Café do Ponto

What Café do Ponto does

Café do Ponto is a 75-year-old Brazilian coffee brand founded in 1950 by a group of São Paulo coffee farmers, now owned and operated by JACOBS DOUWE EGBERTS BR COMERCIALIZAÇÃO DE CAFÉS LTDA. (JDE BR), the Brazilian arm of the multinational JDE PE group. The company sells a curated portfolio of four premium packaged coffee SKUs — Espresso 1KG whole beans and three 500G vacuum-packed roasted-and-ground varieties (Exportação, Extraforte, Tradicional) at intensity levels 8–10 — distributed through supermarket chains and the brand's own retail channels.

The brand's core technology is conventional coffee roasting, blending, and packaging (including vacuum sealing for freshness), with no proprietary AI or software platform; marketing and customer-data operations are centralized by JDE BR on AWS-hosted CRM infrastructure with standard MarTech tooling (Google, Facebook/Meta, Hotjar, Yotpo, Teads, Havas Media).

Café do Ponto operates a dual go-to-market: a franchise network of 40+ branded cafeterias in shopping centers across five Brazilian states (Distrito Federal, Mato Grosso do Sul, Rio de Janeiro, Santa Catarina, São Paulo), plus retail/supermarket wholesale of its packaged products. Revenue is generated through one-time retail product sales and franchise/licensing royalties from independent operators. The company's primary customers are individual Brazilian coffee consumers seeking premium quality and intensity-tiered flavor profiles, with a secondary segment of franchise entrepreneurs. The brand has 165 employees and is registered as a private limited liability company headquartered in Barueri, São Paulo.

Name

Café do Ponto

Legal name

JACOBS DOUWE EGBERTS BR COMERCIALIZAÇÃO DE CAFÉS LTDA.

Website

https://cafedoponto.com.br

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

101–250 employees

Short description

Café do Ponto is a Brazilian premium coffee brand founded in 1950, owned by JDE BR. It sells four packaged coffee SKUs and operates 40+ branded cafeterias across five Brazilian states via a hybrid franchise and company-operated retail model, serving individual Brazilian consumers and franchise entrepreneurs.

Ownership category

akta.pro rank

Product category

Roasted Coffee (Roasted and Ground / Whole Bean Coffee)

NAICS

Coffee and Tea Manufacturing (31192), Limited-Service Restaurants (722513)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG), Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Roasted coffee beans
• Ground coffee products
• Specialty coffee retail
• Coffee shop chain
• Coffee franchise

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Coffee Product Sales: Sale of roasted whole bean and ground coffee products to consumers through supermarket chains, retail stores, and directly at cafeteria locations.
2. Franchise Revenue: Revenue generated from franchising the Café do Ponto brand to independent operators who open and operate Café do Ponto cafeteria locations.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Café do Ponto is a Brazilian coffee brand that produces and sells roasted whole bean and ground coffee products across multiple intensity levels (8-10), and operates a chain of branded cafeterias in shopping centers across Brazil. The brand is owned by JACOBS DOUWE EGBERTS BR COMERCIALIZAÇÃO DE CAFÉS LTDA. (JDE BR) and also licenses its brand through a franchise program for independent entrepreneurs.

Product overview

Café do Ponto is a Brazilian coffee brand offering roasted whole bean and pre-ground coffee products. The portfolio consists of four core SKUs: Café do Ponto Espresso 1KG Grãos (whole bean), and three varieties of roasted and ground coffee in 500G vacuum packs — Exportação (intensity 8), Extraforte (intensity 10), and Tradicional (intensity 9). The products are positioned across intensity levels and roast profiles to serve consumers seeking superior quality, intense flavors, and enveloping aromas. The brand also operates a chain of Cafeterias Café do Ponto (cafeterias/café shops) across Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Café do Ponto Espresso: Coffee beans from the best coffee regions of Brazil with medium roast, resulting in a full-bodied, aromatic Espresso with hazelnut-colored crema.
• Café do Ponto Exportação
• Café do Ponto Extraforte
• Café do Ponto Tradicional

