Maxx Coffee Prima
Maxx Coffee Prima is a privately held Indonesian specialty coffee chain founded in 2015, operating 55+ owned retail outlets across 22 Indonesian cities and one Singapore store, serving urban Indonesian consumers with handcrafted specialty coffee, food, merchandise, and co-working spaces.
- Company typePrivate
- Founded2015
- HeadquartersTangerang, Indonesia
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Maxx Coffee Prima does
Maxx Coffee Prima (PT. MAXX COFFEE PRIMA) is a privately held Indonesian specialty coffee chain founded in 2015 in Cikarang and headquartered in Lippo Karawaci, Tangerang. The company operates 55+ owned retail outlets across 22 cities in Indonesia spanning Java, Bali, Sumatra, Sulawesi, and Nusa Tenggara Timur, with a single international outlet in Singapore opened in 2020. Its core offering is handcrafted specialty coffee built on specialty-grade Arabica beans sourced from Indonesian origins (Aceh Gayo, Sumatera Lintong, Java Ciwidey, Bali Kintamani, Sulawesi Toraja, Papua Wamena, Flores) and international origins (Kenya, Brazil, Colombia), prepared via espresso, manual brew (French Press, V60, Chemex), and nitro cold brew methods pioneered in the Indonesian market.
The business model is direct-to-consumer retail, with revenue generated primarily from in-store beverage and food sales (espresso-based drinks, frappés, teas, chocolates, artisanal sandwiches, pastries, salads) and supplemented by app-based delivery orders, co-working/meeting room rentals, branded merchandise (tumblers, retail whole-bean coffee), and a loyalty/promotional program (BOGO, birthday treats, Ladies Day, Tumbler Tuesday, Thirst-day Surprise, Food Promo). The proprietary Maxx Coffee mobile application (iOS and Android) handles ordering, delivery integration, and promotional engagement. Distribution is exclusively through owned retail stores in strategic venues — shopping malls (Lippo, AEON, Pakuwon, Tunjungan Plaza), Siloam hospitals, Universitas Indonesia campus, and a highway rest area at KM 72A — supplemented by a premium sub-brand, Terrace by Maxx Coffee, at Lippo Mall Kemang and Lippo Mall Puri. The customer base is segmented across urban contemporary Indonesians, professionals/remote workers, specialty coffee enthusiasts, and promotional-savvy consumers, with no B2B or enterprise accounts disclosed.
The company is privately held with no disclosed funding rounds, parent company, or institutional investors. Operational standards are enforced through the proprietary Maxx Coffee Academy for barista training, and brand identity is anchored on the "proudly local" Indonesian positioning distinguishing it from international chains while offering Western-style café amenities (co-working corners, meeting rooms, manual brew bars). Outlets reportedly numbered 80 in 22 cities as of October 2019 and 55 in 18 cities as of August 2022, indicating footprint rationalization over that period, though the company remains operationally active with ongoing product launches, partnerships (e.g., Bandung Department of Tourism and Culture), and a Singapore foothold signaling continued international expansion intent.
Maxx Coffee Prima firmographics
Firmographics- Name
- Maxx Coffee Prima
- Legal name
- PT. MAXX COFFEE PRIMA
- Website
- https://maxx-coffee.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Maxx Coffee Prima is a privately held Indonesian specialty coffee chain founded in 2015, operating 55+ owned retail outlets across 22 Indonesian cities and one Singapore store, serving urban Indonesian consumers with handcrafted specialty coffee, food, merchandise, and co-working spaces.
- Ownership category
- akta.pro rank
Maxx Coffee Prima industry classification
Industry- Product category
- Specialty Coffee Shops
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)
- akta.pro secondary industries
- Coffee Chains & Franchise Cafes (THAFADAB), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Maxx Coffee Prima is headquartered
LocationHeadquarters
- HQ city
- Tangerang
- HQ country
- Indonesia
- HQ region
- Asia
Offices16 records
Markets served
Maxx Coffee Prima business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Coffee and Beverage Sales: Sale of handcrafted coffee beverages and specialty drinks through owned retail outlets. Includes espresso-based drinks, cold brews, frapes, teas, and seasonal specialty beverages. Revenue generated from in-store purchases across 55+ outlets.
- Food Sales: Sale of food items including artisanal sandwiches, pastries, salads, and signature food pairings. Food promo programs drive customer acquisition with buy-one-get-discount offers.
- Merchandise Sales: Sale of branded merchandise including tumblers and retail coffee beans for home brewing. Products include branded tumblers in various colors and single-origin coffee beans from Indonesian regions.
