Klassen Café

Based on the data we have from BPS about the average monthly expense per capita on food and beverages product, level of consumption in DKI Jakarta experienced significant growth in the past 5 years. In 2006, the level of consumption reach 31,55% while in 2010 it increased significantly to 42,18%. This shows that the food and beverages industry is going through a growth period. Klassen Cafe is in a food and beverages business with a unique concept which is theme cafe. This concept is progressing in Jabodetabek area. This progress certainly caused by the increasing demand from the resident of Jakarta who are going through a changing lifestyle to a more modern lifestyle. This shifting lifestyle caused the population to change their intention and motive when they are planning to go to a cafe or restaurant. In the past, these population’s motive to go to a cafe and restaurant is to glut their stomach. But now, their motive are also to experience a unique ambience and comfortness from a cafe or a restaurant. The significant growth of consumption towards food and beverages and a changing lifestyle in DKI Jakarta makes us believe that Klassen Cafe can handle the fierce level of rivalry in this industry. Not only enhancing our uniqueness by using a theme cafe concept, we also offer a full service facility to our customer such as free wi fi area, games (card and board games, full air conditioner room and free parking area. The product we offer are also unique. We give our customer a fusion food product. It is the combination of japanese, italian,and indonesian food. This is also a competitive advantage of Klassen Cafe against the other competitor in this industry. Business potential in Kelapa Gading not only showed by the growth of population, but also by the economical growth that can be seen with the growing number of shopping centre such as Mall Kelapa Gading, Mall Artha Gading, Mall of Indonesia, Kelapa Gading Trade Centre and Sports Mall. This business potential is also happening for food and beverages industry. As a prove, Kelapa Gading have a lot of culinary area such as Gading Food City, La Piazza, Gading Batavia, Food Temptation, Eat and Eat and so much more including the main district in Kelapa Gading, Boulevard Kelapa Gading. Warung Pasta, the main competitor of Klassen Cafe is located at oulevard Kelapa Gading. We choose this area because it is clear to see that the business potential for a new entrant in food and beverages industry is promising. With a right choice of concept, product quality, complete facility combined with a right strategy and comprehensive business mode, we believe that Klassen Cafe is a business with a high level of sustainability. Growing income that occur every month and projected profit as high as Rp.15.000.000 / month in the mid-year of 2014 that was shown on the financial projection in this essay makes us believe that Klassen Cafe is a feasible business.