Hometaste
Online home-cooked sharing platform for food lover.
| Date | Investors | Amount | Round |
|---|---|---|---|
| N/A | €0.0 | round | |
$576k | Seed | ||
| Total Funding | 000k | ||
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Hometaste operates as a food technology company and online delivery platform in Malaysia, specializing in home-cooked meals. Founded in 2017 by Aston Chua Yee Shen, Win Soh Tian Sheng, and Wee Xian An, the company was established with the goal of creating a platform for home chefs to share their recipes with a wider audience. Win Soh's personal connection to the business stems from his mother, a home chef herself, who began selling her dishes with Hometaste's support.
The company's business model has evolved from a simple marketplace to a more integrated system that incubates 'homepreneurs' and transforms their recipes into scalable online brands. Hometaste provides a suite of support services, including marketing, quality control, packaging management, and a proprietary ordering system, allowing chefs to focus solely on food preparation. This is part of a larger strategy to build a network of data-driven, multi-brand cloud kitchens. Revenue is generated through the sale of these meals via its online platform, which serves customers throughout the Klang Valley.
Initially functioning as a platform connecting customers with neighborhood home chefs for pre-ordered meals, Hometaste has shifted its strategy to acquiring and standardizing promising recipes. This allows the company to create new, scalable food brands operated from its own cloud kitchens, ensuring consistent quality and broader market appeal. By 2021, the firm had successfully raised approximately US$576,000 (RM2.4 million) through an equity crowdfunding campaign on the pitchIN platform to fuel this expansion. The capital was earmarked for opening 70 cloud kitchens by 2023 and expanding into the wider Southeast Asian market. The company also utilizes data analytics and AI to optimize menus, manage inventory to reduce waste, and enhance the overall customer experience.
Keywords: Hometaste, food delivery, cloud kitchen, home-cooked meals, food technology, online food platform, Malaysian startup, Aston Chua Yee Shen, Win Soh Tian Sheng, recipe incubation, virtual kitchen, foodpreneur, F&B technology, online ordering, meal delivery service, Klang Valley food, pitchIN, multi-brand kitchen, food e-commerce, recipe standardization