Burgreens
Burgreens (PT Hijau Adil Bahagia) is an Indonesian plant-based restaurant chain and meal-services operator founded in 2013, serving health-conscious urban consumers in Jakarta and Tangerang across seven retail locations, subscription Meal Plans, event catering, and a Greenkind packaged-goods marketplace brand.
- Company typePrivate
- Founded2013
- HeadquartersBanten, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Burgreens does
Burgreens (legally PT Hijau Adil Bahagia) operates a plant-based restaurant and meal-services business in Indonesia, founded in November 2013 by Max and Helga. Its core offering is an à la carte menu of plant-based Asian and Western dishes (signature bowls, vegan rendang, vegan bakso, vegan boba, gluten-free mushroom burgers, dairy-free cheesecakes) sold through dine-in and takeaway at seven owned locations across Jakarta (Dharmawangsa, Menteng, Pacific Place, Oakwood, Mall Of Indonesia) and Tangerang (The Breeze, Bintaro). The menu is designed by plant-based certified chef Max Mandias, with stated emphasis on nutritionally balanced macros (plant protein, complex carbs, fiber, good fats) and clean ingredients (no MSG, preservatives, or chemical additives).
Beyond restaurant sales, Burgreens runs a subscription Meal Plan product (5-day and 30-day packages across Just Clean Eating, Weight Loss, Active Weight Loss, and Healing tiers) ordered via WhatsApp, plus a customer loyalty program (loyalty.burgreens.com). Adjacent revenue streams include event catering (from IDR 85,000 per person), healthy eating talks and cooking demonstrations by Chef Max (IDR 10-20 million per session), and one-on-one nutritional coaching (IDR 750,000 per hour). Distribution spans owned retail, an iSeller-powered e-commerce site, third-party delivery (GoFood, GrabFood), and packaged goods under the Greenkind sub-brand on Tokopedia and Shopee.
The company employs 51-100 staff, has raised three disclosed angel rounds (2016, 2017, and 2020 with ANGIN and Teja Ventures) with amounts undisclosed, and operates as a social-enterprise hybrid sourcing from smallholder farmers with a stated 50-50 gender balance policy. Underlying technology is conventional: iSeller e-commerce platform with SSL and AES-256 encryption and PCI-DSS-aligned payment processing. No AI/ML capabilities, patents, certifications, or institutional funding rounds are disclosed in the available data.
Burgreens firmographics
Firmographics- Name
- Burgreens
- Legal name
- PT Hijau Adil Bahagia
- Website
- https://burgreens.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Burgreens (PT Hijau Adil Bahagia) is an Indonesian plant-based restaurant chain and meal-services operator founded in 2013, serving health-conscious urban consumers in Jakarta and Tangerang across seven retail locations, subscription Meal Plans, event catering, and a Greenkind packaged-goods marketplace brand.
- Ownership category
- akta.pro rank
Burgreens industry classification
Industry- Product category
- Plant-based Food Service
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Plant-Based & Vegan Fast Casual (THAFABAK)
- akta.pro secondary industry
- Health-Focused Cafes (Organic/Vegan/Wellness) (THAFADAL)
Keywords
Where Burgreens is headquartered
LocationHeadquarters
- HQ city
- Banten
- HQ country
- Indonesia
- HQ region
- Asia
Offices3 records
Markets served
Burgreens business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Restaurant Dine-in and Takeaway: Physical restaurant locations across Jakarta and Tangerang offering plant-based Asian and Western cuisine for dine-in and takeaway orders.
- Meal Plan Subscriptions: Subscription-based meal plans including 5-day and 30-day packages for daily healthy meal delivery or pickup. Plans include Just Clean Eating, Weight Loss, Active Weight Loss, and Healing Meal Plan options.
- Food Delivery: Orders placed through third-party delivery platforms GoFood and GrabFood, as well as direct WhatsApp ordering.
- Event Catering: Corporate events, birthdays, bridal showers, reunions with customizable food and venue packages starting from IDR 85,000 per person with minimum purchase requirements.
- Healthy Eating Talks and Workshops: Interactive presentations and cooking demonstrations by Chef Max, including nutritional coaching sessions. Pricing ranges from IDR 10,000,000 to IDR 20,000,000 depending on service type and location.
- Online Marketplace Sales: Products sold through Tokopedia and Shopee marketplaces under the Greenkind brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Just Clean Eating 5 Days Package |
| Subscription | Monthly | Healing Meal Plan 30 Days Package |
| Unit Pricing | Pay-as-you-go | Event Catering Packages |
| Other | Pay-as-you-go | Healthy Eating Talks |
| Other | Pay-as-you-go | Healthy Eating Talks + Cooking Demo |
| Other | Pay-as-you-go | Nutritional Coaching with Chef Max |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
Burgreens product offering
Product offeringCore offering
Burgreens operates a plant-based restaurant and meal plan business in Indonesia, selling 100% plant-based Asian and Western cuisine across seven dine-in locations in Jakarta and Tangerang, plus subscription meal plans (5-day and 30-day packages for weight loss, clean eating, and healing). It supplements dine-in and takeaway with event catering, healthy eating workshops, and packaged product sales through Tokopedia and Shopee under the GreenKind brand.
