Koultoura

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I just heard crazy rumour that Apple spends zero amounts for advertising. It looks like good management people from the company sends free stuffs to production houses to use in their movies as much as they need. Hmm, zero budget, huh? That reminds me of one cafe that does the exact thing; Koultoura, a relatively new trendy cafe in West Jakarta area.

Unlike other restaurants or cafe, which try to attract attention by giant opening parties and strange promos, Koultoura simply takes over the Instagram and start posting delicious pictures of Italian pasta, green tea latte, and Chicken Gordon Blue. You know how many likes you can get with #foodporn. Just a few months after that, the cafe becomes huge. People come and go taking pictures like crazy and join their photo competition in order to get free cappuccino. Famous food bloggers giving reviews for Koultoura (mostly positive, though I have read some bitter experiences). In short, the cafe owes its delirium success to Instagram. Zero advertising budgets!

However, along with those new-found popularities, huge responsibility also handed to Koultoura. Now, people critically observe the foods, the atmosphere, and the service. Every single thing is an issue. The pressure is higher than ever, just like Apple. The question is; can Koultoura lives up to our expectations? Like usual, I come down there with a few friends myself to find the answer. Continue reading