Beyond satisfying Jakarta's appetite for regional flavors, the initiative also highlighted how digital platforms can help culinary businesses find new customers beyond their home markets.

For Makmur Jaya Coffee Roasters, expanding its reach has been part of the Bandung-born coffee brand’s growth journey. The business has recorded 5.3-fold growth on GoFood over three years and its coffee has also made appearances at international events, including the World Economic Forum in Davos and World of Coffee Asia in Bangkok.

“Bringing Makmur Jaya beyond Bandung is about more than reaching new customers. It's about sharing our passion for Indonesian coffee with a wider audience. GoFood has helped us connect with more customers and grow our business, and we're excited to bring that experience to Jakarta,” said Nicholas Stevan, chief operating officer of Makmur Jaya Coffee Roasters.

Makmur Jaya's experience reflects the opportunities available to regional culinary businesses as digital platforms make it easier for consumers to discover brands beyond their immediate areas.

Dani Oktobianto, vice president of sales at Gojek, said the initiative was designed to help more merchants tap into demand outside their home cities.

“Great local food deserves to be discovered by more people. Through Little Bandung by GoFood, we want to help Bandung's culinary merchants reach new customers beyond their hometown while giving Jakartans an exciting way to explore and enjoy the flavors they love,” Dani said.

The event came ahead of National Online Shopping Day (Harbolnas) 2026, as efforts to encourage local consumption and strengthen small businesses continue to gain momentum.

The Trade Ministry has welcomed the initiative as an example of collaboration between the government and digital platforms to expand market access for regional businesses.

“The challenge for businesses today is not only getting started but also sustaining and growing their operations. While the government creates an enabling business environment, platforms like GoFood help businesses reach more consumers and access wider markets,” said Dwinanto Rumpoko, director of electronic commerce and trade at the Trade Ministry.

“Little Bandung is a tangible example of this collaboration, in line with Harbolnas' spirit of supporting local products and helping businesses grow,” he added.

As more culinary brands seek customers beyond their hometowns, initiatives like Little Bandung illustrate how Indonesia's diverse food culture can find new markets without losing its local roots.

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