- App-based Delivery Orders: Mobile app ordering with delivery service, generating revenue from delivery orders with minimum purchase requirements and delivery fee charges
- Space Rental and Co-working: Revenue from co-working spaces, meeting rooms, and designated work areas within stores. Meeting Point facilities can be reserved directly with baristas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard espresso-based beverages at 25,000 IDR during promotional periods |
| Unit Pricing | Pay-as-you-go | Specialty menu item Latte Cinta Bangsa at 17,000 IDR |
| Usage-based | Pay-as-you-go | App-based delivery with 10,000 IDR discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Maxx Coffee Prima product offering
Product offeringCore offering
Maxx Coffee Prima operates a chain of modern specialty coffee shops across Indonesia selling handcrafted espresso-based beverages, nitro cold brew, frappés, teas, chocolate drinks, and signature food pairings. Each store also features a dedicated manual brew bar serving single-origin Indonesian coffees, plus co-working spaces and meeting rooms for customers. The company sells branded merchandise (tumblers and whole-bean coffee) and supports its in-store and delivery business with a proprietary mobile app for iOS and Android.
Product overview
Maxx Coffee Prima operates a chain of contemporary coffee shops across Indonesia, offering a unified experience combining specialty-grade Arabica coffee, handcrafted beverages, and comfortable workspace amenities. The product portfolio centers on core beverage offerings (espresso-based drinks, cold brew/nitro beverages, frappés, tea collection, and chocolate drinks) supplemented by a Manual Brew Bar featuring single-origin Indonesian coffees. Add-on offerings include retail merchandise (branded tumblers and whole bean coffees), co-working spaces with meeting rooms, and a mobile application for ordering and loyalty programs. The company positions itself as bridging traditional Indonesian coffee culture with international standards.
Differentiator
Problem solved
Functional benefit
Brands
- Terrace by Maxx Coffee: A sub-brand of Maxx Coffee located in premium mall locations including Lippo Mall Kemang and Kuningan City Mall, offering 30% discount for SPH students, SPH teachers, and Kemang residents.
Products and services
- Coffee & Espresso Beverages Range of espresso-based drinks including Americano, Caffe Latte, Cappuccino, Signature Mocha, Vanilla Latte, Caramel Macchiato, and Latte Freddo, prepared from specialty-grade Arabica beans for in-store and delivery customers across Maxx Coffee's Indonesian retail chain.
- Cold Brew & Nitro Beverages Innovative cold coffee beverages including Nitro Coffee and Nitro Tea featuring smooth texture and modern presentation, pioneered in the Indonesian specialty coffee market by Maxx Coffee.
- Frappés Blended iced beverages including Espresso Frappe, Mocha Chip Frappe, Signature Mocha Frappe, Caramel Frappe, Vanilla/Hazelnut Frappe, Green Tea Cream Frappe, Cookies & Cream Frappe, and various cream-based frappés.
- Tea Collection Full-leaf and botanical teas including English Breakfast Tea, Chamomile Tea, Earl Grey Tea, Jasmine Green Tea, Mint Tea, Brewed Hibiscus Tea, Brewed Black Tea, and iced shaken variations with lemonade.
- Chocolate Beverages Chocolate-based drinks including Belgian Chocolate, Caramel Belgian Chocolate, and Hazelnut Belgian Chocolate — creamy blends of decadent chocolate with steamed milk.
- Manual Brew Bar Specialty coffee brewing station offering handcrafted single-origin coffees from Indonesia (Aceh Gayo, Sumatera Lintong, Java Ciwidey, Bali Kintamani, Sulawesi Toraja) and international origins, prepared via French Press, V60, and Chemex methods.
- Retail Coffee Beans Single-origin whole bean coffees available for retail purchase, including Aceh Gayo, Bali Kintamani, Flores, House Blend, Java Ciwidey, Papua Wamena, Sumatera Lintong, and Toraja Sapan.
- Maxx Coffee Tumblers Branded reusable tumblers available in various designs including Pinky Sky, Sunkissed Peony, Vanilla Bean, Cinnamon Roast, Forest Green, Glacier Blue, Magenta Periwinkle, and Winter Frost, supporting the Tumbler Tuesday 50% discount program.
- Co-Working Spaces and Meeting Rooms Designated work areas within stores featuring co-working corners, meeting rooms, and Meeting Point reservation capabilities for customers to work, hold meetings, or conduct business activities at Maxx Coffee outlets.
- Maxx Coffee Mobile App Proprietary digital application available on iOS and Android enabling mobile ordering, delivery (with 10K IDR discount on minimum 100K purchase within 3km), promotional offers including Buy 1 Get 1 Free, birthday treats, second-order discounts, and loyalty program management.
Quantifiable outcome
- Ranked 4th globally in coffee consumption per International Coffee Organization
- +1 more outcomes
Companies that use Maxx Coffee Prima
Customer profileSegments4 records
Ideal customer profiles4 records
Maxx Coffee Prima technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Maxx Coffee Prima partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Dinas Pariwisata dan Kebudayaan Kota BandungcoreMaxx Coffee collaborates with Bandung's Department of Tourism and Culture to support local tourism activities. The partnership includes displaying Community Story content on outlet walls, hosting cultural events, and supporting Bandung tourism initiatives including Bandung Independent Film Fest, World Music Concert, Bandung Run, and photography festivals.
