CHAPTER 1 PROFILE COMPANY

J.CO DONUTS AND COFFEE

Type : Private
Industry : Coffee and Donut Shop
Founded: May 18, 2006, Lippo Karawaci, Indonesia
Founder: Johny Andrean
HeadquartersL Jakarta, Indonesia
Products : Coffee, Donuts, Yoghurt, Croisant
Website : www.jcodonuts.com

1.1 History

PT. J.CO Donuts and Coffee was founded by Johnny Andrean previously known as a
successful businessman salon. Since 2003 he has been actively developing J.CO.
J.CO domestic goods by using concepts from overseas and enhanced with
modernization and the best quality. J.CO intended to invade foreign markets. J.CO
preparation takes a long time. During 3 years of Johnny Andrean and his team studied
the donut business, explores the recipe, as well as conduct market research and
sampling. Johnny J.CO launched with the concept of "what she likes and it can be
accepted by society".
On June 26, 2005, J.CO first began operations in Supermall Karawaci, Tangerang and
then go directly to the outlet as much as possible. Within a year, has had 16 pieces
J.CO outlets with 450 employees late for outlets only. There are seven outlets in
Jakarta and the rest in Bandung, Surabaya, Makassar, and Pekanbaru.
In the near future they will open in Palembang, Batam, Manado, Bogor, Medan, and
Bali, and there is also the desire to go international in 2007 with locations in
Australia, Hong Kong, or Singapore.
Before 2005, the donuts markets in Indonesia and Southeeast Asia were dominated by
the Dunkin’ Donuts, an American brand. At those time the most known type of
donuts were the Dunkin’s. The brand of Dunkin Donuts was the king in market
because of no serious competitors, including in Indonesia where it had almost 200
outlets. If there were any companies trying to compete with it, they would just lose
within a short time. Nevertheless, since 2005, the battlefield of donuts totally
changed. A new brand owned by an Indonesian broke the domination of the Dunkin’.
The new brand is J.Co, created by Johnny Andrean, a successful hair-stylist
businessman. He introduced the products of donuts different from the Dunkin’s. They
are thinner, smaller and more crispy. Surprisingly, the market responses were
amazing. Furthermore, J.Co does not only sell donuts. It combines them with coffee.
Thus, Johnny’s brainchild is labeled as the J.Co Donuts & Coffee. Only within a
relatively short time, J.Co has changed the map of donuts business competition in
Indonesia. Currently, if Indonesians were asked about donuts, they would answer J.Co
as the most-preferred brand, overtaking the previous one, the Dunkin’s. Furthermore,
in a various survey, it is suggested that the consumers would prefer J.Co donuts than
the others’. Even the newly-arrived donuts producer from the US, the Krispy Kreme,
has still been unable to resist the achievement of J.Co. At present, J.Co has more than
100 outlets throughout Indonesia. Even, since 2008, it has existed in Malaysia,
Singapore, the Philippines, Australia and China. It is reportedly that this Indonesian
brand is going to expand its markets to other Asian countries, such as Thailand, Japan
and Hongkong-China. This is undoubtedly an amazing achievement of Johnny
Andrean, of which even him might not have imagined it before. But for sure, when
there is a strong will, combined with hard work and determination, everything is
possible

1.2 Product

J.CO Donuts & Coffee is a cafe retailer in Indonesia specializing in donuts, frozen
yogurt and coffee. The company is owned and managed by Johnny Andrean Group.
J.CO Donuts & Coffee began trading in 2005. One of the fastest growing life café
chains, J.CO Donuts & Coffee has grown to more than 30 outlets in Asia in a
relatively short period of two and half years. The strategic locations of J.CO outlets,
as well as its’ superior quality b everages and innovative range of “light-as-air-
donuts”.
J.CO Donuts & Coffee is present in the community with several kinds of products on
offer. The products in question include donuts, coffee, chocolate, as well as the
newest products, yogurt. Each donut is named in accordance with creative toppings
and flavors. This creates a unique and easy to remember names, for example, Cheese
Me Up is the name for a donut with melted cheese on top. Tira Miss U is the name of
a donut topped with tiramisu.
Here are the names of the products offered J.CO Donuts & Coffee: Hazel Dazzle,
Glazzy, Alcapone, Coco Loco, Cheese Me Up, Miss Green T, Why Nut, JCrown
Oreo, Da Vin Cheez, Mona Pisa, Heaven Berry, Forest Glam , J.CO Praline, J.CO
Yogurt, Choco Forest Freeze, J.Pops, and much more.

1.3 VISION

• To establish J.Co Donuts & Coffee as the foremost International Premium Donuts
and Coffee brand
• To be the trend-setting lifestyle in the Donuts & Coffee industry
• To be the right company for the right people who want to achieve their dream

1.4 MISSION

• To provide premium quality donuts & coffee

In its first year of operation, J.CO Donuts & Coffee was awarded "Marketing Award"
as the brand with the best product innovation. Following this award, J.CO won "Best
Donut 2006" by FREE Magazine at the end of 2006.
In early 2008, J.CO Donuts & Coffee received the award "The Intergrated Marketing
Strategy Champion 2008" by SWA business magazine and MarkPlus Co.