Kokikit Culinary Startup Comes with the Concept of "Chef as a Service"

The great opportunity to utilize the resources of professional chefs is the reason for the platform chef as a service Cockkit launched. Consumers can enjoy signature dishes from the cooks in the form of Ready Meal which is packaged in a practical way with a more efficient cost.

Founded by CEO Andry Suhaili together co-founder others are CTO Sebastian Wijaya, CMO Donald D. Kusumo, Chef Culinary Officer Hendro Soejadi, and Chief Content Officer Untung Pranoto; Kokikit wants to bring a choice of professional chefs to consumers (individuals, restaurants, hotels) without having to own or hire the chefs themselves.

"Our vision is to popularize the taste of Indonesia throughout the world, so that our brothers and sisters living abroad can open Indonesian restaurants with the best taste and quality through the Recipe Kit from Kokikit," said Andry.

Different from service cloud kitchen or ghost kitchen which is currently increasingly widespread, Kokikit does not need property investment and kitchen equipment to serve consumers from various cities. All Kokikit food is the creation of a professional chef.

"Player Ready Meal Similarly, they have not utilized technology as the main strategy. They still rely on conventional methods and the modern retail market and in frozen form. Kokikit has frozen products and can withstand room temperature (shelf-stable food or ambient food)," added Andry.

Meal Kits and Recipe Kits

In particular Kokikit is a producer of Meals Ready to Eat (MRE) in the form of Meal Kit (full meal) and Recipe Kit (meat only). Meal Kits are intended for individuals (end users) who don't want to bother cooking or dirtying the kitchen. While the Recipe Kit is intended for restaurants so they can add menus easily; and hotels that don't have kitchens.

All products are the creation of a team of professional chefs in collaboration with artists, to create Celebrities Favorite Signature Dish. Kokikit claims all flavors and qualities have been validated by the celebrities involved. Since operating 2 months ago, Kokikit has recorded more than 5000 customers. Currently Kokikit can be accessed via WhatsApp, the site, and on various platforms online marketplaces.

"Currently Kokikit has worked with 9 celebrities and is running a social program with Digiresto through the #IndonesiaPastibisa movement by presenting rice packages at a price of Rp. 10.000 to isoman residents throughout Greater Jakarta and Bandung," said Andry.

The monetization strategy launched by Kokikit is to build sales partners (agents). Meal Kits and Recipe Kits can be purchased individually, bundling, catering and can be customized. Kokikit also provides 3 types of mobile applications that can be used for free. Namely for customers, mira (restaurants and hotels), to agent partner applications whose job is to find prospects, get sales performance reports from their customers on a regular basis. real-time, create discount promotions and manage customers.

"This year, there are several plans that Kokikit wants to carry out, including expanding Kokikit's production capacity and needing partners who can support it financially. The goal is for Kokikit to expand its central kitchen, kitchen machines and commercial packaging, which costs quite a lot of money," Andry said.

Service growth meal kits

Delivery service meal kits has gained immense popularity in recent years, as it offers convenience and saves time when preparing food. Meal kits is a handy option containing easy-to-follow recipes, cooking tips, the right amount of ingredients needed to prepare meals.

Vendors also provide subscription options, consumers can get meal kits delivered without the need to place an order every day. The availability of such convenient options will drive the growth of the meal kit delivery service market going forward.

In Indonesia, food consumption Ready Meal still not popular, compared to other countries such as Singapore, Korea, Japan to the United Kingdom. According to reports from Technavio Research, shipping service market size meal kits has the potential to grow by $15,93 billion during 2020-2024, and the market's growth momentum will pick up at a CAGR of over 18%.

In Indonesia, other startups selling similar products are: Cooklab. Through the application, they sell ready-to-cook food packages, including ingredients according to the dose, menu cards, and also recipe videos. Previously the name BlackGarlic was familiar a few years ago among culinary lovers, but now the platform is no longer operating. BerryKitchen, which has also offered similar services and online catering since 2012, was acquired by Yummy Corp in 2019.