“Convenience store premium.” That’s how Alfa Express presents itself. Here at Alfa Express you will find a unique shopping experience.
Alfa Express began in 2005. Djoko Susanto and five partners started it. They created it under PT Kencana Distrindo. It was meant as Djoko’s new retail venture after changes at Alfamart.
After Philip Morris International bought HM Sampoerna, Djoko felt uneasy. He worried about his leadership role in Alfamart. He only owned 30% of the shares.
By January 2006, Alfa Express had 65 stores. These stores were mainly in Jabodetabek. Alfa Express also worked with Alfamart. Later in 2006, Djoko regained control of Alfamart shares.
After Djoko took over Alfamart, Alfa Express slowed down. In 2007, it only had 70 stores. Operations shifted to PT Midi Utama Indonesia. They managed Alfamidi. By 2013, there were 116 Alfa Express stores. They expanded beyond Jabodetabek to Bandung and East Java.
In 2009, Alfa Express changed its focus. It concentrated on food and beverage retail. When Alfamart got a license from Lawson, things changed again. The orange-dominated Alfa Express seemed inefficient.
From 2014, stores closed and converted to Alfamidi or Lawson. The last Alfa Express store closed in late 2015.
But the Alfa Express brand returned. Around 2015-2016, Alfamart revived it. It featured a new logo and concept. It competed with Indomaret Point, Circle K, and 7-Eleven.
This new Alfa Express usually “attaches” to busy spots. You can find it at stations and office buildings. Also look for it at rest areas, airports, and public facilities. Prices here might be higher than at regular Alfamarts.
On January 23, 2020, Alfa Express revealed its new image. The store in Lippo Village, Tangerang, targeted a premium market. It sold fast food like hot coffee and donuts. Alfa Express also planned to expand to the Philippines like Alfamart.
Alfa Express offers a wide range of products. You can find food, drinks, and other essentials. It aims to provide affordable prices, like its sister stores Alfamart and Alfamidi.
In 2009, Alfa Express officially started. It focused on providing ready-to-eat food and drinks. It experienced ups and downs. In 2011, it had 176 stores. However, 60 stores closed the following year. Only 116 remained.
Alfa Express disappeared around 2015. This was due to overlapping concepts with Lawson. However, some stores remained in big cities.
In 2020, Alfa Express made a comeback. It featured a fresher concept and brighter colors. The colors yellow and black became prominent. The products offered are now of premium quality.
Alfa Express focuses on “food to go”. It emphasizes speed and convenience. This concept resembles the old one. The key difference is avoiding overlap with Lawson.
Alfa Express shares similarities with Alfamart. Both belong to PT Sumber Alfa Trijaya. They both use “Alfa” in their names. They initially used red and white. Since rebranding, Alfa Express has a distinct look.
Since 2020, Alfa Express has aimed for a different feel. It highlights yellow and black. Its products follow a convenience store concept. Each store has different categories. These are premium, advice, and medium. Some products may not be available at Alfamart.
You might find items like Krispy Kreme donuts. Many products are ready-to-eat foods and drinks. Currently, Alfa Express has about 30 stores. Twelve of these will become premium stores.
Alfa Express offers an alternative to modern shopping centers. It caters to consumers seeking premium products. That´s why it is great to shop at Alfa Express.