Odi Anindito, Managing Director of Coffee Toffee Indonesia, at the CMO CHAT event held by BINUS BUSINESS SCHOOL on Wednesday, September 18th 2013 said that he would drink Coffee Toffee, the original Indonesian coffee for Indonesia.
The event packed in an interactive dialogue and moderated by Rini Setiowati (Head of Program – Graduate School of Marketing at Binus Business School) discussed about the concept, strategy, innovation and optimism of Coffee Toffee to revive the local products so that they would be able to compete more globally.
From Indonesia, for Indonesia; the idea is applied by Coffee Toffee in using natural resource—Indonesian coffee that is appropriate for Indonesian palate and local workforce, so that the company has succeeded in evolving Coffee Toffee from a simple coffee cart in 2006 to domestic coffee booths with a network of more than 100 booths in different parts of Indonesia and has also been expanding abroad. Coffee Toffee has received different prestigious awards.
“A real entrepreneur must have a strong mindset and mental. It’s very useful to face unexpected circumstances,” he said. He also added that a real entrepreneur must have a noble mission though the business and not only to gain material profit. Although it sounds naïve, it will affect the employees’ loyalty to the company.
Between the discussions, Odi also told his experience about the loyalty of Coffee Toffee’s employees. It happened several years back when Coffee Toffee couldn’t pay the monthly wage of their employees for several months. Beyond their expectation, their employees chose to stay with them. It was believed that the reason they stayed because the noble mission which Coffee Toffee ran had touched the hearts of the employees. (Karunia Fransiska)
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