A FOOD ECOSYSTEM

HONESTBEE Malaysia country manager Afzan Lutfi explains what sets it apart from other companies.

WHAT IS YOUR CUSTOMER DEMOGRAPHIC? WHO USES YOUR SERVICES MORE, MEN OR WOMEN?

Our customers are 70 per cent women and 30 per cent men. They come from the middle-to highincome group, are tech-savvy and appreciate the time saved using our service.

WHAT ARE THE GENERAL COMPLAINTS FROM CUSTOMERS WHEN IT COMES TO FOOD DELIVERY?

Top of the list is the quality of food upon arrival, so we make sure we deliver this. Three years in the business, we have not received a complaint on food quality when it arrived and we even deliver icecream, which is a huge challenge in the food delivery industry.

Food spillage is another concern so we have improved the design of bags and equipment used by our riders provide, training on food handling and transportation, and by giving feedback to partner restaurants on packaging and packing of items.

IS HALAL DELIVERY AN ISSUE HERE?

Yes, and that’s why our Bungkus by honestbee delivery is halal-certified by Jakim. We employ a dedicated fleet to deliver food from halal-certified restaurants. So we have dedicated riders who wear our Bungkus tee, following standard operating procedures approved by Jakim which include abiding by the requirement of rider selection, food handling and bag cleaning processes.

WHAT SETS YOUR SERVICE APART FROM OTHER FOOD AND GROCERY DELIVERY COMPANIES?

We don’t just deliver, we are an ecosystem that caters to all our customers’ food needs. This means customers can browse online for food and groceries, and either have them delivered or pick them up from the stores. Through our beeHive membership, they can dine in and get one free meal for one meal purchased.

HOW DO YOU REMAIN ON TOP OF THE GAME?

We deliver on time, and this sets us apart from other delivery services in the region. We welcome competition because this means customers and business partners have more options and this will help the overall market to grow.