GoFood promotes MSME merchants to combat social restrictions

GoFood, Gojek's food delivery arm, has launched its third installation of its National Culinary Day (HARKULNAS) program to help micro, small, and medium enterprises (MSMEs) be prepared for the upcoming large-scale social restrictions (PSBB). The program, which runs from now until 5 May, sees the participation of 55,000 merchant outlets. It aims to increase the number of orders for the MSME merchants by providing dishes at special prices for the whole month, and also help maintain the daily income of driver partners who deliver food during PSBB.

Under the program, GoFood will be promoting the MSME merchants on its platform to help them expand its consumer base and increase their visibility. GoFood will also help to alleviate costs by providing merchants with vouchers for shipping costs on its GoPay app, as well as weekly discount vouchers for groceries shopping at its online supermarket GoFresh. GoFood also helps increase the efficiency of MSME merchants by encouraging the use of its "Recommended Campaign" feature on GoBiz so that MSMEs can update the catalogue and carry out promotions independently and flexibly. According to a press release, the HARKULNAS program proved to increase merchant partner income every year. In 2019, it recorded a 42% growth in transaction value at GoFood merchant partner outlets, as well as an increase of 21% for the average transaction of each GoFood merchant partner. Marketing Interactive has reached out for additional information.

Gojek chief food officer Catherine Hindra Sutjahyo, said it hopes its merchants will be able to increase their daily sales through the HARKULNAS program so that they can continue to drive the economy during the COVID-19 pandemic. Sutjahyo added that the pandemic has led to consumption patterns shifting online, which gives Gojek the opportunity to get more MSME merchants onboard so that both merchants and Gojek drivers can continue to earn income during this period of time. According to her, 96% of GoFood merchant partners are MSMEs.

Additionally, Gojek has expanded GoFood's services for those living in the Jabodetabek area. Instead of just ordering ready-to-eat food, users can now buy daily essential products and groceries from the GoFood app. Users can shop at places such as Alfamart, FamilyMart, Lawson and Circle K through the "daily needs" category on the front page of the app. GoFood will also be offering contactless delivery options, and using body temperature markers to ensure the consumers are safe. These initiatives come as the PSBB restricts citizens in the Jabodetabek area from dining out, and will be expanded to other cities as well, according to Gojek.

Gojek will also be doubling its pick-up points and shelter up as "COVID-19 Prevention Points" for Indonesians who still need to travel around during the PSBB. The prevention points are equipped with thermometers, hand sanitisers and masks for partner drivers and the Gojek passengers. According to a press release, the current prevention points are located at Soekarno Hatta Airport Terminals 1, 2 and 3, Jabodetabek, Medan, Surabaya, Semarang and Yogyakarta. Gojek is looking to increase the number of points in other major cities in Indonesia as well.

Meanwhile last month, Gojek’s co-CEOs Andre Soelistyo and Kevin Aluwi said they will be donating 25% of their annual salary over the next 12 months to a support fund for its driver partners and merchants. Named the "Gojek Partner Support Fund", the fund aims to support Gojek's drivers, merchants and other partners whose income has been adversely affected by economic slowdown caused by the COVID-19 pandemic.

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