1. Startups

SaladStop! Receive Series B Funding from Temasek, East Ventures, and Others; Validating the Resilience of “Cloud Kitchen”

SaladStop Service! has been operating in Indonesia since 2016, only serving consumers in Jakarta and Surabaya

Developer startup food chains which focuses on healthy food, SaladStop! Group, announced the closing of series B funding worth SGD12 million or the equivalent of 125,7 billion Rupiah. The round was led by Temasek, with the involvement of East Ventures, Vulcan Capital, K3 Ventures, and DSG Consumer Partners.

Currently, the service has been used by 3,5 million people per year by users in Indonesia, Singapore, Japan, South Korea, Hong Kong, and several other countries. In Indonesia itself, SaladStop! can only be enjoyed by users in Jakarta and Surabaya. They also operate several brands, including Heybo, Wooshi, and GoodFoodPeople with 69 outlets across the country where they operate.

As the name implies, the menu is served in the form of salads, combining fresh vegetable and animal ingredients. In addition there are several other menus as well such as Wraps, Protein Bowl, and Korean food. Interestingly, via site served for ordering, we can arrange our own food by choosing the basic ingredients, vegetables, topping, until dressing-his. Each food ordered will be calculated nutritional content.

"Our mission is to shape the future of food in Asia and ensure that healthy food is convenient and accessible to everyone. The pandemic demonstrates the resilience of our business in all markets and accelerates penetration online. Fueled by innovative technology, networking cloud kitchen, and our new generation of healthy food brands are excited to partner with a strategic investor to scale our business," said SaladStop! Co-Founder & CEO Adrien Desbaillets.

Take advantage cloud kitchen

In selling their products, SaladStop! make use of the concept cloud kitchen. This was chosen in order to encourage higher growth, especially supported by the technology they developed. In the distribution process, they also take advantage of the ecosystem food delivery in each destination country. Like in Indonesia, they partner with GoFood and Grab Food for ordering and food delivery.

In addition, at Indonesia SaladStop! cooperating with the operator cloud kitchen to help them produce food for customers. KitaKitchen become the platform they are currently working with. Actually there are many options that can be used as well, DailySocial.id noted that there are at least 15 operators who are now continuing to establish business.

NoOperator NameSinceVenuesMinimum contractKitchen sizeRental price (starting from)Brand partners
1GrabKitchen201845 outlets1 tahun10 20-m2Profit sharingGeprek Bensu, Reddog, The Good Habit Express
2GoFood Shared Kitchen201927 outlets1 tahun14 25-m2Profit sharingFamilyMart, Banzai, I am Geprek Bensu
3Everplate20199 outlets1 tahun6 17-m2Fixed costs, 6 million/month2080 Burger, The Moo, Grumpy Meatballs
4YummyKitchen201940 outlets6 months5 10-m2Profit sharing, 7 million/monthDailybox, KyoChon, Se'i Sapi Lamalera
5We are Kitchen20203 outlets6 months6 17-m2Fixed costs, 5 million/monthBurgreens, Thai Alley, Yoshinoya, SaladStop
6Telepot20201 outlets6 months7 19-m2Profit sharing, 6 million/monthYuks Bowl, Kaka Bakes, CWIMS
7hangry202040 outletsN/AN/AN/Aown brand
8PopitsnackN/A1 outletsN/AN/AN/ASegara Market, Tehna
9Table202053 outletsN/AN/AN/AMujigae, Palava, Fondre
10Eden Kitchen20201 outletsN/AN/AFixed costs, 5 million/monthOppa Corn Dog, Unicorn Burger
11Foodstory20212 outletsN/AN/AN/ASunda Empire Chicken, TikTok Fried Rice, Chick Pok!
12Lookalkitchen202150 outletsN/AN/AN/ADapoer Bang Jali by Denny Cagur
13DishServe2021100 outletsN/AN/ACommissionPhago, Daipan
14Eatsii2021N/AN/AN/AN/AEndoy Fried Rice, Simply Fry
15Food Kitchen202016 outletsN/AN/AN/Aown brand

By reducing the load on the operational side, brand Food product developers tend to be more agile in product innovation and expansion. Organizer distribution cloud kitchen which continues to expand is also an opportunity for players to expand their market share in the midst of shifting customer habits post-pandemic. This is evident, throughout the pandemic, over 50% of SaladStop sales! generated by online.

"To achieve our ambitious growth strategy we plan to deepen our roots in existing markets, while also expanding our footprint in selected new countries. We have built extensive infrastructure across the region over the past few years and will continue to leverage our technology capabilities and models. operation cloud kitchen our exclusive business to accelerate our growth in emerging markets," said Frantz Braha, Chief Growth Officer of SaladStop!

Similar business concept in Indonesia

Hangry, Foodstory, Legit Group, and several other local players have actually adopted a similar business model, namely “multi-brand cloud kitchen" Through mini outlets scattered in various cities, some don't even provide options dine-in, they bring several food brands at once into one ordering option. For example Hangry!, in their shop they provide several food options ranging from Moon Chicken, San Gyu, Kopi Dari Pada, and Chicken Koplo.

From the user side of the model multi-brand This also presents its own advantages. In one order, they can get a variety of food items from different brands -- including saving on shipping costs.

The good market acceptance has also opened the eyes of venture capitalists to work on this industrial line. East Ventures invested in Legit Group, while Alpha JWC Ventures also supported Hangry! since its debut.

The current business model can be “Template” for the next generation of culinary entrepreneurs. Apart from enabling them to move agilely to expand their business area, market acceptance is also an important aspect that is now starting to take shape. On the other hand, the infrastructure that accommodates the business is also being deepened. For example, for ordering services now it's not only fixated on duo Grab-Gojek, other platforms like Shopee and Traveloka started to improve service quality food delivery they.

The challenge is precisely how this food entrepreneur creates brand relevant to the market share in Indonesia – in order to provide quality food products at affordable costs. After all, on the operational side, there are many costs that should be reduced to prioritize products.

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