Product overview
Burgreens operates as a plant-based food chain in Indonesia offering a multi-channel product portfolio centered on healthy, plant-based cuisine. The core offering consists of Restaurant Menu (à la carte plant-based Asian and Western dishes) and Meal Plans (subscription-based meal delivery programs in 5-day and 30-day packages). Supporting services include Event Catering, Healthy Eating Talks (educational sessions with Chef Max), Event Space rental, and a Rewards Loyalty Program. Products are also distributed through third-party marketplaces (Tokopedia, Shopee) and food delivery platforms (GoFood, GrabFood). The company was founded in November 2013 by Max & Helga and positions itself around nutrition, local empowerment, and environmental sustainability.
Differentiator
Problem solved
Functional benefit
Products and services
- Restaurant Menu (Dine-in and Takeaway) Plant-based Asian and Western cuisine served at Burgreens' seven restaurant locations across Jakarta and Tangerang for dine-in and takeaway, including signature items such as Burgreens Signature Bowl, Vegan Gyoza, Vegan Bakso, Gluten-Free Mighty Mushroom Burger, and Es Kopi Susu Abang Max Boba.
- Meal Plan Subscriptions Subscription meal plan service offering nutritionally balanced plant-based meals delivered or picked up daily, with 5-day packages (Just Clean Eating, Weight Loss, Active Weight Loss, Healing Meal Plan) and 30-day packages (Weight Loss, Active Weight Loss), cancellable anytime with monthly billing.
- Event Catering Catering service for birthdays, bridal showers, reunions, and corporate events with customizable food and beverage packages starting from IDR 85,000 per person, subject to minimum purchase requirements.
- Healthy Eating Talks and Cooking Demonstrations Interactive presentations and cooking demonstrations led by Plant-based Certified Chef Max Mandias featuring dairy-free, gluten-free, and refined sugar-free recipes, plus one-on-one nutritional coaching at IDR 750,000 per hour. Pricing for talks ranges from IDR 10,000,000 to IDR 20,000,000 depending on session type and location, with additional fees for events over 50 participants.
- Event Space Rental Venue rental service at Burgreens locations featuring green ambiance, good vibe, and chill playlist for private events, bundled with catering offerings.
Companies that use Burgreens
Customer profileSegments3 records
Ideal customer profiles3 records
Burgreens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
Burgreens partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- GoFoodminorThird-party food delivery partnership through Gojek's GoFood platform. Orders placed via gofood.link/a/xzFuJCY for delivery to customers.
- GrabFoodminorThird-party food delivery partnership through Grab's GrabFood platform. Orders placed via bit.ly/3rMGOt2 for delivery to customers.
- TokopediaminorOnline marketplace presence for packaged products under Greenkind brand (tokopedia.com/greenkind).
- ShopeeminorOnline marketplace presence for packaged products under Greenkind ID brand (shopee.co.id/greenkind_id).
- iSellercoreE-commerce platform powering Burgreens' online store. The iSeller platform handles the online shopping functionality including cart storage and session management via cookies.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Burgreens competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Burgreens social profiles
Digital presenceBurgreens financial estimates
Financial estimateRevenue estimate
Valuation estimate
Burgreens leadership team
Management profileNumber of profiles
Profiles2 records
Burgreens funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Burgreens 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 Burgreens
What does Burgreens do?
Burgreens operates a plant-based restaurant and meal plan business in Indonesia, selling 100% plant-based Asian and Western cuisine across seven dine-in locations in Jakarta and Tangerang, plus subscription meal plans (5-day and 30-day packages for weight loss, clean eating, and healing). It supplements dine-in and takeaway with event catering, healthy eating workshops, and packaged product sales through Tokopedia and Shopee under the GreenKind brand.
Is Burgreens a public or private company?
Burgreens is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Burgreens founded?
Burgreens was founded in 2013. It employs 51 to 100 people.
Where is Burgreens based?
Burgreens is headquartered in Banten, Indonesia, in the Asia region.
How does Burgreens make money?
Six revenue lines are on record. Restaurant Dine-in and Takeaway is the primary driver. The others are meal Plan Subscriptions, food Delivery, event Catering, healthy Eating Talks and Workshops and online Marketplace Sales.
Does Burgreens have an API?
No public API is recorded for Burgreens.
What industry is Burgreens in?
Burgreens's product category is Plant-based Food Service. Its primary akta.pro industry code is THAFABAK, Plant-Based & Vegan Fast Casual, with a secondary code of THAFADAL, Health-Focused Cafes (Organic/Vegan/Wellness). Its NAICS code is 722513 and its SIC code is 5812.