Creating Emotional Connection Through Physical Promotional Materials
December 1, 2020: In the midst of a global pandemic, Chef Max found himself out of a job but not out of passion. With 15 years of experience as a French pastry chef, he decided to start 7AM in this modest 6x14m space. It was right here, in this bakery, that he was going to make people feel good every single day with his melt-in-the-mouth pastries and fresh homemade bread, made with only premium ingredients.
From the moment 7AM opened its doors, it received a lot of attention. Despite having limited space with a maximum capacity of 50 people, the bakery was always overwhelmed with orders and people wanting a taste of its authentic French recipes. There were days when many customers were unable to find a seat or table, so they simply sat on the floor to enjoy their pastries instead. Outside the bakery, delivery drivers created long queues stretching along the main road because of the huge number of online orders.
Back in those early days, the bakery didn't have many staff members, so each of them had to juggle multiple roles to keep things running smoothly. At times, even the manager stepped in as a steward. It's this dedication and a passion for good food that has helped 7AM to steadily grow into the bakery you see today, with three locations across Bali and Jakarta. Naturally, the pastries and desserts 7AM is known and loved for have stayed on the menu, alongside new tasty breakfast and lunch options.
Despite the expansion, 7AM is still simply about serving quality food with love, in a warm atmosphere where people feel at home. As Chef Max says: "The most important moment of my day is when all the products come out of the oven. The aroma fills the air, and you can see the quality and beauty in every layer of pastry." At the heart of it, it's this daily moment of joy that 7AM loves sharing with every customer.