Hangry Raises $13M Series A to Expand Indonesian Cloud Kitchen

Hangry Secures $13 Million Series A Funding

Hangry, an Indonesian startup operating within the cloud kitchen sector, has successfully completed a $13 million Series A funding round. The company, which aspires to evolve into a globally recognized food and beverage enterprise, received the investment led by Alpha JWC Ventures, a returning investor.

Additional participation in this funding round came from Atlas Pacific Capital, Salt Ventures, and Heyokha Brothers. These funds are earmarked for expanding Hangry’s presence throughout Indonesia.

Expansion Plans and Total Funding

Over the next two years, Hangry intends to significantly increase its outlet count within Indonesia. This expansion will notably include the launch of its inaugural dine-in restaurants.

Combined with a prior $3 million investment from Alpha JWC and Sequoia Capital’s Surge program, Hangry’s total funding now reaches $16 million. Currently, the company manages approximately 40 cloud kitchens situated in Greater Jakarta and Bandung, with 34 of these having been established in 2020.

Hangry has ambitious plans to grow its total number of outlets to over 120 this year, incorporating the addition of dine-in locations.

Company Background and Industry Position

Established in 2019 by Abraham Viktor, Robin Tan, and Andreas Resha, Hangry is a key player in Indonesia’s rapidly developing cloud kitchen industry.

Major technology companies, such as Grab and Gojek, also operate extensive networks of cloud kitchens integrated with their respective food delivery platforms.

Other startups competing in this space include Everplate and Yummy.

Differentiating Strategy: Focus on Own Brands

A primary factor distinguishing Hangry from its competitors is its dedication to developing and promoting its own brands. Unlike some companies that offer kitchen space and services to external restaurants, Hangry concentrates on its proprietary offerings.

Currently, Hangry boasts four distinct brands, featuring Indonesian chicken cuisine (Ayam Koplo) and Japanese food (San Gyu). Menu items are priced between 15,000 and 70,000 IDR per serving, which translates to approximately $1 to $6 USD.

Customers can order Hangry’s food through the company’s dedicated app, as well as via popular delivery services like GrabFood, GoFood, and ShopeeFood.

Strategic Focus on Brand Growth

According to chief executive officer Viktor, Hangry has received inquiries from other brands interested in utilizing its cloud kitchen network. However, the company’s strategic priority remains the expansion of its own brands.

“Our brands are experiencing rapid growth in popularity within Indonesia and require dedicated kitchen resources to fully realize their potential,” Viktor explained to TechCrunch.

Multi-Channel Approach for Global Ambitions

The rise in food deliveries during the COVID-19 pandemic and subsequent social distancing measures contributed to Hangry’s growth.

However, to achieve its goal of becoming a global brand within the next decade, the company recognizes the need to operate across multiple channels.

“We understood that eventually, we would need to serve customers through all available channels, including dine-in options,” Viktor stated. “We deliberately began with a delivery-first model, addressing the challenges of maintaining food quality during transport. We now feel prepared to welcome customers to our restaurant locations.”

Viktor further elaborated that the dine-in concept represents a natural extension of the company’s existing delivery operations.

Investor Confidence and Future Outlook

Eko Kurniadi, a partner at Alpha JWC Ventures, expressed strong confidence in Hangry’s potential in a press statement.

“Within a year and a half, [Hangry] has launched numerous brands catering to diverse tastes, and nearly all of them consistently rank among the top sellers with excellent ratings on various platforms. This demonstrates a clear product-market fit,” Kurniadi noted.

He concluded by stating that this is just the beginning and anticipates Hangry’s growth into a leading local F&B brand in Indonesia.