Greenly Adopts "New Retail" Concept to Sell Healthy Food Products

Concept new retail seems to be starting to get a lot of attention by business people. The potential use of technology is deemed suitable to be able to help "business" offline" continues even faster. This approach is now also being adopted by Greenly, a retail chain fast casual F&B which offers a variety of healthy foods and drinks.

Greenly founded by Liana Gonta Widjaja and Edrick Joe Soetanto. Liana is a Bachelor of Science from the University of California in the field of nutritional science, dietetics and has also pursued a career as a health nutritionist. While Edrick is a serial entrepreneur who also graduated from the University of California.

The healthy food business first operated in January 2019 in Surabaya, with 5 o. One o located in template with the concept of a restaurant and cafe, while the other 4 branches serve intermediate messages with the concept of cloud kitchen -- accept orders through the app on-demand like GoFood or GrabFood.

During its one year journey, Greenly claims to have managed to grow up to five times with hundreds of orders every day.

"Our model business is new retail with approach online to offline (O2O), we adopt a multi-channel sales pattern in distributing products. With this strategy, Greenly not only has physical stores in shopping centers like traditional retailers, but also operates cloud kitchen and sales via online platforms," ​​said Director & Co-founder Greenly Edrick Joe Soetanto.

Entering its second year, Greenly managed to secure early stage funding led by East Ventures. The fresh funds obtained are planned to be used by the company for product innovation, technology development and expanding its network in Surabaya, including expansion in other cities.

Maximizing technology to strengthen business

Furthermore, Edrick told that strategy  new retail with an O2O approach makes them different from conventional services and other similar businesses.

Greenly also developed a system with a number of features needed to make them more effective, growing, and loved by their customers. Which is implemented starting from management supply chain leaders, POS, accounting and taxation systems, HRIS and payroll, to third party delivery systems, user loyalty and pick-up orders.

"The technology we use helps Greenly run its business and serve customers more optimally. Technology development backend help us in organizing supply chain leaders more efficiently, especially since we manage products fresh & perishable with shelf life very short. With the development of infrastructure technology such as demand forecasting, inventory management to logistics optimization, we can maximize production output, manage resource capacity effectively, track inventory accurately, minimize waste, and optimize distribution," continued Edrick.

He also explained that the integration of technology and efficiency supply chain leaders enabling them to cut operating costs to a minimum so that we can offer affordable prices for their products.

Integration with third-party messaging services through draft cloud kitchen It is also claimed to have succeeded in making tens of thousands of Greenly customers comfortable.

Now for the first three months of 2020 they are targeting to open 3 new outlets at Pakuwon Mall and Tunjungan Plaza, Surabaya. The first outlet in Jakarta will also be inaugurated, precisely in the Senopati area. Throughout this year Greenly will focus on product development, technological innovation, customer growth, and expansion in Jakarta, Surabaya, as well as other cities.