HappyFresh

HappyFresh
Industry	Ecommerce Food and Beverages
Founded	2014
Headquarters	Jakarta, Indonesia
Key people	Markus Bihler (CEO) Benjamin Koellmann (COO) Fajar Budiprasetyo (CTO) Tim Marbach (Executive Chairman)
Website	www.happyfresh.com

HappyFresh is a one-hour online grocery delivery service headquartered in Jakarta, Indonesia and operating in Indonesia, Malaysia, Thailand, and Taiwan. The service allows customers to order groceries, fresh as well as dried goods, via a mobile application and website. The company has partnerships with about 20 supermarkets across its countries of operation, including Ranch Market in Indonesia and Big C in Thailand.^[1] HappyFresh sticks to its one-hour delivery promise by having personal shoppers and drivers based onsite in the various supermarkets.^[2] The HappyFresh app is available in Apple AppStore and Google Play Store.^[3]^[4] Expansions throughout the whole of Southeast Asia are planned.^[5]

History

HappyFresh was founded in October 2014 through the funding from AVG (Asia Venture Group) and started operating in Kuala Lumpur, Malaysia and Jakarta, Indonesia in March 2015.^[6] The service expanded to Thailand and Taiwan in August and December 2015 respectively, and will be launched in the Philippines in early 2016.^[7]

Service

HappyFresh delivers groceries in the next hour after placing an order – a significant change from the market standard of next day delivery.^[8] To select the supermarket to shop from, the customer can either select his location manually or use their current location. After selecting the preferred supermarket, customers can either browse different categories or use the search bar to look for specific products.^[9] In the App, customers are able to choose from a range of more than 40,000 items available across different stores.^[10] After adding all the groceries to the shopping cart, the app offers various services before checking-out. First the customer is able to choose if items should be replaced if out of stock.^[11] The customer can then choose from various delivery slots, starting within the next hour, and up to six days later.^[12] Before completing the order, the customer selects his preferred payment method, either cash on delivery or credit card.^[13]

Personal shoppers are based in the different supermarkets and will pick the selected groceries.^[14] The items will be delivered by drivers using motorbikes, on which insulated boxes are installed to keep the purchased products in a good condition.^[15] Both shoppers and drivers are trained in the HappyFresh Academy to learn how to pick the best quality groceries and deliver them efficiently. Furthermore, they are equipped with an internal app which provides them all the necessary information about the order. With this internal app the employees are able to contact customers for further information, for example if an item is out of stock and needs to be replaced.^[16] While shopping with HappyFresh, there is no minimum basket size, but the delivery fee depends on the size of the basket.^[17] The delivery for first-time customers is free for one month after sign-up. The HappyFresh app informs its customers through in-app notifications on the progress during the shopping process, for example when the personal shopper starts to pick the items.^[18] When the customer receives their order, they are able to decline groceries at the door if they are not completely satisfied with the quality. In this case, the full price of the item is reimbursed.^[19]

Funding

HappyFresh raised US$12 million in a Series-A funding round in September 2015, one of the largest Series-A rounds in the region to date.^[20] The round was led by Vertex Ventures, the venture arm of Temasek Holdings and Sinar Mas Digital Ventures, with Asia Venture Group, Beenext, Ardent Capital, 500 Startups and Cherry Ventures also participating.

Corporate Social Responsibility

During Ramadan 2015 HappyFresh ran the “Meal for a meal” campaign together with the Food Aid Foundation. HappyFresh donated a bag of groceries for people in need for every order placed in the app.^[21] Furthermore, HappyFresh hosted a Charity Day after Ramadan. Together with the Food Aid Foundation, healthy meals were prepared and distributed to shelters.^[22]

HappyRecipe

HappyRecipe is a new foodie community website, launched in December 2015.^[23] HappyRecipe focuses on building a community around food, where users can search for inspiration around what to cook, as well as uploading and sharing their own recipes. Users can then order the ingredients to create these meals in one click via the HappyFresh grocery delivery service. Additionally, users can read the HappyRecipe magazine, which contains many articles on food preparation, nutrition, and other food related information. ^[24]

References

This article is issued from Wikipedia - version of the Thursday, April 28, 2016. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.