Online food delivery websites are sprouting in Southeast Asia, with Indonesia’s Klik-Eat.com being one of them. The website has more than 130 restaurants in the country’s capital of Jakarta.
Targeting office workers and apartment residents aged 20-35 years old, the app was developed with the hopes of improving food delivery online by offering more food choices and easing ordering jams in the process.
The website was founded by six individuals: Michael Alvin Saputra, who is responsible for day-to-day operations; Andrew, who deals with the finances; and Willy, who is their developer. Three other founding members act as advisers and angel investors: Angelo, who works in the SEA private equity industry, as well as Arya and Ardi, who have successfully launched a telecommunications tower company previously.
The light bulb moment came when the group of six planned to get dinner one evening in the Sudirman area, one of the central business districts in Jakarta. Not wanting to get stuck in heavy traffic for hours, they decided to order food instead.
Sick of the usual fast-food delivery like McDonalds, KFC and Pizza Hut, they started searching for restaurants that would deliver food to their doorstep. They realised it was a tedious process to manually ring up one eatery at a time, so they saw a need to ease the worries of Jarkatans who might be facing a similar dilemma.
The team is currently in the midst of simplifying the process of finding and ordering food in their app as well as maintaining their competitive edge by providing great service, clear and affordable delivery fees, and a wider range of restaurant selections to choose from.
Two types of orders exist for users. For immediate orders, app users can expect a delivery time of around 45-60 minutes. Cancellations are not allowed.
For future orders, the timeframe is longer: Users can choose to have food delivered from several hours to 10 days later. Cancellation is allowed at least two hours before delivery time.
Although the app can be downloaded at no cost and there isn’t any minimum order, there are different delivery fees. For orders below Rp 50,000 (US$5.30), the charge is Rp 11,000 (US$1.17) including tax.
Orders above Rp 50,000 incur a Rp 16,500 (US$1.76) charge. Another charge of Rp 15,000 (US$1.60) for processing will be applied for non-partner restaurants.
Right now, the team hasn’t secured any funding, so they are actively looking for investors and strategic partners. Some of the things on their wishlist for the next few years include:
- Becoming a market leader for online food ordering globally
- Securing 50 percent of Jakartan restaurants as partners
- Compete on the same level as McDonalds, KFC and Pizza Hut in the food delivery industry
- Upgrade to a bigger and better office
They’re also working on a mobile app, which is an important move considering how they need to constantly innovate to stay one step ahead of their competitors.
FoodPanda, which launched this year, has a strong presence in Jakarta too, with a hundred restaurants under their belt. It might be a matter of time before they launch a mobile version.
In Singapore, FoodPanda is one of several similar sites — DEALivery.sg, HungryDelivery.com and EatIt.sg are the other competitors.
Klik-Eat.com is a top ten finalist at Echelon 2012. Organized by tech blog e27 for the third year running, the conference is a key startup launchpad in Asia with over 1,100 delegates in attendance and 50 startups exhibiting in the Marketplace. Check out SGE’s coverage of Echelon 2012.
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