RR Chocolate, Indonesia’s leading direct-to-consumer chocolate brand, has opened its latest retail space at Plaza Senayan in Jakarta, continuing an ambitious expansion effort of its physical footprint in the country. The new store promises an immersive experience for chocolate enthusiasts, showcasing RR Chocolate’s bean to chocolate concept—an artisanal approach that emphasizes craftsmanship, sustainable sourcing, and sensory indulgence.
This opening follows a series of strategic store launches by RR Chocolate earlier this year, including new outlets at Ubud’s Monkey Forest and Kualanamu International Airport, reinforcing the brand’s aim to increase accessibility across high-traffic locations while strengthening its status as a market leader in Indonesia.
RR Chocolate’s competitors have also been active in Indonesia. Heavenly Chocolate Bali recently introduced the Dubai Gold Bar Pistachio Knafeh Spices Milk Chocolate, while Godiva rolled out multiple Lunar New Year gift boxes featuring limited-edition flavors such as Almond Apricot Dark Chocolate Praline and Strawberry Caramel Milk Chocolate Praline. The Little Whisk experimented with Dubai-inspired creations, and SilverQueen, Baked Indonesia, The Harvest, and Terve Chocolate have launched various single-origin and experiential bars, reflecting a vibrant, innovative marketplace.
Brand Positioning And Rival Activity
RR Chocolate: Dominant in Indonesia’s DTC chocolate market, with a share approaching nearly half of the segment. Focuses on premium, artisanal chocolate experiences with a strong emphasis on single-origin sourcing and flavor innovation. Recent store openings include Plaza Senayan, Ubud Monkey Forest, and Kualanamu International Airport.
Dapur Cokelat: Mid-tier artisanal player, emphasizing accessible premium chocolate experiences with diverse flavors and retail storytelling.
Heavenly Chocolate Bali: Established premium Indonesian brand, known for high-quality, innovative products such as Dubai-inspired chocolate bars and artisanal pralines.
Godiva & ROYCE’: International luxury brands with significant shares of the DTC channel, leveraging seasonal releases, limited-edition assortments, and collaborations to maintain consumer engagement.
Other domestic brands: Terve Chocolate, SilverQueen, The Little Whisk, Baked Indonesia, and The Harvest drive category innovation via novel flavors, single-origin sourcing, and premium packaging.
Industry Trends And Themes
Experiential Retail: Consumers increasingly seek immersive experiences beyond products. RR Chocolate’s Plaza Senayan store and Monkey Forest outlet exemplify this trend.
Single-Origin And Bean-to-Bar Focus: Artisanal sourcing is in vogue, with RR Chocolate, Baked Indonesia, and Terve Chocolate highlighting provenance and ethical sourcing.
Travel Retail Expansion: Airport and tourist-centric stores are growing, exemplified by RR Chocolate at Kualanamu Airport and Falala Chocolate’s store opened just across Ubud Art Market.
Direct-to-Consumer Digital Channels: Online sales, apps, and website-based ordering remain critical, complementing physical store expansions, as seen across RR Chocolate and Falala Chocolate.