We have previously written about our recent work with D’Cost Seafood, a hugely popular fast-casual concept in Indonesia. In just 10 days we built and opened D’Cost Quick and D’Stupid Baker in just 30 days!
You might be scratching your head at the name, D’Stupid Baker. To shed a little light on the choice of name, one needs to understand a little more about Indonesian culture. In Indonesia people do not want to do business with the smart man as they think they will be taken advantage of so they prefer to do business with the stupid man. It is said that when you are in love you do stupid things. The stupid baker is a person who is in deep love, because he is in love he gives with his heart and sells products STUPIDLY cheap. He buys the most expensive espresso maker on the planet and then sells the coffee at super cheap prices.
Check out the photo above of the red La Marzocco espresso machine; the text featured on it points out this very paradox: “La Marzocco..the most expensive espresso machine in the world. D’Stupid Baker…the cheapest espresso coffee in the world.”
There is no doubt that love and conviction drives this brand to unbelievable success!