GrabFood Leads Indonesia’s Food Delivery Industry


tirto.id – In Indonesia, there are a number of food delivery service provider applications, including GrabFood, Go-Food, and Shopee Food. Every day, both in big cities and sub-districts, with the characteristics of their respective uniforms, the mobility of the three partners will be very easy to find in any corner, even in crowded alleys.

Research Results: Merchant Profits, Loyalty and Brand Popularity

In October 2021, digital research company Snapcart Indonesia conducted an online survey related to the food delivery industry in 10 major cities. The result: GrabFood is listed as the most widely used food delivery service by consumers and merchants in Indonesia.

Snapcart Indonesia Director Astrid Wiliandry explained that the research carried out by his party was carried out through a more in-depth and holistic approach in order to get a clear picture of the competitive aspects of each industry player.

“Research in the food delivery industry usually focuses on consumers. In this research, we also include a merchant survey,” said Astrid. He explained that the survey results also show that consumers and merchants are like two sides of a coin, both of which have similar tendencies.

“For example, we found that consumers use GrabFood more often and spend more money when they use GrabFood, just as merchants use and get more sales when they use GrabFood.”

Astrid’s statement was reasonable. Research results show that 82% of restaurants and food and beverage shops use the GrabFood application for their services, followed by GoFood (71%) and ShopeeFood (28%). 42% of merchants in the study said they had used a food delivery app at least in the last 12 months.

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The survey also found that the average daily sales of merchants from using GrabFood was Rp. 750 thousand, 13% higher than using GoFood (Rp. 670 thousand). Merchants in Greater Jakarta reported that sales with the GrabFood application were 10% higher than GoFood. Meanwhile, in smaller cities such as Purwokerto, merchant sales using the GrabFood application were 16% higher than using GoFood.

From the aspect of brand awareness, GrabFood and GoFood get the same result: 100% of consumers know and know GoFood and GrabFood, while only 52% know ShopeeFood. This happens because ShopeFood is a newcomer to the market.

The same data shows that 92% and 90% of consumers have experience using the GrabFood and GoFood applications, and 35% have used ShopeeFood.

Regarding preferences, data shows that 54% of respondents choose GrabFood as their recommended food delivery application, followed by GoFood (34%) and ShopeeFood (12%). Research also found that the average consumer uses GrabFood 6 times a month, while GoFood 5 times. The average order volume via GrabFood is also 11% higher than GoFood.

“We found non-promo factors when consumers choose the application they want to use, such as the variety and number of restaurants and food available in the application, the ease of using the application, and the speed of getting a driver,” continued Astrid Wiliandry.

The results of another survey, 85% of consumers agree that GoFood is the preferred brand of Indonesians. However, 90% of consumers think that Grab is more useful for the Indonesian people—84% of consumers give the same rating to Gojek. As for merchants, 94% and 91% agree that GrabFood and GoFood are equally favored by Indonesian consumers. Additional information, 95% of merchants feel that Grab has helped a lot in the growth of businesses and entrepreneurs in Indonesia, where 93% of merchants feel the same way about Gojek.

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To note, this research on the food delivery industry is the first to be held in Indonesia and targets consumers and merchants in the first and second markets. The first market is the Jabodetabek megapolitan (Jakarta, Bogor, Depok, Tangerang, Bekasi); while the second market is the big cities of Bandung, Surabaya, Medan, Lampung, Purwokerto, Banjarmasin, Samarinda, and Makassar.

The respondents in the research above are users of the Snapcart application who are also users of the food delivery application: 500 respondents are restaurant and food-beverage shop owners; while 570 respondents are consumers.

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