckin, which embraced digital commerce by offering in-app purchases.

Indonesian coffee chain Fore’s app has added 70,000 registered users since its launch in December last year. It has collaborated with digital wallet companies Ovo and Go-Pay, and plans to team up with many more to expand its mobile payment options.

Fore is not the only coffee chain vying for the biggest slice of Indonesia ́s coffee chain market. Rival Kopi Kenangan plans to grow its network from around 80 outlets currently to 1000 by 2021, having raised US$20 million from Sequoia India.