By: Made Prajnadipta
Over the past few years, coffee shop culture in Indonesia has experienced significant growth. What started with just a few popular big company cafés has transformed into a massive industry, with thousands of new coffee shops popping up all over the country. However, this phenomenon has oversaturated the sector, causing many to quit because they couldn’t compete.
Yet, amidst this competition, some coffee shops have managed to survive and thrive. What is the secret? Besides maintaining the quality of the coffee beans or the atmosphere, although that is important. The key lies in a small but powerful factor: being the 3rd place.
“Nongkrong” as a Way of Life
Hanging out, known as “nongkrong” in Indonesia, is a part of the country’s culture. It’s not just a casual meet-up; it’s a social action one that bridges generations, diverse backgrounds, and places. Whether you’re reconnecting with a close friend, making new acquaintances, or just relaxing, nongkrong emphasizes the joy of the present and the pleasure of those you share it with.
In Indonesia, nongkrong is more than just an activity of sitting down for a chat. It’s about creating a shared space where conversations flow freely, and laughter is abundant without any time boundaries. It’s a way of life, where the pressures of the outside world fade away, and what matters most is the connection you share with others.
What makes nongkrong truly unique is its versatility. Be it in a cozy coffee shop, a bustling restaurant, a humble street stall, or even on the side of the road, people can do it anywhere. The setting doesn’t matter as much as the vibe. Whether you’re in an artisanal slow-bar coffee shop or sitting on a beer keg on the side of the road, the spirit of nongkrong remains the same.
Syncing with the Culture
The go-to places for people to nongkrong align with the idea of third places. The concept of a third place was introduced by sociologist Ray Oldenburg. He described it as a place outside of home (the first place) and work (the second place) where people can find comfort, retreat, and community. In his words, a third place is a setting “beyond home and work… in which people relax in good company and do so regularly.”
One of the best examples of third places can be found in a Ted Talk by Josh Nims. In the video, he successfully raised $4.5 million to establish Paine’s Skate Park in the middle of Philadelphia. This park is strategically located to serve as a nexus point, connecting several important landmarks in the city, including the Schuylkill River Trail, Benjamin Franklin Parkway, and Kelly Drive Park.
What makes Paine’s Skate Park special, said Nims, is not just its appeal to skateboarders but its broader role as a gathering place for a diverse mix of people. He highlights how the park attracts “young people, old people, baby carriages, wheelchairs, bicycles, skateboards, rollerblades — everything that moves itself through our city.” These visitors come to the park not just to pass through, but to connect with the river, the museum, and, most importantly, with each other. It’s a place where people from all walks of life come together to hang out, take a break, and build community.
In many ways, Paine’s Skate Park embodies the essence of third places that Oldenburg described, spaces where the lines between different social groups blur, and where the act of simply being together in a shared space creates a sense of belonging and connection. In Indonesia, nongkrong spots serve a similar purpose, providing people with the opportunity to communicate and find community outside of their usual routines.
Coffeeshops at Their Finest
Being a third place will give a coffee shop a unique edge. It becomes more than just a location, it becomes an experience, a community hub where people feel a sense of belonging. Customers aren’t just coming for the coffee; they’re coming for the atmosphere, the connections, and the comfort that only a true third place can provide.
To catch the eye, it’s essential to cultivate this third-place identity. This could be achieved by organizing small events that bring people together, whether it’s karaoke night, bicycle clubs, or local movie screenings. Even the simplest gestures, like being the friendly face at the counter who remembers a customer’s name or their favorite order, can make a significant difference. Such activities create opportunities for social interaction and deepen the sense of community within your coffee shop.
The goal is to transform your coffee shop from a mere stopover into a daily regular destination. When your coffee shop becomes a third place, it offers something irreplaceable: a sense of home away from home. This is how you build a loyal customer base, turning occasional visitors into regulars, and regulars into advocates for your brand. By encouraging connection, your coffee shop can thrive, even in the so-called saturated sector.
Sumber
https://www.istockphoto.com/de/vektor/menschen-relaxen-in-der-bar-gm500492990-80802155