Business Environment

J.CO Doughnuts' brand strategy【Imitation of Starbucks' concept of a third place】



J.CO Doughnuts, which has grown to mimic the concept of Starbucks' third place

When I first came to Indonesia in 1997, there were four ubiquitous fast food restaurants that left a lasting impression on me: McDonald's, KFC, Pizza Hut, and Dunkin' Donuts.

I remember that the doughnuts at Dunkin' were so sweet that even many sweet-toothed Indonesians, who drink their coffee with three or four spoons of sugar, would say publicly that they hated Dunkin' because it was too sweet.

In 2005, Johnny Andrean, a major chain of salons, cancelled at the last minute the plan to franchise Krispy Kreme, an American company, in Indonesia, and opened J.CO Doughnuts based on the knowledge they had learned about manufacturing methods.

At the time, there was a lot of gossip about how they opened J.CO Doughnuts based on the knowledge they had learned about manufacturing methods.

J.CO Doughnuts was a big hit with the "free glaze with any drink order" strategy, and quickly expanded its store network throughout Indonesia, beating out Crispy Doughnuts, which entered the market at the same time.

In the 20 years since Dunkin' expanded into Indonesia in 1985, it has opened a network of more than 200 stores mainly in major cities in the country, creating an image of "doughnuts as hard, heavy, and sweet.

The soft and light texture of J.CO changed the image of doughnuts, and at the same time created a new way of doing things, such as drinking authentic coffee made from carefully selected beans from Sumatra, Sulawesi, Java, etc. in a bright and open store, and I remember that it supported the dawn of the cafe boom in Indonesia.


While Starbucks' concept of the "third place" is to be a first place home, a second place office, and Starbucks as a third place to relax, the concept of J.CO is also not just a donut shop, but a high quality donut and coffee and mimics the Starbucks concept in that it seeks to provide a comfortable place for people to relax with thoughtful service.

J.CO in Bekasi, which has nothing to do with PSBB2, coffee Rp. 23,000 with a glaze, and a table with a power supply designed like a bar in a vaulted space where you can stay for a long time, not as sophisticated as Starbucks, but the service by "normal girls" in a stylish space makes you feel comfortable. The strongest customer experience in Costa.

J.CO Doughnuts' brand strategy, very similar to Starbucks

Now J.CO Doughnuts has expanded to 232 stores (as of July 2019) in Indonesia and Malaysia, Singapore, the Philippines, Saudi Arabia and China, and a thorough brand strategy to raise awareness with a distinctive orange logo that can be identified at a glance, and a green mermaid logo around the world It's the very strategy of Starbucks that has raised awareness.

Moreover, J.CO's logo is very similar to Starbucks' old logo from 2005, with a peacock symbol reigning in place of a mermaid in a circle with a border that is almost identical in size and shape, symbolizing the beauty and grace of a timeless donut, with only the word J.CO in the logo to represent Coffee and not mention "Donuts" because J.CO wanted simplicity to make it easier for consumers to remember and harder for them to get bored.

J.CO, a member of the Johnny Andrean family of major salon chains, means Johny Corporation Donuts & Coffee, a name that is modern, elegant, simple and easy to remember as consumers were more likely to trust foreign brands when it opened in 2005. ... It looks exactly like the old Starbucks logo.
Starbucks City Walk My back is slipping. Slight leaning.

When I was living in Japan until 23 years ago, Japanese beef was the best in Japan, and the best fish was domestic, and Australian beef and Korean clams were considered too dangerous to eat.

In Indonesia, it's quite the opposite: imported clothes, food, and accessories from abroad (barang impor) are the proof of high quality.

The name "J.CO", the logo, and the business concept of "Third Place" are so sophisticated that if you don't know the name, the logo, and the business concept of "J.CO", you'd be forgiven for thinking it was an imported brand from the United States.

Originally, it was the culture not only in Indonesia but also in Southeast Asia in general for ordinary people to hang out and talk at roadside stalls.

J.CO was a place where upper middle class young people living in the city could gather, where office workers could stop by to work with their laptops open, or where they could meet up with customers to discuss business. It was not a new doughnut store, but rather a new lifestyle proposal.