Ardya Shares Coffee Business Strategy

Pontianak – The Ramadhan Vaganza program on Friday, March 6, 2026 (16 Ramadan 1447 H) featured a discussion about the coffee business with a local industry figure. In the opening segment, Dipa, Naufal, and Anwar talked with Ardya Vinky Divasti, who is known as the marketing manager of 5 CM Coffee.

In the broadcast, which was also streamed live on the RRI Pro 2 Pontianak YouTube channel, Ardya shared his career journey in the food and beverage (F&B) industry. He revealed that he has worked in the field for about seven years, starting as a barista before eventually being trusted with responsibilities in marketing management.

“I started my career as a barista. Over time, I learned how business operations work, and eventually I was trusted to handle the marketing side,” Ardya said.

The conversation then moved to the dynamics of building a brand amid the increasingly competitive coffee business. Ardya explained that the biggest challenge in marketing is not only promoting products, but also understanding consumer habits and the ever-changing market character.

“In the early stage of building a brand, the hardest part is changing people’s habits. We have to understand market behavior before deciding on a marketing strategy,” he explained.

In the program, which was also delayed broadcast on RRI Pro 1 Pontianak and RRI Pro 4 Pontianak, Ardya emphasized that concept and product quality are two key elements that must remain consistent. According to him, a coffee shop must provide an experience that makes customers want to return.

Besides discussing marketing strategies, he also mentioned upcoming business expansion plans. Several new outlet projects are being prepared to expand the brand’s reach to different regions.

“For this year, there are around ten projects being planned. Some are in Pontianak, and others are being prepared in different areas,” he said.

Ardya also explained plans to collaborate with several partners to create unique outlet concepts, including utilizing buildings with historical value in Pontianak.

The discussion provided insight into the creative process behind developing a coffee business that has become part of the lifestyle of the younger generation. Ardya’s experience shows how a career in the F&B industry can grow through continuous learning and adaptation.