Flash Coffee's New CEO Bardon Matthew Leads Sustainable Growth Strategy in Indonesia

Flash Coffee Sets Course for Growth with New CEO

Flash Coffee has officially named Bardon Matthew as its new Chief Executive Officer, signaling an exciting shift in the company’s strategy and vision for rapid sustainable growth specifically within the Indonesian market. This change comes at a crucial time when the coffee retail sector in Indonesia is witnessing significant expansion, driven largely by urbanization and a young, progressive consumer base. Bardon brings over two decades of experience in the food and beverage industry in Southeast Asia, well-equipped to spearhead Flash Coffee's ambitious growth trajectory.

New Leadership, New Vision

Bardon's extensive background includes key positions in notable companies within the region's coffee scene, such as Starbucks and Krispy Kreme. Having climbed the ranks from a barista to an executive, Bardon understands the nuanced dynamics of coffee retail operations. He believes that empowered teams and streamlined systems are vital for fostering innovation and maintaining excellence.

Under his leadership, the goal is clear: pivot Flash Coffee toward disciplined profitability while aiming for a substantial increase in market presence. This vision aligns with previous structural adjustments made earlier this year—a strategic focus on Indonesia where around US$3 million in funding was secured to help support these initiatives. Bardon's hands-on approach is expected to radically enhance operational efficiency while ensuring top-tier customer satisfaction.

The Coffee Market Landscape in Indonesia

Indonesia’s coffee landscape is booming, with the retail market predicted to reach a valuation of US$1.7 billion by 2028. As less than 10% of this market is currently dominated by organized chains, the opportunity for Flash Coffee to capture a significant share of the pie remains vast. The company is set to scale to 500 stores across Indonesia, targeting cities beyond Jakarta and Bandung.

This growth drive is not only about expanding territory, but also about developing high-quality, community-oriented café experiences. Flash Coffee aims to create a brand that resonates with today’s consumers by providing excellent coffee in inviting environments that reflect Indonesian culture.

Why Bardon, Why Now?

Bardon's entry into Flash Coffee comes at a strategic time. Following successful turnaround efforts in previous years, the company is now positioned to broaden its market reach, with plans to open 80 stores by the end of 2025, and subsequently, increase this to 130 locations by 2026. This forward momentum reflects Flash Coffee’s commitment to capturing a growing market in the region, powered by Bardon’s rich background in retail coffee and food service.

Leadership continuity is also an essential aspect of this transition. While founders David Brunier and Sebastian Hannecker will step back from day-to-day operations, they remain committed as strategic advisors and shareholders to the brand vision and team, paving the way for a seamless leadership transition.

Focused on Customer Experience and Efficiency

Bardon emphasizes a customer-first approach, advocating for an efficient culture focused on continuous improvement. The company intends to streamline operations based on what truly works and cut elements that don't contribute to overall goals. This philosophy has already resulted in significant increases in sales metrics in 2025, demonstrating the early successes of Bardon's leadership.

Both David and Sebastian believe that Bardon is the right person to carry forward the momentum of Flash Coffee's growth. His ability to constantly iterate will be crucial as they move into this new chapter of expansion and excellence.

In conclusion, with Bardon Matthew at the helm, Flash Coffee is poised to make remarkable strides in not just expanding its operational footprint, but also in redefining the coffee culture in Indonesia, ultimately serving to attract a generation eager for a quality coffee experience.

About Flash Coffee

Flash Coffee is dedicated to transforming coffee culture for the young-minded Indonesian generation. With handcrafted barista-quality beverages in beautifully designed spaces, Flash Coffee aims to create community-driven environments that marry local flavors with global standards. By inviting customers to linger and engage, Flash Coffee is not just selling coffee, but also cultivating connections and a sense of place.