Jakarta welcomed its first Starbucks outlet almost two decades ago, long before independent coffee shops started to appear all over the city, especially since the rise of third wave coffee in around 2012.

Starbucks outlets in Jakarta were initially found in high-end shopping malls, mainly offering espresso-based drinks that are not considered cheap, compared to those offered by most of its competitors, whether local or foreign.

Now in 2020, the American coffeehouse chain has 440 outlets in Indonesia, spread across 33 cities. Its latest outlet, which opened on Feb. 20, is in an unusual location for a Starbucks store: the Kampung Bali area of Tanah Abang district in Central Jakarta. This opening marks the debut of the Starbucks Community Store in Indonesia, which aims to have a positive impact on its surroundings through its activities.

The store, covering an area of 250 square meters, provides a special area that can be used by children’s development programs conducted by partner NGOs. It also hires local residents and donates a few percent of the proceeds from sales to its NGO partners, namely Sahabat Anak and Indonesian Street Children Organization.

The Jakarta Post’s Muthi Achadiat Kautsar talked to Anthony Cottan, director of PT Sari Coffee Indonesia, over a cup of Betawi Latte, the coffeehouse’s new beverage named after Jakarta’s native Betawi people, launched on the community store opening day.

Question: What is the difference between Community Store and other types of Starbucks store such as Core Store and Reserve Store?

Answer: This one is nothing to do with coffee. We are really a community meeting place. We don’t just sell coffee. [While] Reserve store [is all about] special coffee and how we prepare coffee.

A cuppa for the community: PT Sari Coffee Indonesia director Anthony Cottan is seen behind the counter of Starbucks Community Store in the Kampung Bali area, Tanah Abang district, Central Jakarta. (JP/Arief Suhardiman)

Why did you decide on Tanah Abang?

I have wanted to open here for 10 years, and most of the people who say I cannot open here […]. They said, Pak [shaking head]. It was a crazy idea.

You don’t hear too many good stories about Tanah Abang. […] But when you come here, it’s a different story. I think when you’re around here, it has a life of its own. Why should we not make the community of Tanah Abang more welcoming? Because when people come here, they realize that the people here are very nice, normal people.

So, I think we wanted to make a place in every neighborhood where people can easily meet, and most of our new stores are in neighborhoods. If you go to Pamulang district [in South Tangerang, Banten], […] people told me, don’t open in Pamulang. We opened and it’s actually very busy.

What does it take for a neighborhood or certain area to finally have a Starbucks store?

Usually we look for certain drivers that are going to bring people to the store. A university, banks, commercial [spaces], [mid-level] housing. I feel [that] here [in the shophouse complex where Starbucks Tanah Abang is located] there are more banks than I’ve ever seen in one row.

We [also] use some scientific demographic mapping system, so it takes all the information from the census, about how many people are in one area, and we map all of our competitors, all of the commercial [activities], and it tells us where there is a high chance of success. So, we do use a bit of science to know where to go. And sometimes we use gut feeling, [or we] listen to [friends’] suggestions.

Highlight of next opening plans?

[…] We’re going to Papua, so I think that will be very interesting that we can also follow the government trying to help Papua. Now people in Jayapura, Timika will also have a chance to hang out with Starbucks. [And] we are going to have a store with older people, […] I’m not sure where it’s going to happen […]. Everybody [who works there] will be over 50 years old.