Bacha Coffee masters sensory-rich retailing in Jakarta

Blending heritage and luxury, Bacha Coffee Plaza Senayan immerses Indonesian coffee lovers into a unique experience.

MOROCCO'S legendary coffee brand Bacha Coffee recently made its debut in Indonesia at the iconic Plaza Senayan in Jakarta. This opening at its premiere location blends heritage and innovation, providing an authentic Bacha Coffee experience to Indonesian coffee aficionados.

Gabrielle Halim, CEO of Erajaya Food & Nourishment which operates Bacha Coffee in Indonesia, expressed enthusiasm about this strategic move.

“Bacha Coffee is known for its unparalleled concept and diverse selection of original Arabica coffees, which convinced us to bring this legendary Moroccan coffee brand to Jakarta,” she told Retail Asia magazine. “At Erajaya Food & Nourishment, we are dedicated to delivering the best quality through unique and innovative brands that transform the lives of many Indonesians.”

Spanning over 400 square meters, Bacha Coffee Plaza Senayan offers a comprehensive coffee experience, including a boutique, a takeaway counter, and a coffee room.

The venue can accommodate up to 50 guests, offering an exclusive and luxurious setting for coffee enthusiasts and exciting gift offerings.

“The distinctive gift offerings of Bacha Coffee are also very compatible with Indonesia’s rich tradition of gift-giving,” stressed Halim.

Sensory-rich environment

The Erajaya CEO explained how Bacha Coffee’s retail strategy is centred on creating a sensory-rich environment that transports customers into the heart of the famed Kingdom of Marrakesh’s coffee culture.

“The Bacha Coffee Boutique, for instance, is designed to captivate visitors with its visually stunning environment featuring ochre-coloured tubes lining the walls,” Halim said.

“The Bacha Coffee Room further enhances the customer experience with intricate and unique boutique decor. Visitors are transported to the magical world of Dar el Bacha, surrounded by hand-painted latticework, authentic Moroccan kaftans, black-and-white marble floors, and meticulously arranged tables. This setting recalls an era when coffee from around the world was served to visitors with the highest standards,” she added.

To complement its luxurious setting, Bacha Coffee Plaza Senayan features a takeaway counter that offers a wide range of coffee types prepared in the traditional Bacha Coffee style.

In offering over 200 varieties of 100% Arabica coffee, sourced globally from Africa, the Arabian Peninsula, Central and South America, the Caribbean, and Asia, the Bacha boutique aims to provide an immersive coffee experience of pure aroma and taste.

These coffees can be served hot or cold, accompanied by Chantilly vanilla bean-flecked cream, raw sugar sticks, or reusable glass straws. Additionally, guests can enjoy a selection of coffee cakes, pastries, and filled croissants, including favorites like Kaya, Almond, and 1910 Coffee & Chocolate.

The broader strategy

Bacha Coffee’s rich history began in 1910 at the majestic Dar el Bacha palace in Marrakesh, a gathering place for cultural and political luminaries of the time. The brand’s reintroduction in 2019 has since led to rapid expansion across Asia, the Middle East, and Europe.

Today, Bacha Coffee serves customers in over 40 countries and offers a wide range of products, from legendary 100% Arabica coffees to exquisite coffee accessories and gifts.

This move aligns with Erajaya’s broader strategy to introduce premium and unique brands into the Indonesian market, enhancing the consumer experience by offering products that stand out in both quality and presentation.

With its VIP room offering a private and luxurious setting and a menu of all-day dining options, Bacha Coffee Plaza Senayan is more than just a coffee shop. It is a destination where guests can enjoy coffee cocktails in the afternoon and explore the world of Bacha Coffee through beautifully packaged products and unique accessories.

Whether dining in or taking coffee to go, Bacha Coffee ensures a memorable experience for every visitor.