Looking for coffee that costs no more than IDR 30,000 (~$1.86)? Then Kopi Kenangan is the brew for you.

Edward Tirtanata started the company after realizing that major coffee chains in the country were too expensive for the average Indonesian.

Today, there are over 1,000 outlets of Kopi Kenangan. They're located across Indonesia, Malaysia, Singapore, Philippine, and soon India.

They bring in $100M a year and are the first Southeast Asian F&B new retail unicorn!

But before the success, Edward was a young man trying to turn his life around after a financial crisis left his family struggling. 

This is the story of Kopi Kenangan, one of the fastest-growing coffee chains in Indonesia.

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🙇 From gamer to grind

Edward Tirtanata didn’t always have the makings of a business powerhouse. 

Growing up, he was more of a gamer who often skipped school.

But everything changed when the 2008 financial crisis hit. Studying in the US at Northeastern University, Edward watched his family’s investments fall apart.

He realized he had to step up. He buckled down and graduated magna cum laude in finance and accounting.

Edward came back to Indonesia determined to make a difference.

☕ Brewing a vision 

After graduation, Edward joined his father in the coal business but faced struggles. They had to sell their home and office to pay debts.

So Edward explored new industries to seek a more stable path.

In 2015, he launched Lewis & Carroll, a premium tea brand. Though successful, he quickly learned the market was too niche for massive scale.

That’s when he spotted a gap in the coffee market. Premium coffee was too expensive, while instant coffee lacked quality.

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🌱 Growing success

Fast forward to 2017, Edward and his good friend James Prananto set out to change Indonesia's coffee landscape. 

With $15,000, they opened the first Kopi Kenangan store in Jakarta. They offered high-quality grab-and-go coffee for under IDR 30,000 (~$1.86)!

Their signature drink? The now-iconic Kopi Kenangan Mantan – a blend of local coffee, fresh milk, and palm sugar.

Edward’s formula was simple: offer quality coffee without the sit-down space. This lets them keep costs low and focus on premium ingredients. 

But Kopi Kenangan wasn’t just about great coffee but also efficiency. 

Having worked at Ernst & Young and launched a premium tea brand, Edward understood the power of technology. 

From day one, Kopi Kenangan was tech-driven.

They used online delivery platforms and data analytics. This helped them reach more people and track their preferences.

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🔥 Stirring it up

The success was explosive. Within a few years, Kopi Kenangan expanded to over 1,000 outlets across Indonesia, Malaysia, Singapore and Philippines. 

Their streamlined model of volume sales, operational efficiency, and tech integration paid off.

But growth didn’t come without challenges. Breaking into a market dominated by global giants required bold moves. 

Edward focused on efficiency and customer trust. 

The brand invested in customer experience and made sure its products were consistent across all outlets.

They use premium milk and top-grade coffee machines. This showed people they could trust the quality despite the affordable prices.

They also have a hyperlocal approach. This means that a Kopi Kenangan latte in Singapore will taste different from a latte in Indonesia.

But these innovative strategies paid off. 

Kopi Kenangan became the first Southeast Asian F&B unicorn in 2021. They’ve become an international coffee brand worth over $1 billion!

Global investors took notice. They received funding from Sequoia India, Serena Williams' Serena Ventures, and Eduardo Saverin's B Capital.

And once social restrictions eased after the pandemic, they opened even more new stores, with 250 new outlets across 64 cities in Indonesia in 2022! 

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🌍 Growing a global legacy

Today, Kopi Kenangan serves millions of cups each year, employs over 5,000 employees, and continues to expand. 

But Edward’s vision goes beyond profits. He dreams of making Indonesian coffee a global staple while staying true to his roots.

Edward, once a struggling student, has turned his vision into a global brand. His journey proves that with grit, smart strategy, and a cup of good coffee, success is always brewing.