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The Story behind the Hole

J.Co Donuts and Cofee

Have you ever imagine almost Indonesian enjoy having their lunch by eating some donuts? Yes, unbelievable isn’t it? It was never been cross my minds before that around 5 years ago a hole in donuts become so popular nowadays. So let’s spend your time a lil’ bit to read about this hole story, will you?

A doughnut, or donut, referring the definition from Wikipedia is a sweet, deep-fried piece of dough or batter. There are so many popular international brand for donuts such as Krispy Kreme and Dunkin’ Donut.

Dunkin’ DonutsYes, for so many years if you asked Indonesian about what first brand come to their mine if u asked about donuts, it must be two majority answer, the first one should be Dunkin’ Donuts and the second one would be donut kampoeng (a cheap home-made donuts). But, now the market seems to have another answers.

It’s exactly started one year ago; I went to this marketing seminar in my university that talked about brand positioning. Johnny Andrean, also known as popular hair stylist, is one of the main speakers. His jobs as a hair stylist, make him to travel around countries and he impressed me of his business instinct and entreprenuership ideas. He taught me a lot about his business history.

One of Johnny successful business is in this hole area known as J.Co Donuts and Coffee. His baby isn’t almost three years but it already makes heaps traffic in queuing area of the J.Co store to taste the crunchy. To him crunchy means profit. Yep that’s true, its real business.

Outlet J.CoWhat makes J.Co influence the market? the answer is product innovation. Dunkin donuts as a market leader was already in their comfort zone, make them uncompetitive to the innovation, consumer as the market didn’t have their ability to choose another product, since dunkin is the only one at that moment. J.Co as the new player bring the fresh air to market, by make donuts as a trend setting lifestyle. Marketing mix between sakura strategy and open-kitchen in every outlet seems attract customer curiosity to tried and tastes the new J.Co experience.

Can you imagine, J.Co first outlet was opened in Lippo Karawaci on June 26, 2005. Now its been succeeded to open 29 outlet nationally, including one outlet in Malaysia, and will J.Coing soon in Singapore next year. I must said that J.Co is one of the most successful Indonesia franchise, created and owned by Indonesian. We have something to be proud of and hope to see another innovative idea comes from Indonesian, we believe it will happen. I’m proud to be Indonesian.



  1. December 1, 2007 at 10:31 pm

    sadly andri, malaysia just opened new donut restaurant (named Big Apple) which logo is nearly the same with that of J.Co, and donuts sold there are pretty much the same with J.Co’s.

    this is ridiculous, so far J.Co has served me the most delicious donuts ever, there should never be any store selling the same donuts like J.Co, it’s ours, it’s our people’s innovation, we ought to protect J.Cooooooooo….

  2. December 2, 2007 at 2:30 am




    I’ve just checked about the Big Apple, and its a shame those Malaysian is a cruelly Copy Cat. You can check on above link, their claiming that Big Apple is new innovation of Donuts. We will see, Market isn’t that stupid right now, time will tell.

  3. yonna
    December 4, 2007 at 7:25 am

    @Gilang dan Sherwin
    dari kemarin rumpi beduaan aja…boleh nimbrung juga dong :mrgreen:

    ya emang salut banget bagi para pemilik ide bisnis yang brilian ini….dari sepotong donat bisa ngasih untung besar dan mendunia…waahh ckckck donuts make money for their lords…keren 🙂

  4. December 4, 2007 at 11:20 am

    Iya loh, gw kaget pas tau J.Co ini punya Jhonny Andrean…kirain merek luar gitu. Gw juga banggaaa…hehehe… 😀 beneran mau buka di Malay sama Singapore? Waaawww…hebatt…

    wah, gw kira udah orang indo yang paling doyan copy cat…menu-menunya si big apple mirip pisan sama J.Co!!

  5. December 4, 2007 at 9:19 pm

    halo yonna, hehe, ayo ayo ikutan..

    @gilang: thanks for the links, I actually bookmarked another website explaining in detail about this new donuts restaurant in Malingsia, however, the link disappeared from my bookmark..

    I do believe J.Co should go international, it tasted much better than dunkin donuts and crispy creme.. don’t let big apple popularize those kinds of donuts first than J.Co.. Peter Saerang, can you hear me???

  6. December 5, 2007 at 12:34 pm

    Iya nih suka nya gosip berduaan aja, makasih dah mampir lagi dan kasih comment disini, salam J.CO Lovers..

    Saya juga awal nya bertanya2… hebat juga ada inovasi produk seperti ini oleh orang Indonesia, salut buat Jhonny Andrean… iya Big Apple itu adik tiri nya J.Co makanya mirip banget

    Pasti bung yuki, J.CO Go International

  7. December 16, 2007 at 10:58 pm

    Bro, I thought J-co was from Singapore or other country. Was it really Jhonny Andrean’s innovation?

  8. December 17, 2007 at 1:15 am


    Bread Talk is from Singapore, and J.Co fortunately was one of Jhonny Andrean brightest invention beside his bridal store. You can check on their website http://www.jcodonuts.com or Wikipedia, the free encyclopedia

    … J.CO Donuts is a bakery retailer in Indonesia specialising in doughnuts and coffee. The company is owned and managed by Johnny Andrean, a famous Indonesian…

  9. December 17, 2007 at 2:10 am

    wow.. i thought that Bread Talk was also Jhonny Andrean’s.. ^^v

    so i heard, at first he was actually gonna franchise on Krispy Kreme, but it was way to expensive and so he ended up creating J.Co, with its glazzy donuts a bit like Krispy Kreme’s but not as sweet (guess KK dun really get our Indonesian tongues cos of that extreme sugary taste).. then he created new variations which again added the value..
    n some people say that J.Co’s chef was d one who worked for KK..

    dunno whether it’s true or not.. ^^v

  10. December 17, 2007 at 8:14 am


    Yup… its seems true, at the first time jhonny want to buy KK franchise, then he seems optimistic to innovated with the new one. So r u a J.Co lovers?

  11. fridzalone
    January 22, 2008 at 7:44 pm

    when will Malaysia leave us alone…it looks like they follow everything that we do..first our knowledge, then our cultures, and now they want to copy our Donuts too?? when will they start to create something original?

  12. netaholic
    May 7, 2008 at 12:11 pm

    tapi denger2 dari blog negeri jiran, antriannya big apple kalah tuh sama Jco….heheheh

  13. thommy
    February 25, 2009 at 7:54 am

    Hey, nice article on j.co. may i just ask what’s ‘sakura strategy’?

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