Flash Coffee appoints new CEO to lead Indonesia expansion

It plans to scale to over 500 stores across Indonesia.

Flash Coffee has named Bardon Matthew as its new chief executive officer, as the company doubles down on Indonesia and looks to accelerate its turnaround and growth strategy.

Matthew brings over 20 years of experience in Southeast Asia’s F&B sector. His mandate is clear: scale the business profitably, strengthen operations, and lead Flash Coffee’s next phase of growth.

His appointment follows two major strategic shifts announced earlier this year: a renewed focus on Indonesia as the company’s sole market and a push for disciplined, store-level profitability. These changes helped secure a recent $3m funding round.

Matthew started his career as a barista and worked his way up through leadership roles at Starbucks, J.Co Donuts & Coffee, Maxx Coffee, Krispy Kreme, Indofood, and most recently Fore Coffee, where he managed a 230-store network during rapid growth.

“I don’t believe in the status quo,” said Matthew. “With the right teams and systems, we can build for long-term success. I’m excited to scale Flash Coffee in my home market.”

Flash Coffee plans to scale to over 500 stores across Indonesia. By the end of 2025, it aims to reach 80 stores, including launches in two new cities beyond Jakarta and Bandung. In 2026, the target is 130 stores.