Tomoro Coffee’s ambitious growth plans include further expansion across east Asia and becoming Indonesia’s largest coffee chain by outlets in 2025
Tomoro Coffee has rapidly scaled to 400 outlets across Indonesia and China | Photo credit: Tomoro Coffee
Jakarta-based Tomoro Coffee has launched in Singapore with an outlet at the National University of Singapore (NUS) Business School.
“We are thrilled to bring Tomoro Coffee to the vibrant city of Singapore. Our first store represents more than just a physical location; it’s a testament to our commitment to providing consumers with a world-class coffee experience that remains affordable,” said the value-focused coffee chain’s CEO Xing Wei Yuan.
Tomoro plans to open a further ten locations in Singapore within the coming months.
The new store marks a homecoming for Yuan, who completed an Executive Master of Business Administration (EMBA) degree at in NUS in 2021. He founded Tomoro Coffee in April 2022 and opened the first stores in Jakarta the following August.
The premium coffee chain, backed by venture capital firm ATM Capital, has rapidly scaled to 400 outlets across Indonesia and China, where it debuted in November 2023. Tomoro Coffee also plans to open its first store in the Philippines in the first half of 2024 and has previously mooted Vietnam, Malaysia and Thailand as potential new markets.
In its bid to reduce operational costs and provide premium beverages at an affordable price, Tomoro Coffee primarily deploys a small store footprint, prioritises app-based ordering and uses Eversys super-automatic machines.
Tomoro Coffee is the fifth largest branded coffee chain in Indonesia, behind domestic operators Janji Jiwa, Kopi Kenangan and Lain Hati, as well as US coffee giant Starbucks. Yuan has previously outlined a goal for Tomoro Coffee to be Indonesia’s market leader by 2025.
Singapore has relatively small branded coffee shop market with around 900 outlets. Nevertheless, the affluent city state has one of the world’s most business-friendly tax regimes and has attracted prominent international operators, including Luckin Coffee, Compose Coffee, Kopi Kenangan, Fore Coffee, Louisa Coffee and Tim Hortons over the last 12 months