Toffin

What Toffin does

PT Toffin Indonesia is an integrated HORECA (Hotel, Restaurant, Café) solutions provider, founded in 2007 and headquartered in Jakarta, serving as an authorized distributor for more than 30 premium global brands including Victoria Arduino, Nuova Simonelli, Eversys, Rocket Espresso, SMEG, Hario, Moccamaster, Vitamix, and BWT across Indonesia. The company distributes commercial espresso machines, coffee grinders, kitchen equipment, and more than 340 ingredient SKUs (syrups, sauces, coffee beans, popping boba, bakery ingredients) — including its own Toffin Base private-label line — to a base of more than 15,000 active cafés, restaurants, and hotels through 19 branch offices and showrooms from Medan to Lombok, supported by more than 100 certified technicians offering 24-hour service response.

The proprietary technology layer is the Toffin App, launched in 2024 and recognized as Product of the Year 2024 in the B2B Platform category — described as the first B2B digital platform in Indonesia designed for café and restaurant operations. The app provides digital ingredient ordering, remote monitoring of connected coffee machines, multi-outlet inventory and operations management, recipe libraries, and an AI Assistant that generates business insights and operational guidance. The platform is complemented by shop.toffin.id, an e-commerce storefront, and a payment stack (Xendit) supporting Virtual Account, credit card, and OVO transactions. A separate legal entity, PT Toffin Digital Indonesia, houses the e-commerce operations alongside the main PT Toffin Indonesia entity.

The business model combines one-time hardware revenue (espresso machines and grinders from Rp 3.1M home units to Rp 1.06B super-automatic commercial systems), recurring transaction-based revenue from consumable ingredients (priced Rp 26,000 to Rp 600,000), recurring service and Maintenance Agreement revenue from the technician network, professional-services revenue from barista training and menu development, and platform-facilitated revenue from the Toffin App. Go-to-market is hybrid: consultative direct sales via WhatsApp and phone supported by 19 physical showrooms, alongside product-led self-service ordering through the app and e-commerce site, with principal-brand co-marketing as a distribution channel layer.

Name

Toffin

Legal name

PT Toffin Indonesia

Website

https://toffin.id

Company type

Private

Founded year

2007

Operating status

Operating

Short description

PT Toffin Indonesia is an integrated HORECA solutions provider since 2007, distributing premium coffee machines and 340+ ingredient SKUs from 30+ global brands, serving 15,000+ cafés, restaurants, and hotels in Indonesia via 19 branches and its proprietary B2B Toffin App.

Ownership category

akta.pro rank

Product category

Foodservice Equipment Distribution

NAICS

Flavoring Syrup and Concentrate Manufacturing (311930)

SIC

Beverages (2080)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• HORECA equipment distribution
• Coffee machine distribution
• Foodservice ingredients supply
• Barista training services
• B2B cafe operations platform

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Coffee Machine & Equipment Sales: Sale of espresso machines, coffee grinders, and kitchen/horeca equipment from distributed global brands. One-time hardware revenue with optional extended warranty programs.
2. Ingredients & Raw Materials: Sale of 340+ SKUs of ingredients including syrups, sauces, concentrates, powdered drinks, coffee beans, popping boba, and bakery ingredients. Recurring consumable revenue from café and restaurant customers.
3. After-Sales Service & Maintenance: Preventive maintenance, calibration, spare part replacement, and Maintenance Agreement programs delivered by 100+ certified technicians across 19 cities. Revenue from service calls and service contracts.
4. Training & Consulting: Barista training programs, beverage menu development consulting, and business development consultation for café operators through the Toffin Flavour Engineer team.
5. Digital Platform (Toffin App): B2B digital platform enabling order management, machine monitoring, and business analytics. Revenue generated through ingredient order facilitation on the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Toffin distributes premium HORECA equipment (commercial espresso machines, coffee grinders, gelato machines, and hot/cold kitchen equipment) sourced from 30+ global brands, alongside 340+ ingredient SKUs including syrups, sauces, coffee beans, and popping boba. The company bundles this product distribution with after-sales service delivered by 100+ certified technicians across 19 Indonesian cities, barista training and menu development consulting, and the proprietary Toffin App—a B2B digital platform for digital ingredient ordering, machine condition monitoring, multi-outlet management, and AI-powered business insights.

