Journey into Business Model Agility: How Coffee-drinking Behavior Shape-shifts the Landscape

DOI

10.2991/978-94-6463-809-7_12How to use a DOI?

Keywords

Agility; Strategy; Customer Behavior; Retail Coffee Business; Value Proposition

Abstract

As one of the top coffee producers in the world, the retail coffee industry in Indonesia developed in a unique manner. This study explores the business model agility that occur in the retail coffee industry where changes in customer behavior have directed the necessary adjustments over time. The case analysis includes an overview of the Jakarta metropolitan coffee retail landscape, followed by a more detailed examination on those in South Jakarta, which showed the highest number of coffee businesses. Based on a sample data of retail businesses collected from online search engines, the study observed whether adoption of certain business models is the consequence of catering to specific customer behavior. Excluding the coffee chains and franchises, this study observes five different models, which are café, coffee shop, private roastery, traditional coffee house and coffee center. Existing markets appear to encompass a large population of coffee-drinkers who increasingly demand the café experience, prefer casual meeting places or working spaces and devoted to high-quality coffee. Depending on the coffee-drinking behaviors, the coffee retail landscape slightly varies between one city and the other. Overall, the spectrum of coffee business models in Jakarta demonstrates the agility to accommodate changing circumstances and maintain good performance. Data showed that the proliferation of retail coffee businesses are the direct result of the industry’s ability to develop a strong market positioning despite fierce competition from modern coffee chains. Finally, this research discovered the significant role of coffee enthusiasts and communities in building agility for Indonesian coffee.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siti Yasmina Zubaedah
AU  - Elizabeth Patricia
AU  - Jason Chen
PY  - 2025
DA  - 2025/08/13
TI  - Journey into Business Model Agility: How Coffee-drinking Behavior Shape-shifts the Landscape
BT  - Proceedings of the Thirteenth International Conference on Entrepreneurship and Business Management UNTAR 2024 (ICEBM 2024)
PB  - Atlantis Press
SP  - 153
EP  - 166
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-809-7_12
DO  - 10.2991/978-94-6463-809-7_12
ID  - Zubaedah2025
ER  -