Cotti Coffee's outlet at Kuningan City Mall, Jakarta | Photo credit: Kuningan City Mall

China’s Cotti Coffee has opened its first store in Indonesia at Jakarta’s Kuningan City Mall, less than a week after opening its first international site in Seoul, South Korea. 
 

The value-focused coffee chain operates both company-owned and franchised sites across China, primarily smaller format stores focused on takeaway trade and has opened 5,000 locations since launching in October 2022. 
 

Cotti Coffee’s pricing in Indonesia mirrors its value-focused strategy in China and that of rival chain, Luckin Coffee. Beverages start at Rp 18,000 ($1.17) and the chain offers promotional discounts for first-time customer and those ordering via its app. 

The Indonesian branded coffee shop market is highly focused on value, with prominent domestic chains Kopi Kenangan and Tomoro Coffee deploying low prices and discounts to attract a broader customer base. 

The average price for a beverage at Jakarta-based coffee start-up Jago is just Rp 8,000 ($0.51). 

In comparison, the average cost of a beverage at US coffee giant Starbucks, which has more than 540 stores in Indonesia, is nearly five times higher at Rp 40,000 ($2.50).   

Having launched a global franchise recruitment drive in August 2023, Cotti Coffee is expected to continue international expansion. The coffee chain is reportedly preparing to launch in Japan, with a store in Tokyo in development, while expansion to Thailand and Singapore has also been mooted.