UENA, a hyperlocal online F&B startup based in Indonesia, has raised an undisclosed seed funding round led by East Ventures, with a strong participation from IDN Media and several angel investors. UENA was founded by Alvin Arief (Co-Founder and Chief Executive Officer) and Roy Yohanes (Co-Founder and Chief Operating Officer), who are seasoned F&B entrepreneurs with more than 10 years of experience.
“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 being 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.
UENA 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 necessities. It aims to redefine daily food, currently analogous to street-side vendors, into good quality food using quality ingredients, proper storage and equipment, and hygienic crew grooming. UENA 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.
Several food selections provided by UENA
“Online food delivery has become the highest adoption of any digital product in Indonesia with 71% of penetration rate and still growing fast. We believe we are at the tipping point with many exciting opportunities ahead,” added Roy.
UENA targets to continue the expansion in Jakarta to reach many more customers and serve their daily food necessities. The menu will keep expanding to all-day offerings, such as full meals, light meals, 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 apps and cooking robotics.
“We see big potentials in F&B landscape in Indonesia with more than US$ 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,” said Melisa Irene, Partner at East Ventures.