Flash Coffee has named Bardon Matthew as its new CEO to lead the brand’s expansion in Indonesia. 

With over 20 years of experience in Southeast Asia’s food and beverage industry, Matthew will be responsible for driving store-level performance and scaling operations nationwide.

Matthew, who began his career as a barista, has held leadership roles at Starbucks, J Co, Maxx Coffee, Krispy Kreme, Indofood, and most recently, Fore Coffee, where he oversaw more than 200 outlets.

“Bardon understands our customers, our stores, and what it takes to constantly iterate and improve a great business,” said Jakob Angele, Flash Coffee’s executive chairman. 

“After our very successful turnaround efforts last year, 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.”

Matthew’s appointment follows Flash Coffee’s strategic shift to focus solely on the Indonesian market, supported by a recent US$3 million funding round and a renewed emphasis on disciplined, profitable growth.

“Flash Coffee is in the process of rebuilding under a new model. After holding various roles at major brands, I’m now following my legacy, and Flash Coffee is the place where I can truly contribute my value,” Matthew added.

The company currently operates in Jakarta and Bandung, with plans to reach 80 stores by the end of this year and 130 next year, with a long-term goal of 500+ locations nationwide.