The Indonesia-based digitally-native beverage brand has opened 60 stores in its home country since its inception in June 2020, and now plans to expand to 300 stores by the end of 2022.
Hey! Kafe is the brainchild of Edward Djaja, Founder of Seven Retail which houses a number of up and coming retail brands such as Golden Lamian, Indonesia’s Chinese Fast-Casual Chain that has already launched over 70 stores since its inception in 2017.
Djaja said: “Here in Hey! Kafe, our North Star metric is same-store sales growth, which enables the brand to achieve stellar unit economics. We are proud to say that our strategy has resulted in a payback period of under 12 months, which is a key milestone for us to scale rapidly in a sustainable manner in the coming years.”
Hey! Kafe achieves this North Star metric by continuously investing in branding and new product development. A repetitive and scientific product development process allows Hey! Kafe to test over 20 product concepts each month, which has led to a slew of unique and best-selling menu items including the Hey-Shake Series!.
