Tokyo-based recipe sharing service Cookpad has announced today the acquisition of 60 per cent stake in Indonesian recipe site DapurMasak for US$600,000. This is in addition to its investment in January for an undisclosed sum of money.
DapurMasak Founder Soeginato Widjaya had told e27 in a previous conversation that Cookpad was his inspiration for launching the Indonesian recipe sharing network. He had also received a crash course mentorship from Cookpad’s Founder Akimitsu Sano at the Boost Asia event in 2012.
Cookpad is Japan’s largest recipe portal, boasting of 20 million app downloads and 40 million active monthly users. DapurMasak is similar to Cookpad, except that its aim is to introduce the Indonesian culinary world to the world through the internet.
In Cookpad, registered users can upload recipes of their own, and other users can post reviews to those recipes. Users are free to browse most recipes, but to search for the most popular ones in a given category, they must pay a premium membership fee of about US$3.
According to The Bridge, Cookpad also acquired US-based Allthecooks back in December for US$10.7 million and Spain’s Mis Recetas for a price ranging from US$5 million to US$10 million.
In comparison, Dapur Masak is no doubt a smaller acquisition, but definitely a strategic move to expand user base while simultaneously gaining access to new markets. Also, the reason why Cookpad would make such an investment is simply because it’s more cost effective to do so, and hire the local team, instead of expanding to Indonesia.