{"id":2898,"date":"2025-12-20T06:46:44","date_gmt":"2025-12-19T22:46:44","guid":{"rendered":"https:\/\/heybali.info\/news\/?p=2898"},"modified":"2025-12-20T06:47:55","modified_gmt":"2025-12-19T22:47:55","slug":"dewa-19-coffees-airport-ambition-a-calculated-brand-play-or-a-star-powered-risk","status":"publish","type":"post","link":"https:\/\/heybali.info\/news\/dewa-19-coffees-airport-ambition-a-calculated-brand-play-or-a-star-powered-risk\/","title":{"rendered":"Dewa 19 Coffee\u2019s Airport Ambition: A Calculated Brand Play or a Star-Powered Risk?"},"content":{"rendered":"\n

JAKARTA<\/strong> \u2014 In a move that blends celebrity influence with sharp business strategy, Dewa 19 Coffee<\/strong>, the caf\u00e9 chain fronted by rock icon Ahmad Dhani<\/strong>, has announced a nationwide franchise blitz with a clear first target: dominating Indonesia\u2019s 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 \u201call airports.\u201d<\/p>\n\n\n\n

The \u201cFive-Star\u201d Franchise Model and Airport Allure<\/strong><\/h2>\n\n\n\n

The franchise is structured in tiers\u2014akin to hotel ratings\u2014from \u201cthree-star\u201d grab-and-go kiosks to lavish \u201cfive-star\u201d 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\u2019s vision is clear: \u201cWherever there\u2019s an empty space, we\u2019ll fill it.\u201d<\/p>\n\n\n\n

\u201cOur fundamental content is the success story of Dewa 19,\u201d Dhani stated, comparing the venture to globally recognized concept brands like Hard Rock Cafe. Yet, the chain insists it\u2019s more than just memorabilia. Operations lead Leonard emphasized a \u201cnationalist coffee\u201d approach, where each outlet\u2014including airport ones\u2014will feature hyper-localized menus developed with regional experts, a direct challenge to the standardized offerings of international chains.<\/p>\n\n\n\n

The Bali Question and Economic Realities<\/strong><\/h2>\n\n\n\n

For Bali<\/strong>, 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<\/em> coffee culture\u2014perhaps offering a signature Bali Arabica blend or locally-inspired pastries\u2014rather than relying solely on band nostalgia. In Bali\u2019s saturated caf\u00e9 scene, brand recognition might secure initial curiosity, but only quality and a compelling experience would guarantee repeat business from tourists and expatriates alike.<\/p>\n\n\n\n

Deep Dive: Is the IDR 500 Million Franchise Fee a Sound Investment?<\/strong><\/h2>\n\n\n\n

The stated minimum investment of IDR 500 million<\/strong> (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?<\/p>\n\n\n\n

The Case For:<\/strong><\/h3>\n\n\n\n