Text | Zhou Xinyu
Editor | Su Jianxun
36 Krypton learned that the ghost kitchen platform “Hisen Carrot” founded by the Chinese has recently received tens of millions of angel round financing, led by Qidian Venture Capital, followed by institutions such as Planet Angel.
Against the backdrop of the COVID-19 pandemic, unmanned and intelligent businesses have ushered in a second growth curve. Under the circumstances of physical catering encountering a cold winter, the ghost kitchen model that is light on operations and relies on platform traffic is more favored by capital and consumers.
According to a survey by Allied Market Research in the United States, the global ghost kitchen market size was US$43.1 billion in 2019, and is expected to reach US$71.4 billion by 2027, with a compound annual growth rate of about 12% from 2021 to 2027.
As a “Wework” in the catering industry, Ghost Kitchen concentrates the catering system in the kitchen space, does not provide additional dine-in space, and completes the service through the seamless connection with the take-out system. This model also reduces the high initial investment, rental costs and operating expenses required by the traditional catering industry to an extremely low level.
Established in June 2022, “Hey Sen Carrot” positions itself as a food technology innovation and overseas platform, providing end-to-end services such as cloud kitchen, supply chain, market analysis and IP overseas for Chinese food brands.
Founder and CEO Yang Peirong believes that “Non-Restaurant Dining” (Non-Restaurant Dinning) is a business that has become popular globally during the Covid-19 period. Judging from the trend of the past two years, the NRD industry will continue to develop after the epidemic is over , has become our new normal way of life.
At present, the global market potential of Chinese food is huge, but the global brand power is relatively weak. In order to solve the pain points of Chinese food going overseas, “Hi Sen Radish” takes “green, natural, and delicious” as its main selling point to create a new Chinese food brand that is beneficial to the body and mind and the earth’s environment and fits local tastes.
Yang Peirong believes that the “supplier-cook-labor” model adopted by overseas traditional Chinese restaurants is relatively heavy. To operate a Chinese restaurant is essentially to establish a community food enterprise system covering the entire region, and it is impossible to establish a standardized catering system.
The ghost kitchen created by “Hi Sen Carrot” adopts the “cloud kitchen-technology-supply chain” model, which lightens the food enterprise system into a food sales point, reduces labor costs by combining artificial intelligence and a dynamic supply chain, and establishes Standardized and high-quality brand system.
At the same time, intelligent brand operation and enhanced brand cohesion are the requirements for the ghost kitchen platform. In order to enhance its own brand cohesion, “Hysen Carrot” launched the “Manhattan Project” for the new crown era, with the goal of “One City, One Kitchen, One Restaurant (One City, One Kitchen, One Restaurant)”.
The project plans to provide a full range of smart ghost catering services in Manhattan within 12 months, maximize operating profits while reducing 2/3 manual labor, and launch smart menus to meet changing and diverse needs. In terms of community operations, “Hysen Carrot” is exploring the DAO (Decentralized Autonomous Organization) model to improve the community governance model.
Yang Peirong, the founder of “Hi Sen Carrot”, is a Swiss Chinese with many years of overseas living experience. She graduated from Shanghai Fudan University School of Medicine and received a doctorate from the University of Virginia in the United States. He is currently the secretary-general of Rare Diseases International, and has served as a product strategy executive in Fortune 500 companies such as “Oracle” and “Silbert”.
Comments from the partners of Qidian Venture Capital Fund:
This team is doing a very challenging thing – the internationalization of Chinese food. But this does not mean that the ready-made Chinese restaurant chain operation goes overseas. From a more acute point of view, overseas Chinese restaurants, including Chinese food companies that have gone overseas in recent years, basically serve overseas Chinese. What kind of Chinese cuisine can really enter the mainstream of Western dining? What kind of Chinese food service experience can impress overseas mainstream people? How to make a brand that is well-known and loved by everyone in the world’s catering industry? To sum up, it is to create a “new Chinese food” brand in the overseas market that conforms to the trend of the West, conforms to the consumption concept of Westerners, embodies the essence of Chinese culture and is supported by the latest nutrition theory. If such a Chinese food brand can succeed overseas and then return to China, it will bring a strong wind to the extremely introverted domestic catering industry.
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