How Fore Coffee Competes with Starbucks: A New Era of Local Coffee Innovation

In a market long dominated by international coffee chains like Starbucks, local brands in Southeast Asia are beginning to make waves. One such standout is Fore Coffee, an Indonesian startup that has quickly gained popularity for its innovative approach, affordable pricing, and deep understanding of local preferences. This article explores how Fore Coffee is managing to compete with Starbucks and other major players, ushering in a new era of local coffee innovation.

The Rise of Fore Coffee

Founded in 2018, Fore Coffee began as a tech-driven coffee startup in Jakarta. Its name—derived from the word “forest”—symbolizes the brand’s vision of growth and sustainability. Starting with a focus on mobile app orders and quick delivery, Fore Coffee tapped into the needs of a young, urban consumer base that values both convenience and quality.

Within its first year, the company rapidly expanded, opening dozens of outlets across Indonesia and raising significant venture capital funding.

Understanding the Local Market

Unlike global chains that often apply a one-size-fits-all strategy, Fore Coffee tailors its products to suit Indonesian tastes. Local favorites like Kopi Pandan, Es Kopi Aren, and Kopi Gula Jawa (coffee with palm sugar) are menu staples that appeal to local palates.

This localization strategy gives Fore Coffee an edge over international brands like Starbucks, which are often seen as premium or foreign. Fore speaks the local language—both literally and culturally—making it more relatable and accessible.

Tech-First Approach

One of Fore Coffee’s strongest assets is its technology integration. From day one, it positioned itself as a digital-first brand. Customers can order via a sleek mobile app, earn rewards through a loyalty program, and even schedule pick-ups or deliveries. This app-based ecosystem enhances the customer experience and encourages repeat business.

Starbucks has digital tools too, but Fore Coffee was born in the digital era, making it more agile and adaptable. Its data-driven operations help optimize inventory, manage supply chains, and adjust marketing strategies in real time

Competitive Pricing and Accessibility

While Starbucks is often associated with premium pricing, Fore Coffee offers high-quality beverages at more affordable prices. In a price-sensitive market like Indonesia, this makes a huge difference.

For example, a typical iced coffee from Fore might cost around IDR 20,000–30,000, compared to IDR 40,000–60,000 at Starbucks. Combined with smaller-format stores and delivery options, Fore’s model is more suited to high-density urban areas where customers want quick, cost-effective caffeine fixes.

Sustainability and Local Sourcing

Fore Coffee places a strong emphasis on sustainability and local sourcing. By working with Indonesian coffee farmers and promoting traceability, the brand appeals to eco-conscious millennials and Gen Z consumers. This focus also helps support the local economy and build a strong national identity around coffee culture.

Starbucks also engages in ethical sourcing, but Fore Coffee’s local-first message resonates more powerfully with Indonesian consumers who want to support homegrown businesses.

Community Engagement and Branding

Fore Coffee has built a loyal community through clever social media marketing, partnerships with influencers, and limited-edition collaborations. Its branding is modern, playful, and designed for Instagram and TikTok—a stark contrast to Starbucks’ more uniform, corporate image.

By actively engaging with its customers online and offline, Fore Coffee cultivates a sense of belonging and brand loyalty that goes beyond just the product.

Expansion Strategy

Though still behind Starbucks in terms of global presence, Fore Coffee is expanding rapidly within Indonesia and exploring regional growth. Its scalable model—tech-driven, delivery-friendly, and cost-efficient—positions it well for expansion into other Southeast Asian markets.

The brand’s recent moves into super apps like Gojek and Grab have further widened its customer reach.

Fore Coffee’s stock market

PT Fore Kopi Indonesia Tbk (ticker symbol FORE) officially debuted on the Indonesia Stock Exchange (IDX) on April 14, 2025, following an IPO that offered 1.88 billion new shares, representing 21.08% of its capital, at an initial price of IDR 188 per share . The offering was oversubscribed by more than 200 times, drawing participation from over 114,000 retail investors

On its first day of trading, shares soared 34.04% to IDR 252, hitting the upper trading limit (ARA) . As of mid‑July 2025, FORE trades around IDR 620–630 per share, down from its 52‑week high of IDR 800 recorded in June 2025, but still reflecting a substantial year‑on‑year gain since its IPO .

Backed by strong financial performance—revenue surged to IDR 1.04 trillion in FY 2024 and net profit leapt over 4,900% to IDR 58.2 billion—FORE’s stock reflects investor optimism around its growth trajectory and premium‑affordable positioning in Indonesia’s expanding coffee market .

Challenges Ahead

Despite its impressive growth, Fore Coffee still faces several challenges:

• High competition from both local brands (like Kopi Kenangan and Janji Jiwa) and international chains.
• Operational efficiency as it scales.
• Maintaining quality and brand identity across a growing number of outlets.

Yet, its solid foundation and innovative approach give it a fighting chance in the fast-evolving coffee market.

Conclusion

Fore Coffee is not just another coffee chain—it represents a new wave of local entrepreneurship that combines technology, cultural relevance, and modern branding. By understanding its audience and delivering a locally-inspired, tech-savvy experience, Fore Coffee is proving that a homegrown brand can stand toe-to-toe with global giants like Starbucks.

As consumer preferences shift toward personalized, affordable, and sustainable choices, brands like Fore Coffee are leading the way into the future of coffee culture in Indonesia and beyond.