Jakarta-based cloud kitchen startup Legit Group is letting Series A take over the rest of Indonesia


Legit Group, a cloud kitchen brand operator based in Jakarta, has set its eyes on the rest of Indonesia after raising a $13.7 million Series A. The round was led by MDI Ventures, the venture capital arm of PT Telcom Indonesia Tbk, the largest telecom conglomerate in Indonesia. It included participation from Sinar Mas Digital Ventures (SMDV), returning investor East Ventures and Winter Capital.

This funding follows a $3 million seed round raised by Legit Group from East Ventures and AC Ventures in 2021. Since then, Legit Group says sales have tripled.

Founded in 2021, Legit Group currently operates four of its own cloud brands: Pastaria, Sei’Tan, Sek Fan, and Ryujin. It covers 30 points in Jabodetabek, the greater metropolitan area of ​​Jakarta. The aim of the new funding is to expand into new areas with large delivery markets, as 80% of the outlets are currently located in Jakarta.

Legit Group's team from left to right: Monica Evanti Andriani, Felix-Nugroho, Cendyarani, Juliana-Thamrin, Bram-Hendranata

Legit Group’s team from left to right: Monica Evanti Andriani, Felix-Nugroho, Cendyarani, Juliana-Thamrin, Bram-Hendranata

Before Legit Group was founded, Chairman Bran Hendrata spent 15 years in the F&B industry. During that time he built the F&B company Ismaya Group into one of the largest in Indonesia. Hendrata told gotechbusiness.com that he became interested in cloud kitchens after witnessing the shift to online food delivery during the pandemic. He believed that the changes in habits would continue after the pandemic, as Indonesia’s growing middle class demanded conveniences such as having restaurant-quality food delivered to their homes.

Other cloud kitchen startups in Indonesia include Yummy and Hangry. Legit Group is currently working on an operating system that it says will give it an advantage over other cloud brand operators, but Hendrata said the company is not yet ready to comment on the technology as it is one of the largest projects it is working on. to work. with the new funding.

The startup plans to expand further in Jabodetabek and will also enter second-tier cities like Surabaya and Malang this year. It also plans to launch new brands that will have different peak hours than the existing ones in order to utilize its kitchens more efficiently.

In a statement on the investment, Donald Wihardja, CEO of MDI Ventures said: “The experience of Legit Group founder Bram, who has been successful and profitable in the F&B business for 15 years, as well as their ability to deliver innovative, effective product and develop marketing strategies. , MDI Ventures is increasingly confident that our support as a major investor will strengthen their position in the F&B industry and accelerate their business growth.