A viral video shows a foreigner trying mobile coffee or kopi keliling, which is a growing retail business phenomenon in Indonesia.
In the past 1-2 years, it has become increasingly common for those living in Indonesia, especially in big cities like Jakarta, to find travelling coffee carts.
Mobile coffee is actually not a completely new phenomenon. But in the past year, the method of selling the drink has evolved with a coffee shop-style menu, mainly found in several office areas in Jakarta.
Their presence also attracts foreigners or expats in Indonesia. One of the videos that went viral on TikTok shows a foreigner on the account @mattshoeexperience trying out the coffee travelling in Jakarta.
From his social media accounts, Matt likes to explore street food in Indonesia.
In the video, Matt tries one of the coffee variants sold for a wallet-friendly IDR 10,000, or as he captioned in his video, “$0.6 Coffee in Jakarta”. This affordability makes the experience even more appealing.
@mattshoeexperience $0.6 Coffee in Jakarta, Indonesia 🇮🇩 #indonesia ♬ original sound – mattshoeexperience
Of course, this is a new experience for a foreigner coming to Indonesia. Matt also observed that the coffee cart provided ice cubes ready to be put in cups of coffee that had been brewed beforehand.
After savoring the coffee, Matt noted that it was a sweet and refreshing treat with a subtle coffee flavor. He also pointed out the practicality of these carts, which he often sees in Jakarta, making it a convenient option for a quick caffeine fix.
The phenomenon of mobile coffee in Indonesia
Mobile coffee sellers have existed for a long time in Indonesia, especially in Jakarta. They are usually called “starlings” and use bicycles.
Nowadays, business people also try various ways to make their products and marketing methods “viral” in the market. That is, it’s not just about innovation or breakthroughs but also how much impact it can have.
Retail players who previously operated offline coffee shops began to examine the potential of mobile coffee.
Attracted by low prices but premium coffee flavours, they usually target Jakarta office workers who like to buy coffee in the morning.
A number of coffee shops have now adopted a mobile marketing strategy, making it easier for consumers to buy coffee despite their busy schedules.
In addition to being more profitable for consumers, the presence of mobile coffee can also help increase employment.
Mobile coffee “kopi keliling” recommendations
Of the many retail players that deploy mobile coffee fleets, here are some recommendations that you can try.
Jago Coffee
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Often regarded as the pioneer of mobile coffee, Jago Coffee started operating in 2019. After the pandemic, Jago Coffee carries a new concept of picking up the ball to get closer to customers.
The brand usually travels around Jakarta’s busy areas, such as Sudirman and SCBD, selling a variety of drinks, including coffee and non-coffee. The coffee price starts from IDR 8,000.
Sejuta Jiwa from Janji Jiwa
If you look at the video above, the name of the mobile coffee brand is Sejuta Jiwa.
The success of Janji Jiwa’s mobile coffee shop is that it is able to sell hundreds of cups of coffee every day, not only to its loyal coffee fans but also to millions of souls in every corner of the city.
The main attraction of Janji Jiwa coffee lies in its diverse and enticing coffee menu, offering everything from espresso to latte. This variety ensures that there’s something for every coffee lover.
Haus
Unlike the others, this brand does not only provide coffee variants.
Haus is already known as a cheap drink brand with dozens of drink menus. Although not focused on serving coffee, Haus still releases some delicious coffee menus.
As an expat in Indonesia, have you encountered this coffee while travelling? If so, please take the time to try it and share your experience.
