The Jakarta-based mobile coffee cart business is seeking to position itself as Indonesia’s preferred value-focused coffee chain
From 2024, Jago will expand from Jakarta to other major cities in Indonesia | Photo credit: Jago
Indonesian coffee startup Jago has outlined ambitious plans to expand its electric mobile coffee cart fleet to 10,000 by the end of 2026.
The Jakarta-based company, which completed a $2.2m pre-Series A funding round in October 2022, currently operates 30 carts in the Indonesian capital.
From 2024, Jago will expand outside of Jakarta to Indonesia’s other major cities, such as Yogyakarta, Medan and Sumatra.
CEO Yoshua Tanu expects to expand to 1,300 mobile carts by 2024 before accelerating the rollout to 10,000 in the following two years.
Launched in 2020, the technology-focused company is seeking to provide a more affordable coffee offering to the Indonesian masses, positioning itself as the ‘daily choice for the lower and middle class’.
An average Jago coffee costs Rp 8,000 ($0.51) compared to the Rp 40,000 ($2.50) at US coffee chain Starbucks.
Indonesia is the fourth largest coffee producing country in the world, behind Brazil, Vietnam and Colombia, and has a well-established branded coffee chain market.
Domestic chain Kopi Kenagan, which began its international expansion in Malaysia in October 2022, is the market leader with over 600 stores ahead of Starbucks' 500 outlets.
World Coffee Portal forecasts the total Indonesian branded coffee shop market will reach 4,100 outlets by 2025.