- Tutu (Local Artist)minorCollaboration with local artist Tutu to create mural artwork at Maxx Coffee Buah Batu Bandung outlet. The mural depicts coffee culture through Java Ciwidey representation combined with iconic Bandung landmarks including Gedung Sate, Museum Asia Afrika, and Gunung Tangkuban Perahu.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Maxx Coffee Prima competitors and assessment
Company assessmentEmerging players
- Anomali Coffee: Indonesian specialty coffee roaster and café operator with strong single-origin focus and B2B bean supply business. Comparable to Maxx Coffee on the third-wave single-origin specialty positioning, with the additional dimension of being a roaster.
Direct peers
- Tim Hortons Indonesia: Canadian coffee chain aggressively expanding in Indonesia since 2021 via partnership with Jubilant FoodWorks. Comparable as a third international coffee chain targeting the same premium-but-casual segment as Maxx Coffee.
- Tuku Coffee: Indonesian specialty coffee chain with strong single-origin and manual brew bar focus, founded in Jakarta. Comparable to Maxx Coffee's third-wave positioning, single-origin offering, and modern store format targeting premium urban segments.
- Fore Coffee: Indonesian specialty coffee chain with 200+ outlets that pioneered tech-enabled ordering and small-format grab-and-go stores. Directly comparable as a domestic Indonesian coffee chain targeting urban millennial consumers with similar pricing and app-driven loyalty.
- Kopi Kenangan: Mass-market Indonesian coffee chain (now part of Jiwa Group) with 1,000+ outlets focused on affordable grab-and-go specialty coffee. Comparable as a local Indonesian coffee chain, though positioned more at value tier versus Maxx's premium-segment focus.
- Janji Jiwa: One of Indonesia's largest local coffee chains with 1,000+ outlets founded 2018, offering affordable specialty coffee with strong local brand identity. Directly competes on the proudly-local Indonesian coffee positioning and pricing tier similar to Maxx Coffee.
Regional players
- Common Man Coffee Roasters: Singapore-origin specialty coffee chain and roaster operating in Singapore and KL. Comparable to Maxx Coffee's Singapore expansion playbook and serves as a benchmark for Southeast Asian specialty coffee scale.
- % Arabica: Japan-origin specialty espresso bar with locations across Asia and the world, focused on single-origin and design-led café experiences. Comparable to Maxx Coffee on the third-wave single-origin specialty positioning and modern store design, though operating in different geographies.
Broad incumbents
- Starbucks Indonesia: The dominant international coffee chain in Indonesia with hundreds of stores across all major malls and cities. Comparable as the premium coffee chain Maxx Coffee competes against directly for mall real estate, premium pricing tier, and brand-conscious consumers.
- The Coffee Bean & Tea Leaf Indonesia: Established international coffee and tea chain with strong Indonesian presence, comparable to Maxx Coffee on full-menu coffee + tea offering and mall-based premium positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Maxx Coffee Prima social profiles
Digital presenceMaxx Coffee Prima financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maxx Coffee Prima leadership team
Management profileNumber of profiles
Profiles5 records
Maxx Coffee Prima funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maxx Coffee Prima M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maxx Coffee Prima
What does Maxx Coffee Prima do?
Maxx Coffee Prima operates a chain of modern specialty coffee shops across Indonesia selling handcrafted espresso-based beverages, nitro cold brew, frappés, teas, chocolate drinks, and signature food pairings. Each store also features a dedicated manual brew bar serving single-origin Indonesian coffees, plus co-working spaces and meeting rooms for customers. The company sells branded merchandise (tumblers and whole-bean coffee) and supports its in-store and delivery business with a proprietary mobile app for iOS and Android.
Is Maxx Coffee Prima a public or private company?
Maxx Coffee Prima is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Maxx Coffee Prima founded?
Maxx Coffee Prima was founded in 2015. It employs 501 to 1,000 people.
Where is Maxx Coffee Prima based?
Maxx Coffee Prima is headquartered in Tangerang, Indonesia, in the Asia region.
How does Maxx Coffee Prima make money?
Five revenue lines are on record. Retail Coffee and Beverage Sales are the primary driver. The others are food Sales, merchandise Sales, app-based Delivery Orders and space Rental and Co-working.
Who are Maxx Coffee Prima's main competitors?
Anomali Coffee is listed as an emerging player. Direct peers are Tim Hortons Indonesia, Tuku Coffee, Fore Coffee, Kopi Kenangan and Janji Jiwa. Regional players are Common Man Coffee Roasters and % Arabica. Broad incumbents are Starbucks Indonesia and The Coffee Bean & Tea Leaf Indonesia.
Does Maxx Coffee Prima have an API?
No public API is recorded for Maxx Coffee Prima.
What industry is Maxx Coffee Prima in?
Maxx Coffee Prima's product category is Specialty Coffee Shops. Its primary akta.pro industry code is THAFADAA, Specialty Coffee Shops (Single-Origin, Third-Wave), with a secondary code of THAFADAB, Coffee Chains & Franchise Cafes. Its NAICS code is 722515 and its SIC code is 5810.