Caffe Bene, a South Korean coffee franchise, is accelerating its marketing in Southeast Asia. The company has opened its fourth branch in the Aeon Mall in Tangerang City, the company said on July 15. The city is near Jakarta, the capital of Indonesia, the country that produces the largest amount of coffee in Asia.
Caffe Bene’s Aeon Mall café is on the first floor of the Aeon Mall shopping center, a new fixture of Tangerang City. The café has 108 seats in the area of 280 m2, 52 seats of which are in the outdoor terrace in front of the entrance of the shopping mall.
Tangerang City is a “new city,” which attracts many local people on the weekend. The city is also a middle class residential area. The Indonesia Convention Exhibition (ICE) is nearby as well, giving the area a lot of floating population. The ICE hosts various fair events as well as the performances of overseas musicians, including Korean pop stars like Big Bang. The city also has commercial areas around the Swiss German University and Prasetiya Mulya Business School, which may bring steady profits throughout the year.
In addition, Caffe Bene has a new menu, having studied local customers while enhancing its competence attributed to “South Korean café culture.” The company released “K-Coffee,” which is a reinterpreted version of South Korean sweet coffee. The company also provides “frappenos” made of ground ice, as well as hot beverages.
Moreover, considering the local food culture where people have meals and deserts at once, Caffe Bene has developed an affordable meal menu that includes pasta and pizza at around 6000 to 7000 won. The company has also developed new foods made with kimchi, which are adjusted for the local taste.
Caffe Bene has now entered 11 overseas markets across North America, Asia, and the Middle East. The company has 40 shops in the United States, and recently opened a 7th shop in Malaysia, and 8th and 9th shops in Mongolia, developing its brand in Southeast and Central Asia.
An official of Caffe Bene said that the company’s marketing strategy is localization, while emphasizing its own competence and South Korean café culture. The Aeon Mall branch of Caffe Bene will brand itself as a South Korean style café providing a menu tailored for the local taste, the official said. The company will also provide events and additional services to attract customers.