BerryKitchen, an online culinary and catering startup, has raised $1.25 million in Series A funding round led by Sovereign’s Capital, a US-based venture capital firm along with the existing investor East Ventures.
Founded in 2012 by Cynthia Tenggara and Ivan De Putra, BerryKitchen is a startup that allows its users to order variety of lunch boxes online. Payments for the food is based on the credit system where the users create an account and buy some credit points that is then used to buy food. The credits bought can be use to select a meal combo on everyday basis. For instance. IDR 260,000 will make 50 credits which around 12 box meals could be bought. The credits can be topped up as they are being used. Till date, the company has served 245,000 lunch boxes to more than 7000 customers, successfully.
The Indonesian-startup had bootstrapped its operations for the initial years before securing angel investment from GEPI ANGIN in 2014 and had another round of funding in the same year by East Ventures who also took part in the current round. With the new cash flow, the startup plans to boost the count of food packages delivered everyday by five-fold within a year and also plans to expand its operations to other places. It is also working to complete the certification process like that of halal certification with which it can target on more customers.
Luke Roush, co-founder and managing principle of Sovereign’s Capital said, “We are thrilled to be partnering with BerryKitchen. Our fund seeks to invest in great teams that are tackling big, growing markets. BerryKitchen is a new and fresh concept and their technology platform for scaling alongside a lean approach to ‘full-stack’ integration is compelling. We believe that this concept is something that a lot of Jakartans are looking for – high-quality food, at a reasonable price, delivered right to your doorstep.”
BerryKitchen has become a big hit among the young professionals in Jakarta with its ‘credit system’ and the delivering of hygienic and healthy home-cooked food. CEO of the startup Tenggara said, “We started off by catering to young executives in Jakarta, because we realize that eating out for lunch could be costly, but not everyone has the privilege to bring their own home-cooked meals. So we decided to help solve that problem for them – by providing tasty, healthy food with affordable price.”
Apart from delivering cooked food, BerryKitchen has recently launched READY-TO-COOK menu. This feature sends fresh ingredients in the needed quantity along with a recipe to those who enjoy cooking at home for those who feel it is a hassle to buy groceries and wouldn’t want the excess to remain unused. The startup’s staff would shop for the ingredients needed and make sure the ingredients are measured for the recipe. This concept is quite similar to the BlueApron concept in the USA. The company is checking the concept’s feasibility in the country.