Humble Baker is broadening its identity beyond a takeaway-focused bakery as it opens its second outlet in Anggrek Loka, BSD, South Tangerang. The new location reflects a deliberate push to offer a more relaxed dine-in experience while keeping the brand’s emphasis on artisanal baked goods intact.
The BSD outlet also marks a continuation of the momentum built by the first store on Jalan Wolter Monginsidi, South Jakarta, which has shown strong business growth over the past year. That performance has become the basis for a more ambitious expansion plan, with the brand now preparing to open 7 to 8 additional outlets.
A more comfortable format for longer visits
The new store was designed with a minimalist interior that aims to feel calm, warm, and welcoming. Founder and Chef Ibnu Pratama said the concept was meant for families, friends, and couples who want to spend time together while enjoying Humble Baker’s products.
That shift matters because it signals a change in how the brand wants customers to engage with it. Rather than serving only quick purchases, the outlet is built to support a stay-and-enjoy format that feels more complete as a dining destination.
BSD chosen for its market character
The decision to enter BSD was not made randomly, according to Ibnu. He said the area is known for communities that value quality and authentic processes, which aligns closely with Humble Baker’s approach to production and product development.
That fit helps explain why the brand sees the location as more than just another retail point. It is also a setting where its positioning around premium ingredients and careful preparation can connect with an audience that appreciates those details.
Sourdough remains at the center
Humble Baker continues to hold onto its core identity through its naturally fermented sourdough offerings. These breads are made with premium ingredients and without artificial sugar, reinforcing the bakery’s emphasis on natural processes.
The menu covers a wide range of flavors, including sourdough cranberry cheese walnut, apple crumble, Mexican chocolate, chocolate cheese, gandum coklat, cranberry cheese, and a gandum chicken variant served with hummus. The selection shows that the brand is trying to keep its product line diverse without losing the character that defines it.
More than bread and pastry
The new outlet also expands the concept into a fuller dining experience by adding main courses. One of the highlights is Singapore salted chicken rice with salted egg sauce, alongside Indonesian dishes that have been reworked with a modern touch.
Drink options follow the same broader direction. Customers can choose from coffee, strawberry-based drinks, matcha latte, and cream-based beverages such as crème brûlée drinks.
Expansion built on collaboration
Humble Baker’s growth strategy is also being framed as a collaborative effort across different areas of expertise. Wahyu Budi Susetyo highlighted that the company sees shared effort as the more sustainable path for growth.
“إذا one wants to move fast, go alone. But if one wants to go far, go together,” Wahyu said, underscoring the principle behind the brand’s expansion approach. The statement reflects how the company views its next stage not simply as more outlets, but as a team-driven model for scaling.
Impact beyond the store itself
The move into BSD is also expected to bring benefits beyond sales. Atok Aryanto noted that the new outlet could create job opportunities while strengthening the role of local suppliers in the business chain.
The company says its goal is not limited to serving food, but also to contribute to the surrounding environment and its wider stakeholders. With business growth reaching 183 percent over the past year, Humble Baker now appears to be entering its next phase with a stronger base for expansion.
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