MAHB: Digital Man
Need fresh groceries? There’s an app for that. Plus, virtual reality.
it’s said that the way to a man’s heart is through his stomach; that saying probably has more meaning in Malaysia, where eating is a national pastime. The best thing about having all this access to food isn’t just the variety, but also the round-the-clock availability. Unfortunately, food in a jiffy isn’t always the healthier option.
That’s why Happyfresh, a new grocery-delivery mobile app, which aims to change the way you eat, has been launched. The app debuted in March, and aims to help its users shave time off their busy schedules by doing the hard work of grocery shopping for them. “The only way was to eat out all the time,” CEO Markus Bihler said about including fresh meals into busy daily lives. “We wanted to know what was going into our food and enjoyed being able to prepare simple meals at home.”
A food app that can save me time and do away with the hassle of shopping from my life? I’m sold. In fact, as far as I’m concerned, an app like this was a long time coming. For the past few years, Malaysians have taken to shopping (our other national pastime) on the Internet, so it was only a matter of time before someone did the same for food. But online grocery shopping isn’t exactly new. Tesco Malaysia has been providing this service for a few years now, albeit only for webbased orders. Its Grocery Home Shopping (GHS) service lets you plan your deliveries up to three weeks in advance, with two-hour delivery slots.
Happyfresh’s advantage is its promise to deliver within the hour, though the app also allows orders to be placed up to six days in advance. It’s able to do this by purchasing items for users at stores close to where they live. They can even choose which items they want to purchase from the store of their choice. Currently, the app only services selected areas in the Klang Valley. But convenience isn’t the only thing that it’s selling— Happyfresh also wants to encourage a lifestyle change through the consumption of fresh food. “Having fresh groceries delivered to your doorstep presented the solution,” Bihler said. To push the point, celebrity chef Anis Nabilah, who is encouraging young people to cook, has been chosen as one of the app’s faces.
Happyfresh will add a different dimension to the growing number of online sites and apps dedicated to local food, such as Hungrygowhere and Openrice Malaysia, which help you find food outlets, as well as Foodpanda.my that specialises in meal delivery. Then there are the numerous restaurant review sites, such as eatdrink.my. Considering how much Malaysians love food, it is no wonder that Happyfresh chose to launch in Kuala Lumpur. Jakarta will follow before the company expands to the rest of Southeast Asia.