The Success Recipe of Haus!: Democratizing New-Age Beverages through Franchising

In the bustling landscape of Indonesia’s Food and Beverage (F&B) industry, Haus! has emerged as a formidable player. Founded in 2018, this "New Retail" beverage startup successfully carved out a niche by offering trendy drinks—like boba, salty cream tea, and fruit-based beverages—at prices accessible to the mass market.

Haus!

A central pillar of their rapid expansion from a single stall in West Jakarta to hundreds of outlets nationwide is their strategic franchise model. Here is an in-depth look at how the Haus! business model works and why it has become a magnet for investors.

1. The Core Value Proposition: "Aspiring but Affordable"

The genius of the Haus! business model lies in its target demographic. While international chains focus on the premium segment (prices ranging from Rp 40,000 to Rp 60,000), Haus! targets the Middle and Low-Income segments.

Pricing Strategy: By keeping prices between Rp 5,000 and Rp 20,000, they capture the "daily consumption" market rather than just the "occasional treat" market.
Quality Perception: Despite the low price, the branding, packaging, and store aesthetics mimic premium lifestyle brands, giving consumers a high-value experience.

2. The Franchise Structure

Haus! utilizes a Business Format Franchise, where the franchisor provides a turnkey system to the franchisee. This ensures consistency across all locations, whether they are in a major mall or a residential street corner.

Key Components of the Partnership:

Standardization: The franchisor provides the raw materials (centralized supply chain), recipes, and branding.
Training & SOPs: Comprehensive training for "baristas" and store managers is mandatory to maintain the quality of service.
Location Flexibility: Haus! outlets are designed to be compact. They thrive in high-traffic areas such as "ruko" (shophouses), near schools, and transportation hubs, which lowers the barrier to entry regarding real estate costs.

3. Technology and "New Retail" Integration

Haus! doesn't just rely on walk-in customers. Their business model is heavily integrated with the digital ecosystem:

Delivery-First Approach: A significant portion of revenue comes from online delivery platforms (GoFood, GrabFood, ShopeeFood). This allows small franchise outlets to serve a much larger radius than their physical footprint suggests.
Data-Driven Decisions: By using a centralized POS (Point of Sale) system, the parent company can track which flavors are trending and adjust the inventory for franchisees in real-time.

4. Why Investors Choose the Haus! Franchise

The appeal of the Haus! franchise model for entrepreneurs usually boils down to three factors:

Feature	Description
High Velocity	The low price point leads to high sales volume, which is essential for F&B profitability.
Efficient Supply Chain	Franchisees benefit from the parent company's bulk-buying power, keeping COGS (Cost of Goods Sold) low.
Strong Brand Equity	Haus! is a "top-of-mind" brand in the affordable boba segment, reducing the need for local marketing spend.

5. Challenges and Sustainability

While the model is highly scalable, it faces intense competition from local rivals. To sustain growth, Haus! has diversified its menu to include Haus! Tea, Ganjel Roti (bread), and Pedas Ngaco (snacks). This "multi-product" strategy within a single franchise location increases the Average Transaction Value (ATV) without significantly increasing overhead costs.

Conclusion

The Haus! franchise model is a masterclass in frugal innovation. By stripping away the "luxury tax" of modern beverages and focusing on operational efficiency and digital integration, they have democratized a lifestyle product. For the franchisee, it offers a proven, high-volume system; for the consumer, it offers a taste of the "premium" life at an everyday price.

The Success Recipe of Haus!: Democratizing New-Age Beverages through Franchising