This article was originally published on January 20, 2021.

We can’t get enough of the Indonesian digital coffee chain Kopi Kenangan – not just their iced coffee on a hot day.

The startup has been in the spotlight with its high-profile funding rounds, including a US$109 million Series B round in May 2020. Kopi Kenangan has big ambitions for continuous expansion.

“What if we open one new store every day, instead of just five to 10 each month?” says Co-Founder & COO James Prananto in an interview with e27.

The company’s success has shown promise, with Nielsen Company naming Kopi Kenangan first in top-of-mind awareness for milk coffee and second in general coffee category after a multinational chain. This success is impressive given Kopi Kenangan’s short operational history.

To achieve their goal of daily store openings, Kopi Kenangan is taking practical steps. In this series, Prananto shares how they plan to achieve this goal.

This article will cover:

– Importance of brand-building for business growth
– Using technology for business scalability
– Maintaining a Day One mentality as founders

Also Read: How this startup can help you enjoy coffee while saving the environment

Building a strong brand

Before scaling up, Kopi Kenangan focuses on building a distinct brand in a competitive market. They emphasize brand identity and brand promise as key strategies.

“Winning is about being different from competitors, with a brand promise to customers,” Prananto explains.

Kopi Kenangan stands out by incorporating unique and catchy themes into their brand, including beverage names like “memories of the ex-lover” coffee. This approach sets them apart in the market.

Once the brand identity is set, Kopi Kenangan focuses on delivering high-quality products and services to uphold their brand promise.

“Branding goes beyond design. It’s about the entire customer experience,” Prananto emphasizes.

“By doing things right, you create brand awareness without heavy spending on customer acquisition,” he adds.

Even with limited funding during the brand creation phase, Kopi Kenangan’s founders took charge. Today, the company continues to prioritize brand building across all teams, launching the Kopi Kenangan Academy for employee training.

Scaling the business

With a strong brand in place, Kopi Kenangan focuses on expanding their operations. Prananto details how technology plays a critical role in achieving their daily store opening goal.

The company uses proprietary heatmap technology to identify customer locations and assess potential store sites efficiently. They streamline store construction by using a modular system for consistent outlet design and operations.

Challenges arise in maintaining operational consistency while rapidly opening new stores. Kopi Kenangan invests in learning and development and leverages technology to address these challenges effectively.

Prananto reveals plans for a smart management system to automate store operations, enhancing efficiency further.

Also Read: This robotic coffee barista will greet travelers at Japan’s train stations

Embracing a Day One mentality

While technology aids in their expansion, Prananto emphasizes the importance of maintaining a strong company culture. Adopting a “Day One” mentality keeps the team agile and customer-focused, avoiding complacency.

“Every day should feel like Day One. This ensures we remain relevant and customer-driven,” Prananto notes.

Through OKRs and a customer-centric approach, Kopi Kenangan unites its team under a common goal, emphasizing the sensory experience in branding.

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Prisca Akhaya T. also contributed to this article.

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Image Credit: Kopi Kenangan

Originally published on January 20, 2021

The post Caffeinated expansion: How Kopi Kenangan achieves its goal of opening one new store per day appeared first on e27.