Portfolio

Building Indonesia's leading bakery platform.

Our portfolio businesses are not independent bets. They are connected pieces of a single ecosystem — sharing manufacturing infrastructure, supply chain, and commercial scale to compound their advantage over time.

The Market

Why bakery. Why now.

Indonesia consumes just 4.7kg bakery products per person per year — compared to 22kg in Singapore and 12kg in Malaysia. Behind that gap is a structural shift already underway: Indonesian consumers are trading up, eating out more, and spending on brands and experiences they trust.

Five tailwinds are converging at once: rising consumer premiumization, a café and lifestyle culture taking root in cities, rapid retail expansion into secondary towns, growing loyalty to quality local brands, and a meaningful supply gap — very few local producers can deliver consistent premium bakery at scale.

The addressable market is USD 55 billion. The category leader has not yet been established. That is the opportunity we are building toward.

Portfolio Company:

PROJECT BUTTER CROISSANT

Indonesia's leading B2B bakery manufacturer for HoReCa chains.

SevenDays Capital owns and operates an established industrial bakery manufacturer — the mission-critical supplier behind some of Indonesia's most recognized coffee chains, QSR brands, and retail partners. We acquired the business through a succession opportunity and are actively transforming it into the country's leading integrated bakery platform.

Our positioning:

We are building the supply-side infrastructure that Indonesia's premium bakery market lacks. With certifications, cold chain logistics, and established customer relationships already in place, we compete on quality, reliability, and scale — and we are deepening that advantage every day. Today we manage over 300+ SKUs, supply over 2,000 outlets nationwide for more than 200 clients and partners.

The synergy:

Project Butter Croissant is the manufacturing core of our broader consumer food ecosystem. It supplies our own franchise outlet network, gives us procurement leverage across the value chain, and creates a platform for upstream and downstream expansion that neither business could build alone.

Our certifications:

Portfolio Company

Project Strawberry Jelly

Indonesia Master franchise for a leading global food and beverage brand.

SevenDays Capital holds the master franchise rights to develop and operate a globally recognized donut and beverage brand across Indonesia. The previous master franchisee was not extended — we stepped in, and within six months had built the operating infrastructure, secured supply chain relationships, funded outlet expansion, and signed a regional sub-franchise partner covering East Java.

Our positioning:

We are targeting Indonesia's aspiring middle class — a segment underserved by the premium coffee chains that dominate the market. Our entry point is the donut, a product Indonesians already know and trust. From there, we build toward a core commercial proposition: great coffee, best paired with a donut. We carry none of the habits of older franchise operators — and we're using that freedom to embrace the best tools and technologies available today, including AI, to run smarter operations and deliver a consistently better customer experience.

The synergy:

This is not a standalone bet. The same manufacturing platform behind Project Butter Croissant supplies the core product for our outlet network — creating a direct, structural cost advantage that strengthens as both businesses scale.