UENA F&B Startup Receives Initial Funding from East Ventures, IDN Media, and Angel Investor

East Ventures is involved in early stage funding with an undisclosed amount of investment to F&B startups onlineUENA. Other investors involved in this round of funding include IDN Media and several angel investors other.

This startup was founded by Alvin Arief (CEO) and Roy Yohanes (COO). In the release, it is stated that UENA is an integrated F&B solution for the wider community in Indonesia through delivery services online. The service combines a variety of people's favorite daily menus and sells them at affordable prices.

“We see a problem in Indonesia, where daily food is the largest yet most neglected segment. More than 98% serving this segment are individuals who are less organized, so that consumers are often disadvantaged in terms of quality, consistency, and price. We believe that UENA can be a solution for daily food needs for the wider community in Indonesia," said Alvin.

Focus on service and product expansion

The fresh funds will be used to expand in Jakarta and reach more customers. Menu choices will also be expanded for various eating needs at any time; ranging from heavy meals, snacks, and also drinks --- according to the demands and needs of each area.

UENA will also continue to develop technology in serving customers, such as applications mobile devices and robot for cooking.

“We see huge potential in the F&B industry in Indonesia with a market value of over $90 billion annually. Compared to other Southeast Asian countries, the development of the F&B industry in Indonesia is still in its early stages. Alvin and Roy have done real-world executions in this industry, and we are excited to welcome UENA into the East Ventures family,” said East Ventures Partner Melisa Irene.

Previously startup food techGreens has also received an undisclosed pre-primary round of funding led by East Ventures. The focus is on bringing integrated food technology to create new food ecosystems, to improve the way people grow and obtain food.

Over the past two years, there have been food tech startups that have launched and have received funding. Among others are Green Rebels, offfoods, to Food Market Hub.

Daily food supply solutions

One of UENA's goals is to change the perception of daily food, which is currently synonymous with roadside vendors, into quality food with selected raw materials, standard restaurant processes and equipment, as well as guarantees for employee hygiene.

All processes from upstream to downstream are handled independently, from receiving orders to delivery. Each location covers only the hyperlocal area to optimize delivery costs and duration. The mission of UENA is to improve the quality of life by providing daily meals at affordable prices, reliable service and widespread locations.

“Delivery of food online has become the most widely used digital product by the people of Indonesia, with an adoption rate of 71% and still growing rapidly. We believe that there are so many interesting opportunities that will open up in the future,” said Roy Yohanes.

Previously, a number of startups also offered a similar concept, providing an integrated choice of dishes to be ordered in one outlet. Some of them Hangry, DailyBox, Mangkoku. This year, Hangry has just received further funding 316 billion Rupiah to be used as expansion ammunition in a wider area.