Back in the late '90s, after the 1998 Asian monetary crisis turned Bali's economy
upside down, David and Intoek Scherer spotted a golden opportunity amidst the
chaos. Their import business which supplied hotels and restaurants, was
struggling as the Rupiah's value took a nosedive. Prices for imported goods
soared overnight, making it tough for hotels to keep their shelves stocked.
But here's the twist: while businesses were feeling the pinch, expatriates living
in Bali suddenly found their foreign currency stretching much further. At the
time, David and Intoek realised that expats were craving quality imported goods
—the kind that reminded them of home. And so, the idea for Dijon Shop was
born!
When they opened in late 1999, Dijon Shop quickly became the go-to spot for
expats and Indonesians with a taste for Western flavors. They filled the shelves
with imported products that were hard to find elsewhere in Bali—even fresh
bread and milk from Australia! Soon enough, it became a favourite haunt for
those seeking something special.
“Need 100 grams of olives or sun-dried tomatoes? Coming right up!”
The Deli thrived because they offered home-sized portions of products usually
available only in wholesale quantities. No more buying in bulk when all you
needed was a little taste of something delicious. This convenience struck a chord
with customers who appreciated the variety without the excess.
Soon enough, folks from nearby offices started popping in with a simple request:
“You have bread and fillings, why not sandwiches?” It was a lightbulb moment!
The sandwich section was born, and as its popularity grew, it sparked the idea of
opening a Cafe. The shop was buzzing, and the community loved it.
A key ingredient in Dijon Shop's success was David's mother, Susan Scherer.
With her nurturing spirit and keen insight, she played a crucial role in shaping
the shop’s warm atmosphere and high standards. Susan ensured that every
customer felt welcome and that the quality remained top-notch.
Through hard work, a friendly approach, and a commitment to quality, Dijon
Shop blossomed into a beloved spot in Bali’s retail scene. It filled a gap that
others had overlooked, bringing joy and a taste of home to many. And this was
just the beginning of an exciting journey!
After the success of Dijon Shop, venturing into the world of food service with
Dijon Café in 2001 seemed like the next natural step for David and Intoek. But to
be honest, it wasn't part of any grand plan—it all blossomed thanks to their
wonderful customers.
Their regular shoppers wanted a place where they could relax and chat, have a
coffee and a snack. David and Intoek realised people wanted a spot to sit and
unwind, and the old deli bench at the Shop just wasn't cutting it anymore!
The Cafe started out as a casual, cafeteria-style place offering only sandwiches
and salads. It was simple, but it quickly became a hit. Then, as time went on,
they decided to spice things up. They brought in a small gas burner, and
suddenly pasta appeared on the menu. Next came a grill, and before they knew
it, the menu grew into what it is today—a wide variety of both Western and
Asian dishes from their well-equipped kitchen.
Customers loved the flexibility—they could eat and shop, shop and eat, or have
one person eat while the other shopped. It really added to the family vibe of
Dijon and was a big factor in their growing customer community.
These customer-driven additions transformed the Cafe from a simple coffee and
snack bar into a full-fledged dining destination. In 2010, Dijon became Halal
certified. This shift not only broadened the Cafe’s appeal but also solidified Dijon
as a welcoming spot for both local and international guests.
The journey of Dijon Cafe, from a modest idea sparked by customer requests to a
beloved food hotspot, highlights David and Intoek's dedication to listening to
their community and adapting to their needs. It's been an incredible ride, filled
with growth and delicious food!
From day one, quality has been the beating heart of everything Dijon stands for,
thanks to the steadfast vision of its founders, David and Intoek. They didn’t just
want to open a Shop or a Cafe—they wanted to create a place where people
knew they could always get the best, whether they were picking up groceries or
sitting down for a meal.
For David, quality isn’t just a buzzword; it’s the guiding principle that shapes
every decision, big or small.
David's commitment to quality means never cutting corners, even when the
going gets tough. If maintaining the highest standards means spending more or
working harder, so be it. He believes that delivering products that exceed
expectations is non-negotiable. This dedication has struck a chord with
customers, who’ve come to trust Dijon for its consistency and genuine care in
everything it does.
One of the most telling examples of this dedication is David's hands-on
approach to sourcing ingredients. He’s built relationships only with suppliers
who share his passion for quality and ethics. For him, the cost is a secondary
consideration—what really matters is the caliber of what he’s putting on the
shelves and on the plates.
This approach extends beyond just ingredients; it’s about maintaining spotless
facilities, precise preparation, and a team that’s as passionate about their work
as he is.
Over the years, Dijon’s unwavering focus on quality has set it apart, earning a
reputation that others in the industry admire and aspire to match. It’s this
commitment that has kept customers coming back, knowing they can always
count on Dijon for products and service that truly stand out.
From the start, Dijon wasn’t just about great food and imported products—it was
about creating a space that felt like home. David and Intoek were determined to
build more than just a business; they wanted to foster a community. With every
customer interaction, they made it clear that Dijon was a place where people
mattered, where relationships were nurtured, and where everyone was welcome.
This genuine approach quickly turned Dijon into a local favourite, earning the
loyalty of customers who have been coming back for over twenty years.
The community connection didn’t just help Dijon grow; it was the backbone of
their success, especially during tough times. When Bali faced crises like
bombings, earthquakes, and the tsunami, Dijon stood by the community. Susan
Scherer, David’s mother, took the lead in organising relief efforts, transforming
Dijon into a hub for support. Alongside David and Intoek, she rallied the
community, collecting donations from expats, local businesses, and suppliers.
Their tireless work provided not just material aid but also a sense of hope and
solidarity when it was needed most.
These moments of compassion and commitment deepened the bond between
Dijon and its customers. Today, Dijon is more than a Shop or Cafe—it’s a
cherished part of Bali’s story, a place where people don’t just come to shop or
eat, but to be part of a community that values connection, kindness, and quality.
For David and Intoek, the greatest reward is knowing they’ve created a space
that brings people together, not just as customers, but as friends and family
After 25 years of serving up quality and building a loyal community, Dijon isn’t
slowing down. Davids vision for the future is about growth and innovation, while
staying true to the values that made Dijon a household name in Bali. The plan?
To keep raising the bar with new product lines, especially in the realm of frozen
foods. With more and more customers looking for quick yet healthy options,
Dijon’s expanding selection aims to make quality dining accessible even on the
busiest days.
But the dream doesn’t stop at the dinner table. David may even move into
farming. By growing their own produce, Dijon could guarantee the freshness and
quality of their ingredients from field to fork.
Despite these ambitions, the essence of Dijon will always be the same: creating
food that feels like a warm hug. For David and Intoek, it’s not just about what’s
on the plate—it’s about the joy their food brings to people. That’s why, as Dijon
looks to the future, they’re as dedicated as ever to making meals that not only
taste good but also do good for the soul.
Reflecting on their journey, it’s clear that Dijon’s story is one of passion,
community, and a deep-rooted belief in doing things the right way. Whether
launching new products or dreaming of a farm-to-table operation, the heart of
Dijon will always be about nurturing connections and serving up a slice of
happiness to everyone who walks through their doors.
Here’s to the next chapter in the Dijon story!
