Indonesia's Hangry cooks up US$10.5m to scale its multi-brand kitchen model

Hangry, Indonesia-based multi-brand virtual restaurant, has raised US$10.5 million in a series A5 funding round led by long-time backer Alpha JWC Ventures, strengthening its operational muscle and production efficiency as it eyes continued domestic expansion and a move into Malaysia.

Founded in late 2019, Hangry has grown rapidly from a single outlet into a culinary network of 18 brands and 117 outlets nationwide. Its hybrid model - housing multiple food brands under one operational system - has turned the company into a key player across GrabFood, GoFood, and ShopeeFood, ranking among the top 10 food operators on all major platforms.

Hangry’s expansion comes amid shifting consumer behaviour in Indonesia, where Millennials and Gen Z are increasingly favouring local F&B brands that rival global chains in quality but remain wallet-friendly. Within this context, chicken has emerged as the country’s most popular and competitive category, accounting for over 20% of online F&B brands.

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Seventeen of Hangry’s 18 brands fall under this segment, with its flagship concepts - Moon Chicken, Ayam Mak Dura, and Ayam Koplo - leading the charge through a mix of local flavour, affordability, and consistency. Its only non-chicken brand, Dari Pada, focuses on coffee and beverages.

“Indonesian consumers today expect both quality and affordability, and that’s exactly the gap Hangry fills,” said Abraham Viktor, founder and CEO of Hangry. “Our multi-brand kitchens allow us to serve every order efficiently while keeping prices accessible.”

Amid tightening household budgets and a shrinking middle class, Hangry’s accessible offerings - priced from around US$1 - have become daily staples and small moments of comfort for consumers seeking both value and familiarity.

Behind Hangry’s consumer-facing success is a tightly run operational backbone. Each outlet operates as a multi-brand production line, capable of delivering over 1,000 portions per day while maintaining consistent quality and low costs. This efficiency has allowed the company to scale without diluting flavour or service speed.

Beyond volume, Hangry continues to refine its recipes and kitchen processes to strengthen taste, texture, and reliability - essential traits in Indonesia’s crowded food delivery landscape. The newly raised funds will go toward expanding operational capacity, upgrading kitchen infrastructure, and enhancing production technology to enable higher output across existing locations.

“Hangry has demonstrated great execution in building a scalable, operations-driven F&B platform,” said Chandra Tjan, co-founder and general partner at Alpha JWC Ventures. “Their deep understanding of Indonesian consumers positions them strongly to become a leader in the next growth phase in the region.”

While solidifying its domestic base, Hangry is also preparing for its first overseas expansion into Malaysia, marking its evolution from a local success story into a regional contender. The company’s scalable model - combining data-driven innovation, standardised kitchen operations, and adaptable local branding - positions it well for replication across Southeast Asia.

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