Former Fore Coffee executive brings proven F&B leadership to helm Flash Coffee's next chapter in store-level profitability and scale across Indonesia

JAKARTA, Indonesia, July 1, 2025 /PRNewswire/ -- 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

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.

Why Bardon, Why Now

Bardon's appointment marks the next chapter in Flash Coffee's evolution. With store performance already outpacing industry benchmarks, he's here to unlock the next S-curve of growth with Flash Coffee 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.

"Bardon understands our customers, our stores, and what it takes to constantly iterate and improve a great business," saidJakob Angele, Flash Coffee's Executive Chairman. "After our very successful turn around efforts in 2024, and with Flash Coffee showing great current performance, we are now taking the next leap and will be scaling Flash Coffee to 500 stores across Indonesia."

Since stepping in as Flash Coffee's CEO in February, Bardon has built on a strong foundation — sharpening execution, refining SOPs, and reinforcing a customer-first, efficiency-driven culture. With a "less is more" mindset, he's elevated already-consistent performance by cutting what doesn't work and scaling what does.

After increasing like-for-like store levels sales already by 60% throughout 2024, Flash Coffee has seen another 46% lift in like-for-like store sales in 2025, alongside a notable boost in morale and alignment. Bardon has been hand-picking key hires, ensuring values and performance mindset are shared. With regular open feedback, non-hierarchical structures, and a focus on constant iteration, challenging the status quo to reinforce a transparent, empowered, and delivery-driven culture.

Leadership Continuity

Founders David Brunier and Sebastian Hannecker are stepping back from day-to-day operations to focus on their new venture. Both remain committed shareholders, strategic advisors, and trusted allies in Flash Coffee's journey.

"Sebastian and I are thrilled for Bardon to continue Flash Coffee's growth journey and are confident he's the right person to carry our momentum forward," said David Brunier, founder & former CEO of Flash Coffee. "We look forward to supporting Bardon and the team as advisors and shareholders while focusing on our next venture, which we'll announce soon."

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.

About Flash Coffee

Flash Coffee is redefining coffee culture for Indonesia's young-minded generation, those who value craft, connection, and a strong sense of place. 

Focused on sit-and-stay environments, Flash Coffee delivers handcrafted barista-quality coffee at scale within spaces that are thoughtfully designed to reflect Indonesian identity: modern, warm, and proudly local. Every store is designed to wrap around the consumer, inviting lingering, conversational and communal, bringing together the best of local flavor and global quality in a way that resonates deeply with today's customers.

References:

* https://www.tandfonline.com/doi/ref/10.1080/23311886.2024.2340206
** https://en.wikipedia.org/wiki/List_of_coffeehouse_chains