Jakarta, 19 January 2023 - GoFood, Gojek’s food delivery arm GoFood, part of PT GoTo Gojek Tokopedia, Tbk, today announced that it has reaffirmed its leadership in Indonesia and strengthened its presence in Vietnam, reporting the growth in GoFood transaction value in both markets in the second half of 2022. The growth is a result of the increasing number of loyal customers and the improved average order value (AOV) placed on GoFood. In 2022, GoFood’s transaction value in Indonesia and Vietnam increased more than double the online food delivery (OFD) industry average in Southeast Asia, compared to 2021.
In Indonesia, GoFood’s solid performance was supported by the growing proportion of loyal customers, increasing from 38% to 52% of its total customer base. This positive business trend is also echoed in Vietnam with transaction value on GoFood more than doubling compared to 2021. This performance reflects the success of GoFood’s strategy, focused on growing its loyal and high quality customer base through product innovation.
Director and Head of Food and Indonesia Sales & Ops, PT GoTo Gojek Tokopedia, Tbk Catherine Hindra Sutjahyo revealed that GoFood is focused on developing innovative product solutions that build customer loyalty. “When it comes to food, no two customers are alike. With eight years of experience as experts in the OFD market, we understand how to analyze and utilize data to map the specific needs of each individual customer to deliver personalized choices that not only make them very happy, but also increase their loyalty.”
"Importantly, we are not only focused on serving our customers, we also use our expertise to deliver solutions that enable our GoFood merchant partners to target customer segments more effectively. With a solid customer base at GoFood, our partners can grow a sustainable culinary business, with less reliance on promotions,” she added.
GoFood’s approach to sustainable growth and accelerating profitability includes three main strategies:
- Strengthening the GoFood brand as an OFD service providing a delightful experience based on personalization. Thanks to GoFood’s search-based recommendation engine, this technology is able to recommend food menus and restaurant options that are curated specifically to the taste, history, and budget of each customer.
- Leveraging Machine Learning technology to efficiently target promotions to new and existing customers that have the highest potential
- Increasing the efficiency of promotions managed independently and funded by GoFood Merchant partners to increase their revenue and reduce promotion costs.
Throughout 2022, GoFood initiatives have addressed a wide range of customer needs, while simultaneously driving business growth. Mode Hemat, for example, is a feature on GoFood that increases customer purchasing power by providing access to more affordable delivery fee options. GoFood has also promoted more affordable menu items in smaller portions for those looking to spend less. Furthermore, the GoFood PLUS subscription package continues to gain popularity with subscription packages increasing by almost 60% in 2022, in Indonesia.
Aligned with what is being offered to its customers, GoFood continues to maintain the sustainability of its ecosystem by helping merchant partners grow their businesses. This includes GoFood’s ‘Dapur Bersama’, a cloud kitchen service which enables GoFood merchant partners to expand their reach.
In 2022, amid reports of cloud kitchen shutdowns across the industry, GoFood’s ‘Dapur Bersama’ increased by 170% compared to 2021, resulting in a total of 73 locations situated across 12 major cities across Indonesia. Meanwhile, the number of GoFood merchant partners in Indonesia increased by 45% compared to the previous year.
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About Gojek
Gojek is Southeast Asia’s leading on-demand platform and a pioneer of the multi-service ecosystem model, providing access to a wide range of services including transportation, food delivery, logistics and more. Gojek is founded on the principle of leveraging technology to remove life's daily frictions by connecting consumers to the best providers of goods and services in the market.
The company was first established in 2010 focusing on courier and motorcycle ride-hailing services, before launching its app in January 2015 in Indonesia. Since then, Gojek has grown to become the leading on-demand platform in Indonesia, with additional operations in Vietnam and Singapore. The Gojek platform now comprises 2.6 million driver partners across the region. Gojek is part of the GoTo Group, the largest digital ecosystem in Indonesia, consisting of Gojek, Tokopedia and GoTo Financial.
Gojek is dedicated to solving the daily challenges faced by consumers, while improving the quality of life for millions of people across Southeast Asia, especially those in the informal sector and micro, small and medium enterprises (MSMEs).
The Gojek application is available for download via iOS and Android.
Defa Amira
Corporate Affairs Senior Lead
Gojek
Georgina Purdy
International Communications Lead, Gojek
+65 8870-6755