Product overview

Toffin is an integrated HORECA (Hotel, Restaurant, Cafe) business solution provider operating since 2007, distributing premium coffee machines and grinders alongside a portfolio of over 340 ingredient SKUs, complemented by a digital B2B platform called Toffin App, after-sales technical services, and barista training programs. The product portfolio is organized around: (1) Toffin App — the B2B digital platform for operational management; (2) Coffee Machines — commercial espresso machines from brands including Victoria Arduino, Nuova Simonelli, Eversys, Rocket Espresso, Dr. Coffee, VBM, Vibiemme, Allegra, and SMEG; (3) Coffee Grinders — from Eureka, Compak, Victoria Arduino, Hario, and Nuova Simonelli; (4) Ingredients — over 340 SKUs of syrups, sauces, frappe bases, powdered mixes, coffee beans, and toppings from Davinci Gourmet, Fabbri, FO, Caffe Vergnano, Zicaffe, Redman, and Toffin own-brand; (5) Gelato & Soft Ice Machines; (6) Manual Brew Equipment; (7) Hot and Cold Kitchen Equipment; (8) After-Sales Support & Maintenance with 100+ certified technicians in 19 cities; and (9) Barista Training & Consultation services.

Differentiator

Problem solved

Functional benefit

Brands

• Toffin App: Digital B2B platform for cafe and restaurant operations including digital ordering, machine monitoring, inventory management, business reports, and AI assistant

Products and services

• Toffin App
• Coffee Machines
• Coffee Grinders

Quantifiable outcome

• 15,000+ active café, restaurant, and hotel clients served across 19 cities in Indonesia
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

19 partnerships are on record, tiered core and supporting.

• Victoria ArduinocoreChannel Partner/ Reseller/ DistributorToffin is an authorized distributor of Victoria Arduino espresso machines in Indonesia, offering premium equipment such as the Black Eagle Maverick T3, Eagle One Prima, VA358 White Eagle, and Athena Leva series. Victoria Arduino is one of the world's most prestigious espresso machine brands.
• Nuova SimonellicoreChannel Partner/ Reseller/ DistributorToffin distributes Nuova Simonelli espresso machines including the Aurelia, Appia Life, Oscar, Prontobar, and Talento lines. Nuova Simonelli is a leading Italian espresso machine manufacturer known for innovation and reliability in commercial settings.
• EversyscoreChannel Partner/ Reseller/ DistributorToffin is an authorized distributor of Eversys super-automatic espresso machines in Indonesia, serving chain coffee businesses including Tomoro Coffee and Fore Coffee. Eversys machines are known for high-volume commercial deployments.
• Rocket EspressocoreChannel Partner/ Reseller/ DistributorToffin distributes Rocket Espresso machines in Indonesia, including the R58 Tune Back and Giotto Fast R models. Rocket Espresso is a Milan-based manufacturer renowned for premium home and commercial espresso machines.
• SmegcoreChannel Partner/ Reseller/ DistributorToffin is an authorized distributor of Smeg products in Indonesia, covering espresso machines (EMC02WHMEU Minipro), blenders, and kitchen appliances. Smeg is an internationally recognized Italian kitchen appliance brand combining design and functionality.
• HariocoreChannel Partner/ Reseller/ DistributorToffin distributes Hario manual brewing equipment including V60 drippers, kettles, scales, server pots, and filters. Hario is a Japanese company specializing in heat-resistant glassware and coffee brewing accessories.
• MoccamastersupportingChannel Partner/ Reseller/ DistributorToffin distributes Moccamaster (Technivorm) batch brew coffee makers in Indonesia. Moccamaster is a Dutch manufacturer known for SCA-certified home and office coffee brewers with copper heating elements.
• EurekacoreChannel Partner/ Reseller/ DistributorToffin distributes Eureka coffee grinders including the Firenze 65, Atom W75, Zeus, Mignon series (Specialita Smart, Libra 55, Single Dose Pro), and Disko Tamper. Eureka is an Italian manufacturer of professional and domestic coffee grinders.
• Dr. CoffeesupportingChannel Partner/ Reseller/ DistributorToffin distributes Dr. Coffee commercial espresso machines including the H1 Automatic, F3-HT, F15, SC10 Milk Cooler, Zone-T, and Express-T models, known for full-automatic commercial coffee solutions.
• Officine AllegrasupportingChannel Partner/ Reseller/ DistributorToffin distributes Officine Allegra espresso machines including the Dinamica series (1G and 2G variants) and Kalerm automatic espresso machines (E30, E60L, M50L). Officine Allegra focuses on precision and innovation in commercial espresso equipment.
• FabbrisupportingChannel Partner/ Reseller/ DistributorToffin distributes Fabbri syrups, mixybar concentrates, and amarena cherries including Wild Fruits, Mojito, Caramel, White Glacial Mint, Pomegranate, Vanilla, and Cinnamon variants. Fabbri is an Italian beverage ingredient brand.
• Davinci GourmetsupportingChannel Partner/ Reseller/ DistributorToffin distributes Davinci Gourmet syrups (European Strawberry, Caramel, Mint, Peppermint, Peach Garden, Raspberry Rhapsody, Shortbread Cookies, Blue Sky), concentrates (Spiced Chai, Lemonade), sauces (Madagascar Vanilla Bean), and Flavour Maxx products.
• Caffè VergnanosupportingChannel Partner/ Reseller/ DistributorToffin distributes Caffè Vergnano coffee beans including Espresso Crema 800 and whole bean variants. Founded in 1882, Caffè Vergnano is one of Italy's oldest and most prestigious coffee roasting houses.
• Robot CoupesupportingChannel Partner/ Reseller/ DistributorToffin distributes Robot Coupe food processing equipment including food processors, vegetable preparation machines, and related kitchen equipment for commercial food service operations.
• VitamixsupportingChannel Partner/ Reseller/ DistributorToffin distributes Vitamix blenders for commercial food service applications. Vitamix is a US-based manufacturer known for high-performance commercial and home blenders used in professional kitchens.
• UnoxsupportingChannel Partner/ Reseller/ DistributorToffin distributes Unox professional ovens for commercial kitchens including bakeries and food service operations. Unox is an Italian manufacturer specializing in convection ovens and combi ovens for professional use.
• CompaksupportingChannel Partner/ Reseller/ DistributorToffin distributes Compak coffee grinders including the Grinder Razor on Demand model. Compak is a Spanish manufacturer known for professional on-demand coffee grinders with precision dosing technology.
• BWT (Best Water Technology)supportingChannel Partner/ Reseller/ DistributorToffin distributes BWT water treatment products for coffee applications, including water filtration and optimization solutions that improve espresso extraction quality and protect equipment from scale buildup.
• Vibiemme (VBM)supportingChannel Partner/ Reseller/ DistributorToffin distributes Vibiemme espresso machines including the Domobar Junior, Domobar Super (Wing, Digital, Rotary), Tecnique, Black Moon, and Lollo 1961 series. VBM is an Italian manufacturer known for semi-professional and commercial espresso machines.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Hario Co., Ltd. Japanese manufacturer of manual coffee brewing equipment and accessories (V60 drippers, scales, servers). Toffin is an authorized distributor of Hario products in Indonesia, making Hario a directly comparable specialty coffee equipment peer with similar target customers.

