Enliven the Cloud Kitchen Industry, Foodstory Promotes the "Multi-Brand F&B" Concept

Foodstory is lively industry cloud kitchen in Indonesia which still has room for big growth. This startup started operations in January 2021, founded by Dennish Tjandra, a former founder of beauty startup HelloBeauty and has experience in Rocket Internet; with Charles Kwok, a entrepreneur series.

Foodstory carry the concept multi-brand F&B group that manufactures, builds, and operates several brandin-house in one kitchen. There are three brand at this time, namely Chicken Pao, Bowlgogi, and Lahab Kitchen. Outlet Foodstory serving takeaway, delivered, as well as several locations dine-in to increase engagement to consumers. hangry become the closest startup that has a similar concept to Foodstory.

To DailySocial, Co-Founder of Foodstory Dennish Tjandra said that his new startup was founded because he and Charles have the same hobby, which is food. They both had been in the F&B business before finally meeting at the end of the third quarter of last year, to discuss their respective conditions affected by the pandemic.

“Then we both saw an opportunity in the food industry given the changing consumer behavior towards food ordering online after the pandemic. Then came the idea of ​​this Foodstory," he explained, Tuesday (7/7).

Although the concept is not new, he continued, Foodstory doesn't have it food production house alone. The company cooperates with partners who are tasked with sending pre-cooked meals ke o food story. In this way, every o no need to have Head because only need to cook for assembly and finishing only by order.

'So like'doorship' food, so that we can be operationally and cost-effectively and efficiently, and most importantly, more consistent.”

For menu development and other F&B brands, Foodstory works with partners food production house the. Owner of food production house this includes one of the shareholders in Foodstory. "For brand and our menu combine between the foods that long last with the trend. Example, Fried chicken or crispy chickenright? it has been there from the past, we just mix it with the current trend.”

Currently Foodstory is heading eight o scattered around Jakarta and Tangerang, including Sawah Besar, Pluit, Puri, Kramat Pulo, Cengkareng, Cipete, Gading Seerpong, and Alam Sutera. The company targets this year to increase its presence in 50 new locations, starting in Greater Jakarta, Surabaya, Bandung, and other potential cities.

The company takes advantage of the presence of players online food delivery, such as GoFood, GrabFood, Traveloka Eats, and ShopeeFood to market their products.

Preparation for early stage fundraising

Dennish said last May, the company had pocketed funding pre-seed worth $200 thousand (approximately 2,8 billion Rupiah) from PT Gamma Persada Solusindo, an IT product distribution company. The funds were used to fix operational and system fundamentals, recruit teams, build three brand, and opened an initial branch to test system readiness for scaling going forward.

This fundraising opens the company's opportunity to enter the advanced stage in order to grow more expansively. He said that currently Foodstory is in the early stages of raising funds, of which 90% of the funds will be used for activities marketing, Branding, and expansion to 50 new locations.

“Our long-term target is not only to be part of the Indonesian food story, but we also have a target to be part of the global food story. Like F&B brands global as we know it. Like the name of our group, Foodstory wants to be a part of everyone's food story, starting from this small journey today," he concluded.