The Relevance of Online Application Trends in Creating Space

Programming for Local Coffee Shop in Jakarta

Dila Hendrasukma

, Amarena Nediari

Interior Design Department, School of Design, Bina Nusantara University, Jakarta, Indonesia 11480

Department of Computing, , Bina Nusantara University, Jakarta, Indonesia 11480

Keywords: Coffee shop, space programming, online application.

Abstract: The online application in Indonesia has become trend and applied in many aspects. The online application,

such as Gojek, Grab and Uber, try to respond the needs of young adult population. The existence of coffee

industry and coffee shop has boomed in recent years, especially for speciality coffee. There are many

emerging franchise coffee shops as well as local coffee shop since Starbucks opened in Plaza Indonesia 2002.

The relevance between online application and local coffee shop are interesting topic to discuss since many of

those coffee shops become partner of online application to support their service system. The business

partnership should have advantages for both party. In this research the study focused on what is the impact of

online application to space programming in local coffee shops? This research used observation and literature

study as method, supporting with site visit, field inspection, documentation and collected data. From this

research it is founded that there are a few effects that happen on the interior plan of cafés that should be alter

because of the use of online application. Hopefully the outcomes of this research can give contribution in

interior design studies especially the knowledge about space programming in public space in responding the

user need.

1 INTRODUCTION

This digitalized era has arrived and it is time for

human as well as a user to make the best used of

digital presence to have positive value for a better

living. The vast development of online application in

Indonesia has become trend and applied in many

aspects. The online application such as gojek, grab

and uber try to respond the needs of young adult

population. Providing ease and speed in the service

are the goal to be achieved in the implementation of

online application. Both personally and in groups, the

need of using online applications has become part of

everyday life as long as they have smartphone that

have features for the application.

The leading online application in Jakarta is Go-

Jek. Go-Jek Indonesia under PT. Aplikasi Karya

Anak Bangsa has become the pioneer of local online

application company in Indonesia. Established in

2010 as motorcycle ride-hailing phone service, Go-

jek has evolved into on demand mobile platform and

a cutting edge application. The founder is Nadiem

Makarim, young and talented businessman graduated

from Harvard Business School, United States of

America. ‘An ojek for every need’ is their tag line in

order to meet the customer needs (Go-Jek Indonesia,

2017). Start with online transport in using

motorcycles and cars, these services provide many

opportunities for both users and providers. It gives a

new phenomenon in Indonesia, especially Jakarta and

its surroundings, where distance is not a barrier and

time becomes more efficient. This online service has

became popular in 2014 when Go-jek has more

options of services like go-food, go-massage, go-

clean, go-shop et cetera. These services provide

convenience in using certain services of using online

application (Pratama, 2017).

“Coffee is the favorite drink of the civilized

world”, said Thomas Jefferson. Coffee is a brewed

drink prepared from roasted coffee beans (National

Coffee Association of USA, 2018). The coffee

industry and coffee shop has boomed in recent years,

especially for speciality coffee. Indonesia has

produce coffee beans in some areas such as Sumatra,

Java, Sulawesi, East Timor and Papua, it is the third-

largest coffee producing in the world (Santos, 2009).

This is one of the reason why coffee is also known as

part of Indonesian culture. Drinking coffee has also

Hendrasukma, D. and Nediari, A.

The Relevance of Online Application Trends in Creating Space Programming for Local Coffee Shop in Jakarta.

DOI: 10.5220/0010007200002917

In Proceedings of the 3rd International Conference on Social Sciences, Laws, Arts and Humanities (BINUS-JIC 2018), pages 317-320

ISBN: 978-989-758-515-9

317

become daily activities of Indonesian people,

especially adult males whose found in coffee shop as

regular customer. They are drinking coffee, smoking,

talking and discussing in the coffee shop, therefore

coffee shop as a third place is the place of social

interaction for Indonesian people.

Coffee shop is a space for selling coffee and light

refreshment, it is commercial space that can be found

in malls, office buildings, hospital or even on the side

of the road. There are two types of coffee shop based

on the ownership : (1) Local franchise and (2)

International franchise. Starbucks has given big

influence in the coffee industry in Indonesia since it

first opening in 2002 at Plaza Indonesia (Starbucks

Indonesia, 2018). An international franchise like

Starbucks has their own standard in operational

system, type of service and similar selection of coffee

around the world. There are many emerging franchise

coffee shops as well as local coffee coffee shop since

then. Drinking coffee became lifestyle among the

young people. Since the growth is mostly coming

from young adult population, it means that new trend

is happening, and this people are usually the best

customer to have. While international franchise has

their own identity in speciality coffee and its

prestigious, local coffee shop has to create different

concept to attract the customer to come and repeat

their visit.