Broad incumbents

• WMF Group: Major German manufacturer of professional coffee machines and HORECA equipment, now part of Groupe SEB. Comparable as a broad incumbent in commercial coffee equipment with deeper product breadth and global service infrastructure than Toffin.
• De'Longhi Group: Large Italian kitchen appliance and coffee machine manufacturer with both consumer and professional lines. A broader incumbent that overlaps with Toffin in HORECA-relevant coffee equipment while also serving broader consumer and small-commercial segments.
• Massimo Zanetti Beverage Group: Global Italian coffee company owning multiple roaster and espresso brands (Lavazza competitor set) and operating distribution in many markets. Comparable as a vertically integrated brand owner-distributor with HORECA focus and premium positioning similar to Toffin's principals.

Direct peers

• Schaerer AG: Swiss manufacturer of fully automatic commercial coffee machines for the HORECA channel. Comparable as a peer in the same fully-automatic and traditional espresso category with overlapping foodservice and convenience customer base.
• Bunn-O-Matic Corporation: Leading US manufacturer of commercial beverage brewing equipment serving foodservice and convenience operators globally. Comparable in product category (commercial brewing equipment) and target customer (HORECA businesses).
• La Cimbali: Italian manufacturer of professional espresso machines serving HORECA businesses globally. Direct product-category competitor to the brands Toffin distributes (Victoria Arduino, Nuova Simonelli), targeting the same specialty coffee, hotel, and restaurant segments.
• La Marzocco: Italian premium espresso machine manufacturer renowned for high-end equipment in specialty coffee shops. Comparable as a premium-positioned brand targeting the same specialty café and hospitality customers Toffin serves across its Indonesian footprint.
• Franke Coffee Systems: Swiss manufacturer of fully automatic commercial coffee machines with strong global HORECA presence. Directly comparable in product category (commercial coffee equipment) and customer base (high-volume hotels, chains, and offices).
• Rex-Royal AG: Swiss manufacturer of fully automatic commercial espresso machines for hotels, restaurants, and convenience stores. Comparable peer focused on the same commercial coffee equipment category Toffin distributes into.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@toffinindonesiaofficial/videos

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toffin