Uena
Uena (UENAFOOD) is a Jakarta-based cloud kitchen startup that prepares and delivers budget-priced Indonesian meals (Rp 16,500-20,900) within a hyperlocal radius, targeting price-sensitive urban consumers via seven kitchens, a proprietary app, WhatsApp, and GoFood, GrabFood, and ShopeeFood.
- Company typePrivate
- Founded2022
- HeadquartersJakarta, Indonesia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Uena does
Uena (operating as UENAFOOD) is a Jakarta-based private cloud kitchen startup that prepares and delivers budget-priced Indonesian meals within a hyperlocal radius, targeting urban, price-sensitive consumers seeking affordable daily meal options. Founded in August 2022, the company operates seven cloud kitchens across Jakarta and has served more than 300,000 portions since launch, with menu items priced between Rp 16,500 and Rp 20,900 (roughly $1.00-$1.35 USD).
The core technology is a hyperlocal cloud kitchen architecture — multiple small-format production sites positioned close to demand clusters to enable rapid delivery and reduce real estate costs — supplemented by direct ordering through WhatsApp and a proprietary iOS/Android mobile app, plus listings on the GoFood, GrabFood, and ShopeeFood aggregators. Cost discipline is built into the operating model through bulk purchasing from first-hand suppliers, a delivery/pickup-only footprint that minimizes rent, and stated use of technology and automation to lift kitchen productivity.
Uena generates revenue on a transaction basis per order placed via its own channels or third-party aggregators. Customer acquisition runs through organic social (Instagram, Facebook, TikTok), app store listings, and WhatsApp messaging. The company is venture-backed, having raised undisclosed rounds from East Ventures and IDN Media (September 2022), East Ventures and Trihill Capital (May 2023), and Endeavor Indonesia (July 2023), with stated use of proceeds to expand kitchen count and broaden the menu within Jakarta.
Uena firmographics
Firmographics- Name
- Uena
- Legal name
- UENAFOOD
- Website
- https://uenafood.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Uena (UENAFOOD) is a Jakarta-based cloud kitchen startup that prepares and delivers budget-priced Indonesian meals (Rp 16,500-20,900) within a hyperlocal radius, targeting price-sensitive urban consumers via seven kitchens, a proprietary app, WhatsApp, and GoFood, GrabFood, and ShopeeFood.
- Ownership category
- akta.pro rank
Uena industry classification
Industry- Product category
- Cloud Kitchen / Online Food Delivery
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)
- akta.pro secondary industry
- Restaurant Meal & Prepared Food Delivery (CRAFAFAB)
Keywords
Where Uena is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Uena business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Food Delivery - Direct Orders: Revenue generated from direct customer orders placed via WhatsApp ordering system and proprietary mobile app (iOS and Android)
- Third-party Delivery Platform Orders: Revenue from orders placed through GoFood, GrabFood, and ShopeeFood aggregators
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly daily menu items priced at Rp 16,500-20,900 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Uena product offering
Product offeringCore offering
Uena prepares and delivers budget-friendly Indonesian daily meals from seven cloud kitchens across Jakarta, with menu items priced between Rp 16,500 and Rp 20,900, including dishes such as Ayam Goreng Kremes, Soto Lamongan, Soto Betawi, Mie Ayam, Bistik Ayam Geprek Sambal Arang, Ayam Geprek variants, and Nasi Goreng. Customers order through the proprietary UENA mobile app, WhatsApp, or third-party aggregators GoFood, GrabFood, and ShopeeFood, with hyperlocal delivery within a localized radius in Jakarta.
Product overview
UENA is an Indonesian cloud kitchen (online kitchen) startup operating as a virtual restaurant brand. The company operates its own kitchen facilities in Jakarta and distributes food through multiple channels: a proprietary mobile app (UENA App), WhatsApp ordering, and third-party aggregators (GoFood, GrabFood, ShopeeFood). The core product is the UENAFOOD brand offering budget-friendly Indonesian daily menu items prepared in their hyperlocal kitchen model. By August 2022 launch, the company had opened seven kitchens and served over 300,000 portions, focusing on rapid delivery within localized neighborhoods to reduce costs and maintain quality.
Differentiator
Problem solved
Functional benefit
Products and services
- UENAFOOD Cloud Kitchen Service A virtual restaurant brand operated from seven cloud kitchens across Jakarta, preparing and delivering budget-friendly Indonesian daily meals such as Ayam Goreng Kremes, Soto Lamongan, Soto Betawi, Mie Ayam, Bistik Ayam Geprek Sambal Arang, Ayam Geprek variants, and Nasi Goreng (Rp 16,500-Rp 20,900 per item). Targeted at budget-conscious urban consumers in Jakarta who want affordable, consistent-quality meals delivered quickly via the UENA app, WhatsApp, GoFood, GrabFood, or ShopeeFood.