The success of the local coffee shop business is

supported by the local coffee bean industry, where the

growth of the coffee shop business also influences the

sustainability of the welfare of the coffee farmers.

This happens because local coffee beans used as basic

ingredients for making coffee, also sold in packaging

that can be purchased by customers. The relevance

between online application and local coffee shop are

interesting topic to discuss. In this research the study

focused on what is the impact of online application to

space programming in local coffee shops? Hopefully

the outcomes of this research can give contribution in

interior design studies especially the knowledge

about space programming in public space in

responding the user needs.

2 METHODS

This research used observation and field inspection as

methods, supporting with site visit, field inspection,

documentation and collected data. The objects

observation are small coffee shop that registered as

Go-partners in Jakarta, there are Kopi Tuku, Kopi

Logika, and Kopi Kulo. These three coffee shops are

established in the last three years when the online

application for go-food service has been found.

Analysis is done by comparing these three coffee

shop’s space programming based on their flow

activities responding the needs of online application

service system.

3 RESULTS AND DISCUSSION

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authorization to publish the Contribution.

Before small coffee shops emerged, the people of

Jakarta and surrounding areas enjoyed coffee at local

and international franchise outlets, such as Anomali

Coffee and Starbucks. Anomali Coffee can be found

easily in 8 locations spread across Jakarta. While

Starbucks is found in almost every major shopping

center in Jakarta. Both of these coffee retailers have a

modern coffee shop service system. Activities that

occur is that consumers order drinks at the cashier

counter and wait for orders to arrive at the counter.

After that the consumer can enjoy the order in the

sitting area if you want to enjoy the order in place.

Some Starbucks stores located in independent

buildings have a drive thru service where consumers

can order and take orders at special booths without

the need to get off the vehicle. With the large number

of outlets and the existence of the messaging service

from the vehicle has made it easy for people who want

to enjoy coffee outside his dwelling.

Figure 1. Flow circulation and space program in coffee shop

with modern service system.

The observation is focused on three local coffee

shop that has been registered as Go-partners, they are:

Kedai Kopi Tuku, Logika Coffee and Kopi Kulo in

Jakarta and South Tangerang. These coffee shop are

chosen as sampling for this research because they

have adjust their shop into specific space

programming to respond take-away services that

utilize online application. Go Food as the online

application will provide information such as menus,

price, address an operational hours of each shop even

the promotion program for customer who using go-

pay. Nowadays, using online application has become

an interesting business to expand and develop the new

ideas.

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3.1 Kedai Kopi Tuku 2016

Tuku Coffee Shop was established in 2015. This shop

is one of the pioneer of the growth of small and local

coffee shops that sell ‘homemade’ coffee with

modern packaging. The establishment of the Tuku

Coffee Shop is the result of the owner's analysis that

the interest of the people in Jakarta for local coffee is

still minimal.

The most popular dish is Kopi Susu Tetangga,

where visitors can queue up to 1 hour to get the menu.

Other than range of coffee menus Tuku Coffee Shop

also sell snacks, such as sponge cake and fritters

(Aziza, 2017). Starting from a limited number of

outlets in Cipete area where the booth is always

crowded with visitors, Kopi Tuku adds special outlets

to serve online order in Antasari area. The third

storefront in Bintaro Jaya is open in 2017 to expand

the reach of customers. The Tuku Coffee Shop has a

take-away service system where customers put order

at the cashier counter, wait for orders to be ready in

the waiting area, then retrieve orders at the counter,

and then leave the store. Tuku Coffee Shop does not

provide a seating area for guests to enjoy their order.

With the activity as above, Kopi Tuku has a limited

interior zone includes order-cashier-pick up area,

waiting area, service area, and display area.

Figure 2. Cashier Counter and Display area in Kopi Tuku,

Bintaro-South Tangerang.

3.2 Logika Coffee

Logika coffee located in Jl. K.H Syahdan in across

the main entrance of Syahdan Campus Bina

Nusantara University. Opened since September 2017,

the target market is Binusian students, and people in

the neighborhood. The best seller is ice kopi krimer

which blend of coffee and creamer. It has to-go

concept which customer are able to sit outside the

coffee shop while waiting to pick up the coffee when

it is ready at the pick up counter. Based on the

interview with the owner, most of the customer are

students from Binus University and people in the

neighborhood and rarely use online application. This

store employs 1-2 staff in the store.

