Expand Service Area, HappyFresh Expands to Bali

Household shopping platform online HappyFresh announced the expansion of the service area into this November. To DailySocial HappyFresh Indonesia Managing Director Filippo Candrini revealed, the island of Bali is important for HappyFresh to promotecater a large market size, loaded with a large population digitally savvy and has a wide selection of supermarkets.

"What's more, the average travel time from home to the supermarket is higher compared to other cities, due to smaller roads, longer distances and increased traffic in recent years. We currently serve the areas of Kuta, Seminyak, Kerobokan, Canggu, and we hope to expand to more regions in the coming months," said Filippo.

In Bali, HappyFresh cooperates with several supermarket partners and specialty shops such as Grand Lucky, Papaya Fresh Gallery, The FoodHall, Giant Ekspres, Frestive, Vines, Re.juve, Natural Farm, and Red & White. In the future, the company will also add several partners in the coming months.

Previously, HappyFresh had operated in several areas in Indonesia such as Jakarta, Depok, Tangerang, Bekasi, Bandung, Surabaya, and Malang. Expansion to Bali is a strategic step taken by HappyFresh this year.

Asked what HappyFresh's strategy is to compete with other similar platforms that have also been present in Bali, Filippo emphasized that the HappyFresh application was developed to meet the needs of grocery shopping customers. online, ranging from various product categories to various supermarkets and shopping places.

"Supported with personal shopper and our driver-partners who are trained in handling groceries and all orders are shipped in thermally insulated boxes to keep products fresh or frozen," said Filippo.

HappyFresh plans and targets

During the pandemic, the demand from users for HappyFresh services was quite high, in line with the PSBB rules from the government and WFH. A number of partnerships have also been launched by the company, such as with Bukalapak. Meanwhile strategic cooperation with Grab through GrabFresh also still running.

In terms of the number of HappyFresh users, there is also a positive growth, although it is reluctant to say how many HappyFresh users are up to now.

"I can't reveal the number, but what I can inform you is that we have seen an organic increase in demand. The majority of customers ordering in Bali these past few days are new customers, but we are also seeing orders from existing HappyFresh customers who have previously shopped at other cities, such as Jakarta and Surabaya," said Filippo.

Next year HappyFresh has plans and targets to achieve, including accelerating growth and providing customer satisfaction, both in existing cities and new cities. The company also wants to focus on service quality, adding exciting new features, supermarket partners, payment options and exclusive offers.