Black Garlic is a meal-kit delivery service. It sends pre-packaged groceries in a box. All ingredients are portioned and labeled, and there’s a step-by-step guide for each dish. The idea is to mix convenience with the joy of cooking.
The target audience for this’s product is arguably narrow. It’s a product for busy urban folks who don’t want to miss out on the experience of a healthy, home-cooked meal.
The box contains three meals for two and costs IDR 325,000 (US$24). That makes roughly US$4 per individual meal. Delivery is free. The price is comparable to what one would pay for one meal at a mid-range restaurant in Indonesia.
According to CEO Michael Saputra, urbanization and more demand for organically-grown food indicate the emergence of LOHAS in Indonesian cities.