Customers are queuing around the block, with many waiting up to three hours for a table at peak times.
Jakartans love new things, and the rapidly growing middle classes of Indonesia's capital always fight to be first -- whether watching the latest Hollywood blockbuster, owning the newest gadget, or being seen in a trendy bar.
The cafe offers a variety of Magnum dishes, served as appetizers or main courses – with dips, as drinks and as desserts.
Hundreds of Magnum ice-creams are being sold at the café every day, costing around 12,000 Rupiah (US$1.40) each, in a country where the average urban wage is US$126 per month.
Dishes include the Apple Dazzle, Court Jester, Crown Jewel, Dark Cherry Goblet and Grande Fountain Fondue.
Advertising for Unilever’s Magnum business is handled by Lowe Indonesia.
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