Figure 3. The shopfront of Logika Coffee in Jl. KH.

Syahdan, West Jakarta

3.3 Kopi Kulo

Kopi Kulo is a newcomer to the coffee business

whose sales are widespread in Jakarta. Since its

founding in December 2017, this coffee shop has a

coffee to-go concept for Jakarta's coffee lovers

looking for coffee on their way. Kulo coffee shop put

forward other creative menus that make it different

from other coffee shops. The best seller is Avocatto

which is a blend of espresso, avocado and chocolate

ice cream, alongside with Iced Coffee-Cheese, and

Cookies and Cream.

Due to the coffee to-go concept, Kulo Coffee

became Go-Jek's partner, and was awarded the most-

ordered newcomer through the online application in

the fifth month of the opening of this coffee shop.

Based of the concept as well, this coffee shop creates

a very minimal store area. With an area of about 5.5

square meters, Kulo Coffee has an order/cashier

counter, and a pick-up counter at the front of the shop.

Customers order and pay at the order/cashier counter,

and pick up orders at the pick-up counter. This store

does not provide a special waiting area. Due to the

location of the shop that is in the side area of a

residence, the customer who waiting for the order can

wait stand around the store. For the service area, this

store maximizes the interior area with a linear work

counter lay out on two sides of the store. This shop

employs 3 to 4 staff in its store (Movanita, 2018).

The Relevance of Online Application Trends in Creating Space Programming for Local Coffee Shop in Jakarta

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Figure 4. Kopi Kulo in Cikajang, South Jakarta

The online application such as go-food has given

new ideas of selling food and beverages. There are

several advantages for seller as go-partner in selling

their goods. This partnership is not limited in term of

space requirement, since the customers do not need to

drink in. Therefore, the business owner do not have

to accommodate space for tables and chairs as main

facilities to start up a coffee shop. It is more efficient,

and also became a new concept in designing interior

of coffee shop. Based on the survey and site visit to

three local coffee shop there has been transformation

in creating space programming for local coffee shop

in responding online application users.

Figure 5. Flow circulation and space program in coffee shop

with the new concept

The advantages of online applications are the

convenience to order drinks according to the menus

without having to go, efficient in time and activities,

and last but not least do not have to queue, because

the Go-jek person will substitute it for the customer.

The success of the local coffee shop business is

supported by the local coffee bean industry, where the

growth of the coffee shop business also influences the

sustainability of the welfare of the coffee farmers.

This happens because local coffee beans used as basic

ingredients for making coffee, also sold in packaging

that can be purchased by customers.

4 CONCLUSIONS

There are several impacts that occur on the design of

coffee shops, especially on designing the space

program in the shop, that need to be adjust due to the

needs of online application in ordering coffee. These

are the impacts:

1. Coffee shops do not have seating area to drink

in, but there is sitting facilities in waiting area. Thus,

in designing coffee shop space programming who

partnered with online application does not have to

allocate big space.

2. The circulation flow for the customer are :

order - pay - wait - pick up order, therefore it is

sufficient to create coffee shop space programming

with display counter, cashier, waiting area, and pick

up counter.

Based on these impacts, online application can give

opportunities for entrepreneur who wants to start

business, in this context is coffee shop, as partner to

support service system. This partnership gives

advantages in terms of space needs and numbers of

human resources need. Furthermore, it also helps the

sustainability of local coffee farmers’ well-being.

REFERENCES

Aziza, K. S. (2017). Ingat Kopi Tuku yang Dibeli Jokowi?

Ini Kisah Sang Pemilik di Balik Kesuksesannya.

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126/ingat-kopi-tuku-yang-dibeli-jokowi-ini-kisah-

sang-pemilik-di-balik

Go-Jek Indonesia, (2017). Gojek About Us. Retrieved from

https://www.gojek.com/about/

Movanita, A. N. K. (2018). Baru 5 Bulan Sudah Punya

Belasan Cabang, Kopi Kulo Andalkan Ide "Gila."

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kulo-andalkan-ide-gila-

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Santos, R, M. (2009) An Unashamed Defense of Coffee

(vol. 1). Bloomington, Indiana, USA: Xlibris

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