Malaysia’s well-known coffee chain, Zus Coffee, has made its debut in Indonesia, marking its first venture into Jakarta. The launch marks yet another step in the company’s ambitious strategy to expand across Southeast Asia.
The opening of the new store in Puri Indah Mall is the result of a collaboration with Kapal Api Group. This latest venture follows Zus Coffee’s successful expansions into other Southeast Asian countries, including the Philippines, Singapore, Brunei, and Thailand.
Zus Coffee, established in 2019, began as a delivery-centric coffee kiosk operation. Since then, it has rapidly grown, fueled by the integration of a technologically advanced model that includes app-based ordering, pickup, and delivery services. Currently, Zus Coffee operates over a thousand stores throughout the region.
According to Venon Tian, Group COO of Zus Coffee, Indonesia holds significant strategic value due to its rich coffee culture and an ever-changing consumer demand. As part of its expansion strategy, localisation remains a vital component, with the introduction of market-specific beverages alongside its main menu offerings.
Over the years, Zus Coffee has solidified its position as one of Malaysia’s largest coffee chains and has emerged as a strong contender to the global giant, Starbucks. An investment of US$57.27 million (RM250 million) has been further secured by the company to facilitate its regional growth in 2024.
As part of its expansion strategy, the company launched its inaugural stores in Thailand last year, planning to inaugurate 200 new stores across Southeast Asia. Parent company Zuspresso has set ambitious targets to add a minimum of 107 outlets in Malaysia, around 80 in the Philippines, and six in Singapore this year.
What is Zus Coffee’s expansion strategy?
Zus Coffee is focusing on expanding across Southeast Asia, having already established a presence in countries like the Philippines, Singapore, Brunei, Thailand, and now Indonesia.
How does Zus Coffee approach new markets?
Zus Coffee has a strategy of localisation as it enters new markets. This involves introducing market-specific beverages alongside its core menu offerings to cater to local tastes and preferences.
What kind of investment has Zus Coffee secured for its future growth?
Zus Coffee has secured an investment of US$57.27 million (RM250 million) to support its regional growth in 2024.
