SG-based F&B brand Poke Theory takes a bite out of the Indonesia market

Singapore-based F&B store Poke Theory selling Hawaiian poke bowls has expanded into Surabaya, Indonesia, marking the brand's first foray outside of Singapore. First launched in July 2016 by siblings Vannessa Lee (pictured left below) and Joey Lee (pictured right below), Poke Theory now has six stores in Singapore.Besides its expansion, the brand also bagged its first investor, Commonwealth Capital, a Singapore-based investment company with an F&B portfolio.In a statement to Marketing, co-founder Vannessa Lee said the team is excited for the partnership in particular for business synergies and to allow Poke Theory to tap into a wider network for global expansion. While she declined to reveal the monetary value of the investment, Lee said the full amount will be invested back into the brand on a whole, to upkeep the quality of our franchise support, marketing efforts and a core team that aids in the support extended to its franchisees both locally and internationally.According to Lee, Indonesia was "on the top of [her] list" as it is an emerging market with low barriers to entry. She added that Indonesian consumers are "extremely receptive" to Singaporean brands. Coincidentally, the franchisee that the siblings felt was most suitable and ready to take on its first overseas expansion was from Indonesia and based out of Surabaya, the country's second largest city after Jakarta and is also a fast-growing city in an emerging market."It's less developed and competitive of a market than Jakarta, and allows us that flexibility to quickly adapt and perfect the brand for Indonesia. That way, when we launch in a less-forgiving landscape like Jakarta, we'll be polished and ready for it," she explained.Lee told Marketing that Poke Theory targets Indonesian consumers looking for healthier food options and its marketing efforts are directed at those aged between 18 to 35 years old.She will be leading the overall marketing for Indonesia while managing M.E Social Management, the social media agency handling Poke Theory Indonesia's account.Lee currently produces and manages photography, content, visual merchandising, social media, PR and marketing for Singapore.Taking a page out of its marketing efforts in Singapore, Poke Theory ensures that its items are strategically priced for different types of Indonesian consumers and that it tastes as good as it looks. Lee said that Poke Theory has never paid for media coverage or reviews, but instead, the team spends time perfecting the way its rainbow bowls looked so the brand could re-market itself in various ways."Because of this effort, we're the social media darling, the favourite pick of our delivery partners, the chosen header image in food articles," she added. Lee also said:We're adaptive as a brand. We're not afraid to localise our menu while still keeping the core of it. I think it's crucial for any F&B brand entering a new market to do that in order to really do well.For Indonesia, Poke Theory added a special garnish, "Tempeh Crunch", and localised its spicy mayo salmon to a sambal mayo salmon, which according to Lee is currently one of the top sellers. All its marinades are also pumped up a notch with bolder flavours to suit the local tastebuds, as Indonesians have a much heavier palette than Singaporeans. Additionally, Poke Theory also adapted all its recipes to use as many local ingredients as possible, and its currently observing purchasing patterns in order to make a decision on widening or replacing part of their range."We're also a customer-obsessed brand - and that means we reach out to, reward and talk to our customers in as genuine an approach as possible. Our customers can feel it, and when they re-market our product for us via pictures on social media, online reviews or word of mouth - it's that much more real," Lee said.She also explained that there is an endless loop of giving and receiving between the brand and customers, and as such, it is able to amass a group of loyal customers who are always eager to try new products or learn about Poke Theory's sustainability efforts. Lee added:We're very much about creating a brand and product we are proud of and then amplifying the positive reactions surrounding it.As Indonesia has yet to see a leading poke brand and with healthy eating still a relatively new movement, Lee said Poke Theory has the first player's advantage to a certain extent. Even so, Lee expects to face challenges such as educating and exposing Indonesian consumers to its food and allowing them to realise that healthy can mean tasty too."Crunchaus, a salad bar in Surabaya, is a great example of how a brand has hit the right spot in terms of price, product and strategy with the locals and we hope to do that too," she added.Poke Theory is eyeing Jakarta and Bali once the team has solidified its presence in Surabaya, as well as other emerging markets such as Vietnam and the Philippines. However, Lee said that the team does entertain franchising interest from places such as Dubai and the UK.Moving forward, the siblings foresee a few more stores in choice locations for Singapore and plan to solidify the brand's presence in the Indonesian market before exploring other markets overseas."We're not in a rush and plan for steady growth that we can handle. We're really proud to be this young and flying the Singapore flag overseas as a brand, and want to do it right," she explained.