The Story behind the Hole
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.
Yes, 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.
What 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.