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JAKARTA, Indonesia – Flash Coffee today announced the appointment of Bardon Matthew as its new Chief Executive Officer, marking a pivotal moment in the company’s turnaround strategy and renewed focus on Indonesia. With over 20 years of experience in Southeast Asia’s F&B industry, Bardon steps into the role with a clear mandate: to continue Flash Coffee’s successful turnaround, strengthen operations, sharpen execution, and unlock the next phase of rapid and profitable growth.
Bardon’s appointment follows two key announcements earlier this year. A renewed focus on Indonesia as Flash Coffee’s single focus market, and a shift towards disciplined, store-level profitability — both of which laid the foundation for Flash Coffee’s recent US$3 million fundraise. His arrival is designed to accelerate these priorities with hands-on leadership and deep operational expertise to scale with consistency.
From Barista to CEO of Flash Coffee
Bardon has been part of several formative moments in Indonesia’s modern coffee retail scene, having joined Starbucks during its early Indonesia rollout, served as a founding team member when J.Co Donuts & Coffee entered Singapore, and then supported Maxx Coffee’s launch in Indonesia.
He started his career working as a barista, learning the coffee business from the ground up, before rising through the ranks by staying close to operations, people and performance. This hands-on journey gives him a deep operational understanding that continues to shape his leadership approach today.
He went on to take senior roles at Krispy Kreme, Indofood, and most recently, Fore Coffee, where he managed a 230-store network during a period of fast-paced growth.
“I don’t believe in the status quo,” comments Bardon Matthew, CEO of Flash Coffee. “When teams are empowered and systems are structured in the right way, you can iterate and improve to build for excellence and resilience. I am excited to lead Flash Coffee in its mission to scale smartly and efficiently, while continuing to delight customers in my home country.”
Indonesia’s Coffee Boom: A unique growth opportunity
Indonesia’s coffee retail market is growing at a CAGR of over 10%, with spend projected to reach US$1.7 billion by 2028*. Urbanization, rising income levels, and digital-savvy young consumers are creating massive demand for modern coffee formats. With under 10% of the market served by organized chains**, the opportunity remains wide open.
Flash Coffee’s ambition is to scale to 500 or more stores in Indonesia, targeting a significant share of a traditionally fragmented industry.
Flash Coffee is poised to lead the most promising segment in Indonesia’s coffee retail market: high-quality, community-driven cafés priced for broader accessibility. This medium-to-premium remains under-served but primed for growth, driven by rising GDP and a booming middle class. Flash is scaling what the market is already demanding — delivering consistency, experience, and value at scale.
What’s Next
Flash Coffee is on track to hit 80 stores by end-2025, with expansion into two additional cities, alongside existing stores in Jakarta and Bandung. Growth will continue in 2026 with the goal of 130 stores, en route to the long-term vision of 500+ stores across Indonesia.
* https://www.tandfonline.com/doi/ref/10.1080/23311886.2024.2340206
** https://en.wikipedia.org/wiki/List_of_coffeehouse_chains
