Indonesian hyperlocal online F&B startup UENA has announced raising an undisclosed amount in Seed funding led by East Ventures and backed by IDN Media and angel investors.
UENA, founded by Alvin Arief and Roy Yohanes, targets to continue the expansion in Jakarta to reach many more customers and serve their daily food necessity. The founders are seasoned F&B entrepreneurs with more than 10 years of experience.
The menu will keep expanding for all day offering, such as full meal, light meal, and drinks, depending on the behavior and needs of the area. It will also continue to develop and utilize technology to serve the customers, such as mobile app and cooking robotics.
The startup is a one-stop F&B solution for the Indonesian mass-market through online delivery. It consolidates the most favorite everyday menus in one place and sells affordably for daily food necessity.
UENA aims to redefine daily food, currently analogous with street-side vendors, into good quality food using quality ingredients, proper storage and equipment, and hygienic crew grooming.
It receives orders directly and processes themselves end-to-end including delivery, where each kitchen only covers a hyperlocal area to optimize delivery cost and delivery time.
“We are very grateful to have the investors’ conviction and support for our mission. We see the problem in Indonesia, where daily food is the largest segment but most underserved, with more than 98% of players are independent / Mom&Pop. This causes customer pain related to high fragmentation, especially in quality, reliability, and price. We believe UENA serves as the solution for the Indonesian mass-market daily food needs,” said Alvin Arief.
Commenting on the investment, East Ventures partner Melisa Irene said they see big potentials in F&B landscape in Indonesia with more than $90 billion market size.
“Compared to other SEA countries, Indonesian F&B is still in its infancy stage. Alvin and Roy have proven their execution in the industry, and we are so excited to welcome UENA to the East Ventures family,” Irene added.