Intensifying Omnichannel Strategy, Hangry Targets To Have 150 Outlets This Year

Hangry, startups multi-brand virtual restaurant, take aggressive steps to be able to open 150 outlets offline until the end of 2021 (current position 41 outlets). It is hoped that this expansion can boost brand awareness of five brand Hangry's restaurant, as well as the company's performance.

Hangry Co-Founder & CEO Abraham Viktor explains, although his business only one year old, but the pandemic managed to teach many lessons. At the beginning of the pandemic, the company was actually affected by a drop in sales of up to 30%. However, this number is not much compared to other F&B players playing on the service dine-in.

Over time, one of which is driven by the acceleration of massive digital application consumption, which has an impact on company performance, which can grow faster than before than before the first phase of the PSBB.

This momentum is utilized by continuing to expand and launch brands New F&B underneath, until finally decided to open a special outlet dine-in, from before it was just a concept cloud kitchen For delivery orders, use GoFood services and GrabFood.

“This year we want more Yago's defensive effort ke Branding so that more people know Hangry. That's why we use strategy omnichannel open shop dine-in and delivered, but we plan to have more dine-in let it be more commits with consumers," explained Viktor in a virtual press conference, Thursday (25/2).

Currently Hangry has 40 outlets spread across Greater Jakarta and 1 outlet in Bandung. Meanwhile, at the beginning of this year, the company inaugurated one outlet dine-in named Hangry the Alley is located in Puri Pesanggrahan, West Jakarta. This outlet will be flagship of all Hangry brands so that they are increasingly known to the wider community.

Viktor himself plans to target 150 outlets by the end of this year. At least in every big city there will be one outlet flagship it is to introduce brand Hangry. Then the rest will be focused on more outlets stand alone make Moon Chicken and San Gyu. Both are brand with the highest sales and has many consumers.

Meanwhile, Hangry now has three other F&B brands, namely Dari Pada, Bude Sari Chicken Rice, and Koplo Chicken. Each brand so look for companies to capture all the people who have different food favourites.

Regarding the company's performance, there is an upward trend of up to 2000% which is shown through product sales under Hangry reaching 22 times from January 2020 to December 2020.

In each quarter throughout 2020, the company was able to sell from 135 thousand portions in a month, reaching 525 thousand portions a month in the last quarter. It was even mentioned that in December 2020, in a day, 17 portions were broken.

"Therefore, we see that public interest in Hangry products is quite high and this is one of the reasons for us to innovate to expand by making dine-in restaurants," he concluded.

The company's aggressive expansion is also supported by early stage funding $3 million from Sequoia and Alpha JWC Ventures announced in June last year.