- UENA Mobile App Proprietary iOS and Android application that allows customers to browse the UENA menu, place orders, and manage food deliveries directly with Uena, bypassing third-party aggregators.
Quantifiable outcome
- Served over 300,000 portions since August 2022
Companies that use Uena
Customer profileSegments1 record
Ideal customer profiles1 record
Uena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
Uena partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- GoFoodcoreThird-party food delivery aggregator partner where Uena lists its menu for customer ordering and delivery.
- GrabFoodcoreThird-party food delivery aggregator partner where Uena lists its menu for customer ordering and delivery.
- ShopeeFoodcoreThird-party food delivery aggregator partner where Uena lists its menu for customer ordering and delivery.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Uena competitors and assessment
Company assessmentEmerging players
- TiffinLabs: Singapore-based cloud kitchen platform operating multi-brand virtual restaurants across Southeast Asia. Emerging peer in the regional cloud kitchen space with comparable asset-light model.
- Kulina: Indonesian B2B catering and cloud kitchen startup connecting home chefs and small kitchens with corporate customers. Adjacent emerging player in Indonesian food tech with cloud kitchen elements.
Direct peers
- CloudEats: Philippines-based cloud kitchen operator offering multi-brand virtual restaurants with delivery through aggregators. Comparable hyperlocal cloud kitchen model in Southeast Asia.
- Rebel Foods: India-based pioneer of the cloud kitchen model, operating multiple virtual brands across South/Southeast Asia. Most established regional peer using the same asset-light delivery-only kitchen approach.
- Dahmakan: Malaysia-based cloud kitchen startup operating its own delivery logistics and central kitchen model for daily meals. Similar budget daily meal positioning in Southeast Asian urban market.
- Hangry: Indonesian multi-brand cloud kitchen operator founded in 2019, similar hyperlocal delivery model serving budget-conscious urban consumers in Jakarta and other cities. Most directly comparable peer in the same market.
- Yummy Corp: Indonesian F&B tech company operating cloud kitchens and food delivery concepts including Yummy Kitchen. Directly comparable as a Jakarta-based cloud kitchen competitor with similar budget urban positioning.
Broad incumbents
- Kopi Kenangan: Indonesian F&B unicorn operating budget-friendly coffee and food through owned outlets. Comparable as an Indonesian F&B success story with mass-market pricing, though operates physical outlets rather than cloud kitchens.
- GrabFood (Grab): Major Southeast Asian food delivery aggregator and Uena channel partner. Dominant regional player whose own-brand kitchen initiatives could compete with cloud kitchen operators.
- GoFood (Gojek): Indonesia's largest food delivery aggregator and channel partner for Uena. While not a direct competitor, GoFood's broader ecosystem and potential own-brand ambitions represent both opportunity and threat for Uena.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Uena social profiles
Digital presenceUena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uena leadership team
Management profileNumber of profiles
Uena funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Uena
What does Uena do?
Uena prepares and delivers budget-friendly Indonesian daily meals from seven cloud kitchens across Jakarta, with menu items priced between Rp 16,500 and Rp 20,900, including dishes such as Ayam Goreng Kremes, Soto Lamongan, Soto Betawi, Mie Ayam, Bistik Ayam Geprek Sambal Arang, Ayam Geprek variants, and Nasi Goreng. Customers order through the proprietary UENA mobile app, WhatsApp, or third-party aggregators GoFood, GrabFood, and ShopeeFood, with hyperlocal delivery within a localized radius in Jakarta.
Is Uena a public or private company?
Uena is a private company. It is classified as venture growth investor backed and is currently operating.
When was Uena founded?
Uena was founded in 2022. It employs 11 to 50 people.
Where is Uena based?
Uena is headquartered in Jakarta, Indonesia, in the Asia region.
How does Uena make money?
Two revenue lines are on record. Food Delivery - Direct Orders are the primary driver. The others are third-party Delivery Platform Orders.
Who are Uena's main competitors?
Emerging players on record are TiffinLabs and Kulina. Direct peers are CloudEats, Rebel Foods, Dahmakan, Hangry and Yummy Corp. Broad incumbents are Kopi Kenangan, GrabFood (Grab) and GoFood (Gojek).
Does Uena have an API?
No public API is recorded for Uena.
What industry is Uena in?
Uena's product category is Cloud Kitchen / Online Food Delivery. Its primary akta.pro industry code is THAFABAE, Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean), with a secondary code of CRAFAFAB, Restaurant Meal & Prepared Food Delivery. Its NAICS code is 722513 and its SIC code is 5810.