Products and services

• Café do Ponto Espresso 1KG Grãos Whole bean espresso coffee made from a blend of beans sourced from the best coffee-growing regions of Brazil. Medium roast yields a full-bodied, aromatic espresso with hazelnut-colored crema. Intensity level 10. Targeted at consumers seeking premium quality espresso for home preparation.
• Café do Ponto Exportação 500G Vácuo Roasted and ground coffee in vacuum packaging, aromatic with prolonged flavor, the result of careful selection of high-quality beans. Intensity level 8. Targeted at consumers seeking aromatic coffee for home preparation.
• Café do Ponto Extraforte 500G Vácuo Roasted and ground coffee in vacuum packaging, full-bodied with a roast point that reveals an intense and enveloping aroma. Intensity level 10. Targeted at consumers seeking a strong, full-bodied coffee profile.
• Café do Ponto Tradicional 500G Vácuo Roasted and ground coffee in vacuum packaging with pleasant aroma, medium body, and balanced flavor. Intensity level 9. Targeted at consumers seeking a balanced, traditional coffee profile.
• Cafeterias Café do Ponto Branded coffee shops / cafeterias operated by the company and franchise partners in shopping centers across Brazil, including locations in Distrito Federal, Mato Grosso do Sul, Rio de Janeiro, Santa Catarina, and São Paulo. Offer consumers a coffee shop experience to enjoy Café do Ponto products on-site.
• Café do Ponto Franchise Program Franchise program inviting entrepreneurs to open and operate Café do Ponto branded cafeteria locations. Information available through franquiacafedoponto.com.br. Targeted at entrepreneurs seeking a turnkey business opportunity with an established Brazilian coffee brand.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• JACOBS DOUWE EGBERTS BR (JDE BR)coreOthersJACOBS DOUWE EGBERTS BR COMERCIALIZAÇÃO DE CAFÉS LTDA. is the parent company and brand controller of Café do Ponto. JDE BR operates multiple coffee brands including L'Or, Pilão, Damasco, Café Pelé, Caboclo, Moka, Senseo, and illy. The company manages all business operations including data processing, marketing, and customer service for Café do Ponto.
• Havas MediaminorGTM or Marketing PartnerHavas Media is the communication agency used by JDE BR for advertising campaigns and social media management, supporting Café do Ponto's digital marketing initiatives.
• Facebook/MetaminorGTM or Marketing PartnerFacebook Custom Audiences are used for retargeting and creating lookalike audiences for Café do Ponto marketing campaigns on Facebook and Instagram platforms.
• Teads Altice InternationalminorGTM or Marketing PartnerTeads is the advertising platform used for filtering ad delivery based on user profile, interests, location, device, and page content, and to prevent repetitive ad display.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pilão: Sister brand within JDE BR with overlapping mass-market positioning and Brazilian distribution. Competes head-to-head with Café do Ponto at retail for the same roast & ground coffee segment, and shares parent-company infrastructure creating internal cannibalization dynamics.
• Illy Caffè: Italian premium coffee brand also distributed by JDE BR in Brazil. Directly competes with Café do Ponto in the premium roast & ground segment with comparable espresso-focused positioning and similar Italian/European premium heritage cues.
• 3 Corações: Brazil's largest coffee company, operating both packaged coffee products (including Tradição, 3 Corações Extraforte) and food service channels. Directly competes with Café do Ponto in the Brazilian supermarket shelf and represents the dominant domestic competitor in both roast & ground and capsule segments.
• The Coffee: Brazilian specialty coffee chain operating franchised locations in shopping centers and high-street retail, with a comparable target customer (middle-class Brazilian coffee drinker) and similar franchise-driven expansion model as Café do Ponto.

Emerging players

• Suplicy Cafés Especiais: Brazilian specialty coffee chain with a smaller footprint focused on high-end single-origin and specialty preparations. Targets the same premium coffee occasion as Café do Ponto but with a more specialty-focused positioning, increasingly competing for shopping-center real estate.
• Nespresso Brazil: Single-serve capsule coffee brand from Nestlé competing for premium at-home coffee occasions in Brazil. While currently a different format (capsules), Nespresso's growth represents a structural shift that could erode demand for traditional roast & ground formats like those offered by Café do Ponto.
• Café Orfeu: Brazilian specialty coffee brand offering premium roast & ground and whole bean products with direct-to-consumer e-commerce. A smaller emerging player that competes in the same premium retail packaged segment as Café do Ponto's Espresso and Extraforte SKUs.

Broad incumbents

• Toddy Café: Historic Brazilian coffee brand (owned by PepsiCo) known for soluble/instant coffee and roast & ground products. Competes broadly in the Brazilian supermarket coffee category with a heritage positioning comparable to Café do Ponto's 60+ year brand history.
• Starbucks Brazil: Operates a chain of coffee shops across Brazil's major shopping centers, directly overlapping Café do Ponto's cafeteria locations. While Starbucks focuses on the on-premise café experience rather than retail packaged coffee, both compete for foot traffic in the same shopping mall food courts and premium coffee occasions.
• Melitta: Established German-Brazilian coffee brand with broad portfolio spanning roast & ground, capsules, and filters. A larger incumbent operating broadly across multiple coffee categories, directly competing with Café do Ponto in supermarkets but with significantly broader SKU coverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/user
• LinkedInlinkedin.com/company/caf%C3%A9-do-ponto

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 Café do Ponto