Tornado Coffee: More than just a trend<\/p>\n
Leony Aurora, The Jakarta Post, Jakarta<\/p>\n
If anything can be said about Tornado Coffee, it's that it is
\nbased on a strong concept and a confidence that it has what it
\ntakes to survive.<\/p>\n
Otherwise, Herson Suindah, who owns the place, would not have
\nordered two containers of paper cups -- basically enough to fill
\nfour 2.5-meter-by-3-meter bedrooms -- from the United States.<\/p>\n
\"We've been open for five years and we haven't finished half
\nof the supply yet,\" Eko Suprianto, the employee entrusted with
\nrunning the business while the owner was studying abroad, said
\nwith a chuckle.<\/p>\n
Tornado is perhaps not big and it's certainly in a bit of an
\nobscure location, hidden by the brilliant lights of the cafes
\nstanding beside it along Jl. Bangka, close to the chic Kemang
\narea.<\/p>\n
The interior is rather cramped with six tables inside, each
\nsurrounded by three wooden chairs. Warm lighting illuminates the
\nyellow and orange walls and reddish tiles. A few more tables
\nstand outside.<\/p>\n
\"Our concept is to sell just coffee,\" said Supri, as Suprianto
\nis familiarly known by just about everyone.<\/p>\n
\"People can come in and grab a coffee on the way to the office,
\nand we'll provide them with service as quick as a tornado,\" he
\nsaid laughing.<\/p>\n
The American concept of drinking coffee, as often featured in
\nHollywood movies -- doesn't it look so hectically cool when
\nsomeone balances a coffee in one hand while clutching a bunch of
\nimportant looking papers in the other? -- and the mushrooming
\npopularity of Starbucks in the United States, were what inspired
\nHerson to open Tornado.<\/p>\n
Apparently, there are enough foreigners in Jakarta to make the
\nconcept work. The coffee house sees most customers before 10 a.m.
\nas many foreigners stroll in to get a cup of black coffee or a
\ncaffe latte to fend off the morning jitters.<\/p>\n
To differentiate its coffee from all the others, Herson has
\nformulated its own blend, comprising Sumatra, Sulawesi and
\nColumbia beans. The specials include the caramel macchiato and
\nthe Tornado blend, sold at between Rp 12,500 (US$1.35) and Rp
\n20,000 a cup.<\/p>\n
\"I'm very picky about my coffee. It must have a heavy body, a
\nwell-balanced acidity, and a good aftertaste,\" said Yogi, a
\nregular customer, who was grateful to find the place after
\nreturning home from Australia two years ago.<\/p>\n
\"I think this is the only local place that really understands
\ncoffee,\" said the 32-year-old self-proclaimed coffee addict, who
\nneeds seven cups of espresso a day to function properly.<\/p>\n
It's true, Herson really understands coffee, said Supri. The
\nowner acts as Tornado's personal technician for the coffee
\nmachine, on call anytime there is a problem.<\/p>\n
\"He assembled the coffee machine when it came in,\" said Supri.
\n\"He knows what to turn and how far to turn it, what to open and
\neverything.\"<\/p>\n
Tornado remains true to its concept, even when dealing with
\nanother kind of customer: Indonesians, who come in after work and
\nlinger for hours to chat smoke, and wait for the traffic to ease.<\/p>\n
Instead of selling \"real\" food -- it does have several bakery
\nproducts on display -- Tornado allows customers to order food
\nfrom outside, either from the restaurants adjacent to the coffee
\nshop or from passing food vendors -- just like home.<\/p>\n
\"I like being here. This place is not pretentious,\" said Esti,
\nanother regular customer, as she waited for her fried rice to
\narrive.<\/p>\n
\"The staff here are friendly, unlike in ***,\" she said, naming
\none of the biggest names in the coffee business.<\/p>\n
Tornado feels so much like home that regulars like Esti and
\nYogi can stay for hours after midnight, when the shop is supposed
\nto be closed.<\/p>\n
\"We don't mind waiting on the customers. They feel they belong
\nhere, and we like that,\" said Supri.<\/p>\n
With Westerners and locals satisfied, it is not a big surprise
\nthat Tornado is already planning to open another outlet in
\nKemang.<\/p>\n
Perhaps, Herson should consider ordering several more
\ncontainers of paper cups -- he's likely to run out of the ones in
\nstorage sooner than expected.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/tornado-coffee-more-than-just-a-trend-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}