HappyFresh

HappyFresh is Asia's leading hyperlocal FoodTech company that enables consumers to shop in their favourite grocery retailers via mobile and web platforms. By limiting the radius of their coverage, HappyFresh is able to ensure that the order can be delivered within an hour. Aside from the technical aspect, HappyFresh blends people power. It employs professionally trained personal shoppers to select the right products for its customers. Founded in October 2014 by seasoned entrepreneurs, HappyFresh partners with established retailers to offer customers more choices at a wide range of price points. HappyFresh is headquartered in Jakarta and has operations in Indonesia, Malaysia, and Thailand. The HappyFresh app is available in Apple AppStore and Google Play Store.

History

Traffic congestion is one of the most common characteristics of most Asian cities, making travelling very stressful. Three Southeast Asian cities- Jakarta, Bangkok and Surabaya- are in the Top 10 cities with the worst traffic congestion globally, according to a traffic congestion survey conducted by Castrol and Tom. In the next four years, traffic congestion in Manila has caused the city to be considered almost inhabitable.^[1] For this reason, few people want to push their way through a crowded supermarket after a long day at work. Combining this infrastructural challenge with the rich culinary traditions in Southeast Asia, you have the core of HappyFresh’s service: fresh groceries to your doorstep – picked for you by a professional shopper and delivered to your doorstep within one hour.

Service

HappyFresh compresses a 2000m² grocery store into a four-inch smartphone screen and delivers groceries in the next hour after customers placed an order. To select the supermarket to shop, customers can select their location manually or use their current location. After selecting the preferred supermarket, customers can either browse different categories or search for specific products.^[2]

Customers are able to choose more than fresh groceries: they can pick from a range of more than 40,000 items available across different stores, including everything in a supermarket, from apples to knives, bananas to toilet paper. After adding all the groceries to the shopping cart, the app offers various services before checking-out. For example, they can choose which delivery slots suit them best, starting within the next hour, and up to six days later. Before completing the order, customers can select their preferred payment method, either cash on delivery or credit card.

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.^[3] The customer can then choose from various delivery slots, starting within the next hour, and up to six days later.^[4] Before completing the order, the customer selects his preferred payment method, either cash on delivery or credit card.^[5]

Personal shoppers are based in the different supermarkets and will pick the selected groceries.^[6] The items will be delivered by drivers using motorbikes, on which insulated boxes are installed to keep the purchased products in optimal condition.^[7] 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.^[8]

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.^[9] When the customer receives their order, they are able to decline groceries at the door if they are not completely satisfied with the quality. In this case, the full price of the item is reimbursed.^[10]

Funding

HappyFresh raised US$12 million in a Series-A funding round in September 2015, one of the largest Series-A rounds in the region to date.^[11] The round was led by Vertex Ventures, the venture arm of Temasek Holdings and Sinar Mas Digital Ventures, with Asia Venture Group, Beenext, Ardent Capital, 500 Startups and Cherry Ventures also participating.

In September 2016 HappyFresh raised a B Round led by Samena Capital and with participation from existing investors including Vertex Ventures / Temasek and Sinarmas Digital Ventures as well as new investors (including Endeavor Catalyst).

Awards

Marketing Magazine - MobEx Awards^[12]
—Best Solution - mCommerce - Gold (2016)
—Best Campaign CRM Loyalty and Engagement - Silver (2016)
—Best Campaign - Mobile Launch/Re-launch - Silver (2016)

HappyRecipe

HappyRecipe is a new foodie community website, launched in December 2015.^[13] HappyRecipe focuses on building a community around food, where users can search for inspiration around what to cook, as well as uploading and sharing their own recipes. Users can then order the ingredients to create these meals in one click via the HappyFresh grocery delivery service. Additionally, users can read the HappyRecipe magazine, which contains many articles on food preparation, nutrition, and other food related information.^[14]

Key Leadership

Markus Bihler, CEO & Founder
Markus Bihler is CEO & Co-Founder of HappyFresh Group, Southeast Asia's leading food-focused last mile logistics and on-demand delivery company. Headquartered in Indonesia, Markus led the company's regional expansion into Malaysia, Thailand, Taipei and the Philippines, as well as sourced and structured the group's USD12m Round A funding led by Temasek, Sinar Mas, and 500Startups. Prior to relocating to Asia, he was CEO and Managing Director of Tirendo Holding in Berlin, Europe's second largest eCommerce company for tyres and automotive spare parts. Markus holds a first-class degree in Economics and Management from the University of Oxford. He is a keen athlete, former cycling and triathlon amateur and a passionate mountaineer and currently lives in a suitcase around Southeast Asia.

Fajar Budiprasetyo,CTO & Co-Founder
Fajar Budiprasetyo is Co-Founder & CTO of HappyFresh Group, Southeast Asia's leading food-focused last mile logistics and on-demand delivery company. Headquartered in Indonesia, Fajar runs and manages the technical side of the work at HappyFresh; from heading up the development team, building new features, to keeping the system up and running smoothly. Prior to HappyFresh, he was COO and Co-Founder of IceHouse, which was an Indonesian software development start up for mobile apps. Before that he was CEO and Co-Founder of Koprol which was a social networking service (bought by Yahoo in 2010). Fajar holds a Bachelor of Science in Computer Science Engineering from the Ohio State University. He adores food, especially Nasi Goreng and loves to travel.

Guillem Segarra, Senior Vice President Operations
Guillem Segarra is Senior Vice President Operations of HappyFresh Group, Southeast Asia's leading food-focused last mile logistics and on-demand delivery company. Headquartered in Indonesia, Guillem is responsible for Group Operations and Logistics, as well as Customer Experience and Business Intelligence.

Prior to joining HappyFresh in March 2015, he was Marketplace Operations Manager and Head of 3PL Management at Lazada Group, which is pioneering e-Commerce across Southeast Asia. Before that he was a Technical Consultant for Vodafone Global Enterprise (part of the Vodafone Group), dedicated to simplifying the management of global communications for the world’s largest multi-national companies. Guillem holds a Bachelor of Science and Master of Science in Telecommunications Engineering from Universitat Politècnica de Catalunya. He loves to travel and is curious about all the cultures in Asia and this is why he has enjoyed living in Hong Kong, Indonesia, Malaysia and Thailand.

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