JAKARTA — In a move that blends celebrity influence with sharp business strategy, Dewa 19 Coffee, the café chain fronted by rock icon Ahmad Dhani, has announced a nationwide franchise blitz with a clear first target: dominating Indonesia’s airport terminals. This partnership with transport-hub specialists marks a pivotal shift from standalone outlets to a scalable, location-driven model, beginning with airports in Surabaya and Solo before aiming for “all airports.”
The “Five-Star” Franchise Model and Airport Allure
The franchise is structured in tiers—akin to hotel ratings—from “three-star” grab-and-go kiosks to lavish “five-star” flagship venues that promise full dining and live entertainment. The airport strategy is deliberate: it captures a captive, high-spending audience of domestic travelers and tourists, embedding the brand in the national psyche as a premium local choice. Dhani’s vision is clear: “Wherever there’s an empty space, we’ll fill it.”
“Our fundamental content is the success story of Dewa 19,” Dhani stated, comparing the venture to globally recognized concept brands like Hard Rock Cafe. Yet, the chain insists it’s more than just memorabilia. Operations lead Leonard emphasized a “nationalist coffee” approach, where each outlet—including airport ones—will feature hyper-localized menus developed with regional experts, a direct challenge to the standardized offerings of international chains.
The Bali Question and Economic Realities
For Bali, a critical gateway for international tourism, this expansion presents an intriguing possibility. Should a Dewa 19 Coffee open at Ngurah Rai International Airport, it would tap into a massive flow of global visitors. Its success would hinge on its ability to authentically represent Indonesian coffee culture—perhaps offering a signature Bali Arabica blend or locally-inspired pastries—rather than relying solely on band nostalgia. In Bali’s saturated café scene, brand recognition might secure initial curiosity, but only quality and a compelling experience would guarantee repeat business from tourists and expatriates alike.
Deep Dive: Is the IDR 500 Million Franchise Fee a Sound Investment?
The stated minimum investment of IDR 500 million (approx. USD 31,000) is just the entry ticket. Prospective franchisees must budget for fit-out, airport-premium rents, staffing, and ongoing royalties. The crucial question: does the Dewa 19 brand justify the premium?
The Case For:
- Built-in Audience: The brand carries immense recognition, potentially reducing marketing costs and guaranteeing initial foot traffic.
- Strategic Locations: Airports offer high footfall and limited competition, with customers less price-sensitive.
- Scalable Model: The tiered “star” system allows for flexibility in different airport zones, from quick kiosks in departure gates to spacious lounges in check-in halls.
The Case Against (The “Celebrity Business” Sunset Risk):
History is littered with short-lived celebrity ventures. The critical pitfall is when the business is a merchandise play rather than a product-led enterprise. As one industry analyst noted, “Coffee is not bought; the experience is. You buy the taste, the ambiance, the consistency.” Businesses that lean too heavily on a famous name without a superior core product often fade when the novelty wanes—a pattern observed in many celebrity-backed F&B ventures.
The Core Challenge
The franchise’s success hinges on a fundamental pivot: It must transition from being ‘Dhani’s coffee shop’ to being a premier ‘Indonesian coffee experience’ that happens to be owned by Dhani. The localization strategy is a smart move in this direction.
If the management prioritizes stringent quality control, barista training, and a genuinely competitive menu, the IDR 500 million investment could tap into a growing demand for local pride in consumption.
However, if it remains a loosely managed brand extension, it risks becoming a footnote in Indonesia’s vibrant coffee shop history, despite its ambitious airport rollout.
For global investors and Bali-based entrepreneurs watching this space, Dewa 19 Coffee represents a high-profile test case: Can a celebrity brand evolve into a lasting, quality-driven institution in Indonesia’s competitive culinary landscape? The answer will be brewed one cup at a time.
Hey Bali News provides discerning, analytical coverage of business and economic trends in Indonesia, offering global readers and residents the critical insight needed to navigate the archipelago’s dynamic market.