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No more ‘burning cash': Gojek looks to improving user experience
The company says it is shifting its growth strategy to improving user experience through the services it offers rather than relying on promotions.
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A Gojek driver passes a road carrying a GoFood delivery pouch. (JP/Arief Suhardiman)
Homegrown decacorn Gojek will stop “burning cash" and instead focus more on improving user experience to achieve sustainable growth, a top executive has said.
Gojek co-CEO Kevin Aluwi made the statement in reference to the company’s food delivery service GoFood, digital payment platform GoPay and ride-hailing service in growing its customer base.
The strategy would be more effective in achieving sustainable, long-term growth, Kevin said on Feb.11 alongside other Gojek executives at a press briefing in Jakarta.
In its bid to improve user experience, Gojek launched in mid-January three new features under its food delivery service, GoFood Pickup, GoFood Turbo and GoFood Plus, and integrated Google Assistant in its app.
GoFood Pickup is a self-pickup ordering facility that allows customers to order food at a restaurant for picking up later. GoFood Turbo is a 30-minute delivery service and GoFood Plus is a subscription service that offers limited-period discounts, while integrating Google Assistant means that customers can make their orders through verbal commands.
“Our industry, for the past couple of years, has focused a lot on promo, promo and promo, but improvements in our services are not yet proportional with our business growth,” said Kevin. He added that Gojek instead wanted to highlight GoFood’s diverse merchants and its quick delivery service.
