HappyFresh

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 operations, which haven’t offered online delivery so far. HappyFresh sticks to its one-hour delivery promise by having personal shoppers and drivers based in the various supermarkets. The HappyFresh app is available in Apple AppStore and Google Play Store. Expansions throughout the whole of Southeast Asia are planned.

History

HappyFresh was founded in October 2014 and started operating in Kuala Lumpur, Malaysia and Jakarta, Indonesia in March 2015. The service expanded to Thailand in August 2015.

Service

HappyFresh delivers groceries next hour – a step change from the market standard of next day delivery. To select the supermarket to shop from, the customer selects his location manually or uses his current location. After selecting the preferred supermarket, the customer can either browse different categories or use the search bar to look for specific products. In the App, customers are able to choose from a range of more than 40.000 items available across different stores. 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. The customer is allowed to choose from various delivery slots, starting within the next hour, and up to six days later. Before completing the order, the customer selects his preferred payment, either cash on delivery or credit card.

Personal shoppers are based in the different supermarkets and will pick the selected groceries. The items will be delivered by drivers using motorbikes, on which insulated boxes are installed to keep the purchased products in a good condition. 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. While shopping with HappyFresh, there is no minimum basket size, but the delivery fee depends on the size of the basket. 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. When the customer receives their order, they are able to decline groceries at the door if they aren’t completely satisfied with the quality. In this case, the full price of the item is reimbursed.

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. Furthermore, HappyFresh hosted a Charity Day after Ramadan. Together with the Food Aid Foundation, healthy meals were prepared and distributed to shelters.