Hangry Continues to Boost Growth Through Virtual Kitchen Strategy and "F&B Brand Aggregator"

Culinary startup multi-brand Hangry said that he would continue to expand his private label food brand and virtual kitchen network to more cities throughout Indonesia. An ambitious company wants to be quality culinary provider the best at affordable prices for the community through various channels.

This ambition is in line with the company's belief that the trends offered by the food delivery platform will continue to be the main support for the business in the future. It can be seen from the number of virtual kitchens, Hangry is more dominating than the restaurant outlets that receive it dine-in.

"Development food delivery market very rapidly from 2019-2020 before the pandemic. What happened during the pandemic, the trend was accelerated so that it has potential marketits very big and us expect it will continue. That's why our main business is [online] delivered,” said Hangry Co-founder and President Andreas Resha during a press conference that was held yesterday (17/11).

Entering its 3rd anniversary, now Hangry has expanded its virtual kitchen coverage area to more than 70 points. The locations are spread across Jabodetabek, Bandung, Surabaya, Semarang, Medan and Makassar. As for the restaurant outlets, there are three locations around Jakarta, namely Senopati, Kemang and Pondok Indah. All three are special restaurant food brands under Hangry, namely Moon Chicken.

Quote from report Grab of 2022, regionally, monthly spending on food delivery services and daily shopping increased by 30% in May 2022 compared to November 2021. Then, spending on food delivery and groceries increased 1,3 times between 2021-2022.

In Indonesia alone, the average amount of money spent per order on the service GrabFood increased by 54% from 2019-2022. As for the largest amount spent this year, it reached IDR 9 million. Whereas for GrabMart, the average number of purchases per order grew 90% higher than 2020.

Separately, citing a Momentum Works report, in Southeast Asia the total GMV will reach $15,5 billion in 2021, up 30% from the previous year. As for Indonesia alone, its contribution was $4,6 billion. In terms of application use, market share GrabFood is the largest with a GMV of $7,6 billion. That figure surpassed FoodPanda's $3,4 billion and Gojek $2 billion.

Resha also realizes that the position of a company that was born shortly before the pandemic broke out, is also inseparable from the economic impacts it has caused, such as global turmoil in technology companies, rising fuel prices, and rising benchmark interest rates. The company also tries to be more sensitive to the above conditions.

However, he feels grateful for Hangry's position in the culinary world as a supplier, who always has requests because they relate to the primary needs of all humans.

“As a company that provides supplies to fill demand, meaning that we are always sought after by the community. For that we try to give the best, in terms of what products can be improved or compromised, and always listen feedback from consumers.”

Hangry's development

Hangry itself currently has seven private label brands. They are Moon Chicken, San Gyu, Koplo Chicken, Dari Pada, Pizza Gang, Wai Thai Food, and Accha - Indian Soul Food. The last brand specific is the last result that the company does after spreading wings menjadi brand aggregators in early March 2022.

The newest brand just released is Wai Thai Food. Based on internal research, 68% of Indonesians really like Thai food and 41% of them eat it at least two or three times in a few months.

It was stated that since it was first released in August 2022, Wai Thai has recorded sales of more than IDR 1 billion in the first month by selling 20 thousand portions. "We want to bring authentic Thai food with the right portion," said Brand Manager Marketing Hangry Yohan Ariowibowo.

According to him, Hangry has developed many private brands because it wants to always present new ones so that consumers don't feel bored. In the future, there will be a new brand with more affordable menus and prices for consumers.

It is claimed, the company currently has 1,6 million unique customers with rating average 4,7/5,0 for each outlet in the delivery service application. Every month, Hangry sells 1,8 million portions of food and beverages. “Revenue we have grown up to 2,5 times from the end of 2021 until now,” Resha added.