Cafe Hopping Trend Drives Shift in Coffee Consumption Behaviour
The cafe hopping phenomenon is increasingly popular among urban consumers and is beginning to change the way people enjoy coffee. If previously coffee drinking focused more on flavour, now the experience of exploring various cafes, interacting with communities, and trying unique menus has become an important part of modern coffee consumption culture. This change reflects the development of the experience economy concept in the food and beverage industry, where consumers not only buy products but also seek experiences that can be enjoyed and shared via social media.
One initiative capitalising on this trend is carried out by Milklab, a plant-based milk brand from Australia, through a cafe hopping programme titled Sip, Explore, and Win in Jakarta. The programme invites consumers to visit a number of independent cafes to try various plant-based milk beverages while collecting stamps that can be exchanged for prizes and exclusive merchandise. The four cafes involved in the initial phase of the programme are Kōhi by Omakafé, Brown Puck Coffee, Agreya Coffee, and Kopitagram Centang Biru.
According to industry players, such concepts indicate a shift in marketing strategies and interactions between brands and consumers. Promotional activities are no longer limited to introducing products but have become part of an exploration journey and lifestyle. "Coffee culture in Indonesia is developing in a very interesting way, especially in Jakarta, where independent cafes play a major role in creating new experiences for consumers," said Milklab Regional Marketing Manager Nellie Lim. She explained that the programme was designed to broaden consumer experiences while supporting the growth of independent cafes that play an important role in building the coffee ecosystem in Indonesia.
Amid increasingly fierce competition in the coffee business, an experience- and community-based approach is considered an effective strategy to increase customer engagement. Consumers now come not only to buy drinks but also to participate in interactive activities that offer new experiences. The cafe hopping trend also encourages the use of gamification concepts in the F&B industry. Stamp collection systems, rewards based on certain achievements, and challenges to visit multiple locations are becoming new ways to build customer loyalty while encouraging consumers to explore more cafes. Additionally, this activity opens opportunities for independent cafes to reach new consumers and increase exposure amidst a dynamic market.
Meanwhile, barista and coffee expert Mikael Jasin believes that the use of alternative milk has now become an inseparable part of the development of modern coffee culture. "Dairy alternative milk is now not just an alternative, but has become an important part of modern coffee culture," he said. With growing consumer interest in more personal and interactive experiences, the cafe hopping trend is expected to continue to develop as part of the transformation of coffee culture in Indonesia. This activity not only serves as a promotional tool for brands and cafes but also presents a new way for people to enjoy coffee through exploration, community, and a more holistic experience.