Toast Box is one of the Singapore’s leading coffee chains known for its authentic Nanyang coffee, toasts, and Asian dishes. Since its establishment in the city-state in October 2005, Toast Box has also been well received in other territories such as China, Hong Kong, Malaysia, and Taiwan.

In Indonesia, Toast Box needed to create awareness of its expansion plan, including introducing its outlets in shopping malls across the country following the previous signing of a joint venture agreement between an Indonesian F & B company, PT Pura Indah Berkat (PIB), and its Singaporean counterpart BreadTalk International Pte Ltd (BTI), a wholly-owned subsidiary of BreadTalk Group Limited (BTG).

The company has set a target of opening 100 outlets in shopping malls across Indonesia in 10 years’ time.

Strategy

We focused on combining brand positioning and media relations when introducing Toast Box expansion plan into the Indonesian market.

We issued a press release highlighting that Toast Box is not a kopitiam but it is a leading coffee chain and themed café. Toast Box promotes its signature Nanyang Coffee and the Singapore coffee shop experience of the 60s and 70s within a contemporary and cozy setting. This was clearly written in the press release provided during a joint venture signing ceremony in Jakarta.

Following the signing ceremony, we also organized a press conference which was attended by the key persons of the company from Singapore and Indonesia. The top executives spoke to members of the press on the company’s target of opening 100 outlets across malls in Indonesia in 10 years’ time and how they will go about with the business in the midst of tight competition. The event has resulted in an elevation of the brand.

Outcomes

Both press release and press conference have conveyed the company’s main message to members of the public and increased their awareness on the product, including the business expansion plan by securing opportunities and placements in first-tier media such as national dailies, leading business publications with millions page views or hundred thousand circulations. 

Media coverage includes: antaranews.com, beritasatu.com, bisnisindonesia.com, kompas.com, marketing.co.id, swa.co.id, sindonews, Harian Indopos, Koran Investor Daily, Majalah Marketing, Harian Media Indonesia.