What Yummy does

Yummy is an Indonesia-based digital recipe platform and mobile application (yummy.co.id) that aggregates, curates, and serves home-cooking recipes to Indonesian consumers, with primary targeting of millennials and Gen Z. Founded in 2016 and headquartered in Jakarta, the company operates a freemium model: the core Yummy App is free to download on Google Play and the Apple App Store, and users can browse, save, recook, and rate recipes without paying. The platform's technology stack centers on a mobile recipe application with community features, including ingredient-based recipe search, nutritional information with kilojoule counts, and a "Resep Teruji" (Tested Recipes) curation layer. The platform hosts 14,774+ recipe pages spanning Indonesian home cooking categories — including 3,316+ pages in the Telur (Egg) category alone — with the Yummy Official account alone publishing 3,324 recipes.

Yummy monetizes primarily through an affiliate integration with Blibli, an Indonesian e-commerce marketplace, embedded directly inside recipe pages via "Cek Harga" (Check Price) buttons on each ingredient that link to Blibli product pages; commissions flow back to Yummy on resulting purchases. Secondary monetization includes branded cooking competitions and events (e.g., the "Duel Masak Aldi Taher vs Chef Hideki" promotion). Content channels extend the platform beyond core recipes: cooking tips ("Tips"), culinary news ("Kuliner"), nutrition articles ("Nutrisi"), local food entrepreneur features ("Lokal Berdaya"), and event/promotion coverage. Recipe example pricing signals — Rp 75,000 for Mie Aceh ingredients, Rp 60,000 for Buncis Cah Daging — represent estimated ingredient basket costs, not subscription pricing.

The business has one disclosed institutional funding round (an undisclosed round from GDP Venture in January 2018) and remains a private, independently operating company with no public ownership, parent entity, or M&A activity in the input data. Customer segments are roughly split between Indonesian home cooks (primary) seeking tested and reliable recipes, and recipe content creators (secondary) building an audience on the platform. No leadership, regulatory, certification, or patent information is disclosed in the available sources.

Name

Yummy

Legal name

Yummy

Website

https://yummy.co.id

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Yummy is an Indonesia-based freemium recipe and cooking app (yummy.co.id), serving Indonesian millennial and Gen Z home cooks with a community-driven platform of 14,774+ Indonesian recipes, recook social features, and Blibli affiliate ingredient purchasing integration.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Affiliate/Sponsored Ingredient Links: Recipe pages feature 'Cek Harga' (Check Price) buttons linking to Blibli for ingredient purchases, generating affiliate commissions

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Yummy operates a mobile and web recipe-sharing platform for Indonesian home cooks, providing access to thousands of tested recipes organized by category, ingredient, and dietary need. The platform features community-driven content including user-submitted recipes, a 'Resep Teruji' (Tested Recipes) collection with nutritional information, a recook social feature for sharing cooking results, ingredient-based search, and integrated affiliate links to Blibli for purchasing ingredients. The free app is available on Google Play and the App Store.

Product overview

Yummy is a recipe-sharing platform and mobile application offering the most comprehensive collection of Indonesian home cooking recipes. The core product is the Yummy App available on Google Play and App Store, which provides users with access to thousands of recipes organized by category, ingredient, and dietary needs. The platform features recipe collections such as 'Resep Teruji' (tested recipes with verified outcomes), community-contributed recipes, and themed recipe collections. Users can search recipes by available ingredients, watch cooking videos, track their recook attempts, and engage with a community of home cooks. The platform also publishes culinary articles covering cooking tips, nutrition information, and local food stories through the 'Lokal Berdaya' section. The ecosystem includes an official account (@yummy) sharing curated recipes, community chef accounts, and an event promotion feature for cooking-related events and brand partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Yummy App Mobile and web recipe application providing access to thousands of Indonesian home cooking recipes with step-by-step instructions, cooking videos, nutritional information, ingredient-based search, recook tracking, and community features. Available free on Google Play and App Store.

Quantifiable outcome

• 14,774+ recipe pages and 3,316+ pages in egg category alone
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BliblicoreGTM or Marketing PartnerBlibli is integrated into recipe pages as an affiliate partner. Each ingredient in recipes includes 'Cek Harga' (Check Price) buttons that link directly to Blibli's product pages. When users purchase ingredients through these links, Yummy earns affiliate commissions.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cookpad: Japan-founded global recipe-sharing community with localized apps in multiple countries including Indonesia. Direct competitor on community-driven recipe sharing and user-generated cooking content, with a similar freemium + ads model.
• Yummly: US-based mobile recipe platform offering personalized recipes, ingredient-based search, and grocery integration. Closest global analogue to Yummy on product, audience, and affiliate-driven business model, though Yummy is hyper-localized for Indonesian cuisine.
• SideChef: Recipe and meal-planning app with integrated grocery ordering and step-by-step cooking guidance. Comparable to Yummy on mobile-first recipe experience plus commerce integration, with a more developed grocery-delivery partnership layer.
• Samsung Food (formerly Whisk): AI-powered recipe and meal-planning platform owned by Samsung, with grocery integration and affiliate partnerships. Direct competitor on recipe intelligence, ingredient-to-cart conversion, and freemium monetization.

Others

• Blibli: Major Indonesian e-commerce marketplace and Yummy's core affiliate partner for ingredient purchasing. Adjacent ecosystem participant that enables Yummy's primary revenue stream; comparable only via the commerce-integration relationship.
• Tokopedia: Leading Indonesian e-commerce marketplace (GoTo subsidiary) selling groceries and household goods. Adjacent to Yummy as an alternative commerce partner and competitive affiliate destination for Indonesian online grocery spend.

Emerging players

• RecipeTin Eats: Australia-based high-engagement recipe creator brand with tested recipes, monetizing through ads and affiliate links. Comparable on tested-recipe curation and affiliate ingredient monetization, though content-led rather than app-led.
• Mealime: Meal-planning app with personalized recipes and grocery delivery integration. Overlaps on recipe discovery and grocery affiliate economics, narrower scope than Yummy but more developed grocery delivery layer.

Broad incumbents

• Allrecipes: Established US recipe platform with a long-running user-submitted recipe community and grocery integration. Comparable on community recipe crowdsourcing and ingredient-to-cart commerce, but Western cuisine focus and different market.
• Tasty (BuzzFeed): Large-scale media-driven recipe and cooking-video platform with massive reach and video-first content. Competes for recipe discovery and food content attention globally, though primarily through video and editorial rather than community UGC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yummy