Currently, Indomaret's coffee brand, Point Coffee, is gaining a lot of attention for its consistent taste, which makes many consumers willing to spend their money on repeated purchases. Behind this consistent taste is an influential figure responsible for creating the recipes for every Point Coffee menu item. That person is Hendri Kurniawan, an internationally certified Barista Judge who won the World Barista Championship Technical Judge award in 2012.
The Story of Hendri Kurniawan, Owner of A Bunch of Caffeine Dealers (ABCD) Coffee Shop and ABCD School of Coffee
It all began when Hendri was invited by Indomaret's CEO and Special Project Director. He then came up with a new idea: utilizing Indomaret stores. Not only did he develop the system, but Hendri also took a hands-on role in training Indomaret's baristas to prepare the coffee drinks whose flavors have become so popular with the public. As a result, Point Coffee remains a customer favorite, even though it does not provide a space for customers to hang out for extended periods.
When Point Coffee first emerged in 2016, it was not yet as well-known as it is today and required considerable effort to introduce the brand to the public. At the time, its menu was not as extensive as it is now, but it managed to attract customers through the discounts it offered. Moreover, Point Coffee's baristas were known for being friendly and helpful when serving customers. Today, customers eagerly look forward to Point Coffee's I Like Monday promotion, even though the discounts have gradually decreased. Nevertheless, the brand has successfully built customer loyalty because its coffee tastes good and remains relatively affordable compared to its competitors, even without discounts.
From this, we can see that marketing strategies are influenced by more than just one factor. There are many supporting factors that companies may not always consider, such as training baristas to have sufficient knowledge so they can provide recommendations and apply targeted selling skills. In addition, consistency in taste, service, and systems is essential to encourage customers to continue purchasing a product.
