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JustKitchen Gives Grab A Run For Its Money As ASEAN Cloud-Kitchen Race Heats Up

The main competitor of JustKitchen is the Nasdaq listed Grab, which also offers similar ghost and virtual kitchen services.

ASEAN Cloud-Kitchen Race: JustKitchen Gives Grab A Run For Its Money

ASEAN is witnessing a boom in Food delivery services amidst Covid-19, as fresh contenders are entering the industry due to digital penetration. JustKitchen, Taiwan based cloud-kitchen operator, is expanding its business to the Philippines, Malaysia, and Thailand, which comes after opening two facilities in Singapore.

Cloud kitchens’ business model is based on preparing food only for those who order online. 

Co-founder and owner of JustKitchen Jason Chen is planning to ride the digital boom to satisfy the hunger of 650 million people in ASEAN by offering a variety of services. 

Reports by Google revealed that the food delivery industry in ASEAN grew 33% compared to the previous year and had a market value of $12 billion. 

The main competitor of Chen’s company is the Nasdaq listed Grab, which also offers similar ghost and virtual kitchen services. However, Grab has a major headstart among other players, but Chen is optimistic and believes that competition in this space would not be a zero-sum game and considers competitors as partners and not rivals. 

Grab’s business model revolves around offering food and beverage outlets in their kitchens, while others manage the food production of brands that have rented their services. 

JustKitchen plans to stand out by introducing foreign flavors to its outlets. As a part of this plan, they’ve acquired Formosa Chang and hold rights to Mr. Beast Burgers.

Although it currently doesn’t have any mobile app or delivery agents, Chen said the company would introduce a new app and roll out a delivery fleet after setting up cloud kitchens in ASEAN. 

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