Indonesia’s Jago Coffee Brews Up $6 Million in Series A Funding

Jago Coffee, an Indonesia-based mobile cafe startup, has successfully secured a Series A funding round of US$6 million. The investment was led by Intudo Ventures and BEENEXT Accelerate, with participation from ORZON Ventures and D Global Ventures.

The funding is crucial for the cafe startup as it seeks to expand its presence and offerings in the competitive coffee market of Indonesia. With this infusion of capital, the company plans to expand its operations, enhance its mobile cafe services, and explore new growth opportunities in the region.

Jago Coffee, established in June 2020, employs a hyperlocal strategy to deliver beverages within a short distance, serving about 7% of Jakarta with plans to extend its coverage to 50% of the city by 2024. To facilitate this expansion, Jago is developing geospatial machine-learning models to guide its growth strategy and prioritize key locations for deployment.

This growth initiative involves increasing depots from 3 to 15 and mobile carts from 300 to 1,500, alongside investments in cart hardware upgrades and technology improvements for more efficient operations.

Led by co-founders Yoshua Tanu and Christopher Oentojo, Jago operates a fleet of fully electric mobile cafes staffed by professionally trained baristas known as Jagoans. These cafes cater to neighborhoods, offering fresh beverages prepared within minutes. 

Additionally, the company facilitates instant commerce, allowing customers to order, pay, and receive their beverages in under a minute. Jago also provides a delivery service, delivering cafe-grade coffees to customers within 15 minutes, freshly prepared on-site.

Jago Coffee employs a tech-driven approach to optimize its operations, empower baristas, and enhance customer loyalty. Centralized depots handle coffee production, inventory management, and supply-demand forecasting, while baristas utilize the Jagoan App for sales optimization, mobile checkout, and training modules. Customers can easily locate nearby baristas, place orders, and access loyalty benefits through the Jago App. With its focus on affordability and quality, Jago targets low-to-middle-income consumers, particularly in blue-collar and Gen Z demographics, with beverages priced starting from IDR 8,000 (US$0.50) per cup, filling a gap in the market for accessible yet high-quality coffee options.

The startup plans to invest in enhancing its cart hardware, optimizing demand forecasting and supply routing, and upgrading depot hardware to streamline operations and improve cost efficiency.

Yoshua Tanu, Co-Founder and CEO of Jago emphasized that the funding signifies more than just financial support; it represents a vote of confidence in their vision and team, empowering them to expand Jago’s unique coffee experience to more communities and drive further innovation.

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