Flash Coffee’s digital Ramadan campaign and store redesigns: what we can learn
From digital campaigns to store redesigns, Flash Coffee is testing a new approach to long-term customer engagement.
Flash Coffee is taking a different approach this Ramadan with its first-ever digital campaign, "Together with Flash," while also testing a new store design and expansion strategy in Indonesia.
The campaign, led by chief marketing officer Tempest Larrichia, focuses on making the brand more than just a grab-and-go coffee spot by encouraging customers to stay longer and engage more.
According to Marketing-Interactive, this shift includes a mix of digital storytelling, in-store activations, and a new approach to store design.
There’s a lot to take in, so let’s break down what’s happening and what we can learn from it.
💡 Pressed for time? Here’s what matters:
- Flash Coffee launches its first digital Ramadan campaign to focus on brand storytelling and customer connection instead of just seasonal discounts.
- The campaign includes in-store activations like the Big Cup roadshow, designed to create interactive experiences and boost engagement.
- New store formats debut in Jakarta and Bandung, shifting from a grab-and-go model to spaces that encourage customers to stay longer.
- Marketing is handled in-house, allowing for faster execution and brand consistency, but scalability remains a challenge.
- Expansion strategy prioritizes Indonesia over global markets, aiming to strengthen its position before considering wider growth.
- Lessons: storytelling over promotions, experiential marketing for engagement, and testing new store formats before full rollout.
1. Ramadan marketing as a long-term branding play
Instead of relying on discounts or seasonal promotions, Flash Coffee is using storytelling to position itself as part of Ramadan traditions.
The campaign includes a series of videos showing how coffee brings people together. These are running across digital channels, in-store experiences, and out-of-home placements in key malls, making sure the message reaches both online and offline audiences.
This suggests a bigger play for long-term brand relevance. Rather than just driving sales for a few weeks, the goal seems to be building a stronger emotional connection with customers that lasts beyond the Ramadan season.
2. Experiential marketing through in-store activations
A key part of the campaign is the big cup activation—a giant Flash Coffee cup that moves from store to store as part of a roadshow experience. It’s a way to give customers something interactive and shareable, rather than just a traditional ad campaign.
Even though Flash Coffee started as a tech-first, grab-and-go brand, this shows a push to make the brand more visible and personal in real life. Marketing-Interactive highlights how experiential marketing like this can create stronger customer engagement, particularly in a market where people are looking for memorable, shareable experiences.
3. Store redesigns change how people interact with flash coffee
Flash Coffee is also testing a new store format in Jakarta and Bandung. The original stores were small and focused on quick service, but the new ones take inspiration from Indonesia’s landscape and local craftsmanship.
According to Marketing-Interactive, this is part of a larger brand refresh—not just in store layouts, but also in logo updates, packaging, and content strategy. The shift moves Flash Coffee away from being just a quick-stop coffee chain toward a space where people can stay longer and engage more with the brand.
Early results show that transaction values have increased, and sales have tripled in the redesigned stores. But whether this customer behavior shift will hold up in the long term is something to watch.
4. Managing marketing in-house instead of using agencies
Flash Coffee developed this campaign entirely in-house, rather than working with an external agency. This means the brand has full control over messaging, execution speed, and consistency across different platforms.
This works well when a company wants to keep its brand identity tight, but it also means scaling content production becomes a challenge. As Flash Coffee expands, it’ll need to maintain fresh creative ideas without overloading internal resources—something many brands eventually solve by bringing in select external partners.
5. Expanding in indonesia instead of growing too fast globally
Flash Coffee is focusing on Indonesia for now, with plans to open 10 more stores by the end of Q2 2025. While the brand also operates in Thailand, Hong Kong, and South Korea, it seems to be prioritizing depth over breadth—strengthening its presence in one market before expanding further.
One of the biggest shifts is the move to second-service formats—meaning customers are encouraged to sit and stay rather than just order and leave. Marketing-Interactive notes that this has already led to higher transaction values and improved store profitability, but it’s still a shift from how Flash Coffee originally positioned itself.
For brands thinking about expansion, this raises an important question—is it better to grow deep in one market, or expand quickly into multiple regions? Flash Coffee’s strategy suggests that focusing on one market first can create a stronger foundation for future growth.
What to watch next?
Flash Coffee’s approach is ambitious, but brands looking to apply similar ideas need to consider a few things first:
- Brand storytelling is great, but is there a long-term plan? Seasonal campaigns can create engagement, but if they don’t connect to a bigger brand strategy, they might not deliver real retention.
- Experiential marketing works when tied to action. Activations like the Big Cup bring attention, but brands need to turn attention into action—whether that’s driving sales, increasing loyalty sign-ups, or boosting return visits.
- A brand experience shift must be tested before rolling out widely. Store redesigns can increase engagement, but they also change customer expectations. Before committing to big changes, testing in select locations helps avoid costly missteps.
- An in-house marketing team is great for control but can be limiting. A brand’s internal team may execute faster, but over time, fresh perspectives and external expertise can help scale creative output.
- Scaling in one market before expanding globally reduces risk. Expanding a business is expensive, and going too fast can lead to overextension. Flash Coffee’s strategy suggests that proving a concept in one place first is a smarter way to grow.
Flash Coffee is making big bets on customer engagement, store design, and market focus. The Ramadan campaign isn’t just about selling more coffee—it’s about shaping how people experience the brand. At the same time, redesigning stores and encouraging customers to stay longer is a big change from its original model.
For marketers, there’s a lot to take away from this. Storytelling can make a brand more relatable, in-person experiences add value, and focused expansion may be smarter than scaling too quickly.
The real test is whether these strategies will work long-term. If customers respond well, Flash Coffee could be on its way to building a stronger, more profitable brand.
If not, adjustments may be needed. Either way, it’s a company worth keeping an eye on.
