As the pioneer of on-demand food delivery apps in Indonesia, GoFood is leading the industry with its reliability and myriads of options for food and beverages.
GoFood, the online food delivery service of homegrown app Gojek, remains the largest food delivery app in the Indonesian market. In short, GoFood has won more loyal customers who are willing to spend to get their food delivered via the app.
“This achievement is a real proof that demonstrates the trust and loyalty of our customers in response to our innovative technology and new initiatives in the past four years,” says Catherine Hindra Sutjahyo, Chief Food Officer of Gojek Group.
“GoFood keeps leading the food delivery industry with a 75 percent market share in Indonesia,” Catherine says, adding that the company determines its market share based on several independent polls.
Aiming to make life easier, GoFood gives its customers thousands of options for food and beverages at their fingertips. Customers thereby save the time they would use to visit the restaurant and wait in line.
Most Indonesians state that GoFood offers the best food delivery services in the country, according to a recent study titled “Understanding Indonesia’s Online Food Delivery Market” from global marketing research firm Nielsen Singapore.
About 84 percent of the respondents, who use more than one food delivery app, state that GoFood offers the best overall delivery services. (The survey involved 1,000 respondents between 18 and 45 years of age and was done in May in seven cities, namely Greater Jakarta, Yogyakarta, Bandung, Surabaya, Balikpapan, Medan and Makassar.)
There are a lot of reasons why people choose to use GoFood, the survey finds, one of them being special promotions. However, the homegrown app delivers more than just special prices.
Respondents say that GoFood is superior in providing a variety of culinary options from various merchants and offering convenient and easy-to-use in-app services, including payment top-up, speedy delivery and excellent services from dedicated Gojek drivers.
Committed to improving the economy of micro, small and medium enterprises, GoFood tirelessly encourages new food entrepreneurs to join the app to offer their food to a larger market. Urban customers note that GoFood offers endless options of food and beverages and various options of merchants.
Gojek also keeps optimizing the interface of its app, letting users order food in simple steps and providing personalized food recommendations. Customers regard GoFood as a user-friendly and easy-to-use app and favor its convenient top-up method for payments.
The homegrown company also consistently provides training sessions for its driver partners to ensure excellent services. Thus, it is no wonder that Gojek drivers are rated as friendly, polite and informative. GoFood is also seen as the fastest food-delivery app by its customers.
One loyal GoFood customer is Nucha Bachri, who has a busy daily schedule like any career woman in Jakarta.
As a cofounder of Parentalk.id, a digital media outlet focused on parenting, Nucha has to create parenting content and develop her startup. That leaves her with little time to manage the household chores, including preparing food for her family.
At home, two babysitters help take care of her two young daughters. “One babysitter takes care of one child,” Nucha says. “But their focus is only on babysitting and preparing food for my daughters. They don’t cook meals for the whole family.”
To thrive both at home and in the workplace, Nucha relies on Gojek, an on-demand multi-service app, to solve her daily hassles.
Among her favorite services in the Gojek app is GoFood, which she uses to order big meals, light snacks, or even just a cup of coffee.
To navigate a hectic morning, Nucha and her husband prefer to order iced coffee via GoFood, the on-demand food delivery service in the Gojek app. A cup of iced coffee is enough to boost their spirit to start the day. Sometimes the coffee is sent to their house, so the couple can enjoy the morning together, and other times it is delivered right to their office. “The coffee is already at the office when I arrive at work,” Nucha says.
As a career woman, time is precious. Nucha knows she needs to save her time to do her work efficiently at the office. She wants to avoid working overtime, so that she can get home as soon as possible to meet her daughters.
Nucha, thus, turns to GoFood to deliver her lunch to her office, where she would eat her lunch while still creating her parenting content. “I know it’s not the most convenient way to have your lunch,” Nucha says. “But I can’t afford to lose my family time if I have to stay longer at the office.”
Most of her colleagues are young parents like her, and they understand that going out of the office to get lunch is a waste of their one-hour lunchtime. They aim to finish the assignments on time, beat the deadline and finally go home to their beloved families.
Thanks to GoFood, the enterprising workers can save time by ordering food. They have their lunch at their desks while focusing on developing the relatively new startup.
In the evening, Nucha would again turn to GoFood to order the family dinner on her way home in South Jakarta. By the time she arrives home, dinner is ready and she can spend quality time with her family.
“GoFood really helps me save my time,” says Nucha.
GoFood focuses not only on ensuring customer satisfaction but also on boosting sales of its merchants through technological innovation. GoBiz, an app specifically designed for GoFood merchants, allows food entrepreneurs to get accurate data of their business performance so they can improve their daily operations. By using the GoBiz app, merchants have reportedly seen the number of transactions increase by 37 percent.
Merchants can also offer a special promotion for their own restaurants. With the self-service promotion in GoBiz, food merchants reportedly see a substantial increase in their sales by up to 10 times.
Many micro and small GoFood merchants have seen their businesses grow rapidly. GoFood has reportedly improved the income of its merchant partners by a factor of 3.5.
On-demand services like GoFood have increased the economic growth from 5.07 percent in 2017 to 5.17 percent in 2018, according to Statistics Indonesia (BPS). The government also hopes that the growing food delivery market can produce opportunities for micro and small merchants across Indonesia to expand their businesses.
“We should appreciate GoFood and all of its contributions as the pioneer of food delivery service platforms in Indonesia,” says Mohammad Rudy Salahuddin of the Coordinating Ministry for Economic Affairs, citing GoFood’s green initiatives, such as the paid cutlery feature to discourage plastic use.
GoFood has revolutionized the food and beverage industry, Rudy adds.
Recently, Gojek has been seeking to enhance the customer experience further by using cloud kitchens, which are specifically built for GoFood merchants to fill the takeout orders. The cloud kitchens, located in strategic locations, will enable Gojek drivers to reach and order at the food outlets more quickly, meaning they can reduce wait time. GoFood merchants will also be able to grow their businesses with less capital.
Indonesia’s food delivery industry is projected to keep growing. According to Nielsen Singapore, the economic growth and the growing number of middle-class people can encourage growth of the online food delivery business.
Gojek, meanwhile, has launched its on-demand services in two countries in Southeast Asia: Go-Viet in Vietnam and GET in Thailand. Since its launch in 2018, Go-Viet has been leading the online food delivery industry in Vietnam, according to different surveys. The app has over 70,000 merchants that serve more than one million menu items. In the past six months, the number of orders in Go-Viet increased by up to 35 percent.
Since its launch in February, GET is about to take the first position in the Thai food delivery market. In the first quarter of 2019, the active users of GET increased by 240 percent. Meanwhile, the food merchants of GET reportedly enjoyed a 40 percent rise in revenue.
GoFood has seen splendid growth at both the national and international level. In the past six months, GoFood doubled the number of transactions to over 50 million transactions across the Southeast Asian region each month. GoFood has more than 400,000 merchants across Southeast Asia, 96 percent of whom began their entrepreneurial journey as small or home businesses.
GoFood’s contribution to the local online food delivery market can be seen in a 2018 report titled “e-Conomy SEA” from Google. In 2015, the year GoFood was launched, the online food delivery market was valued at less than US$1 billion. But in 2018, the market soared in value to US$3.7 billion.
GoFood aims to deliver the best services and to save a lot of daily hassles customers have to face, promising to develop the potential of the market and to achieve strong growth in the industry. “At the same time, we will always strengthen our technology ecosystem so we can grow together with our merchant partners,” says Catherine.
