HappyFresh was born out of a need to simplify grocery shopping. In crowded cities like Jakarta and Bangkok, a weekly grocery trip to the nearest supermarket would involve being stuck in traffic for at least 30 minutes to an hour – just to shop and bring back all the groceries on the way home. at home in the same traffic situation. This whole process would take at least hours, if not more. At HappyFresh, the brand aims to alleviate these pain points for its customers as e-commerce becomes the norm, and it believes consumers can use online grocery shopping to reuse the time and effort they put into shopping. weekly at the store. .

The brand’s commercial strategy will be geographically targeted to ensure strong penetration in the residential areas of each establishment’s coverage area. These activations will focus on 1-to-many and 1-to-few communication in the early stages while moving to stronger remarketing in Phase II to bring back newly acquired customers.

Highlighting HappyFresh’s USP, Guillem Segarra, CEO, said, “At HappyFresh, we truly see the importance of understanding grocery as a category – informing our brand philosophy of providing a superior grocery experience that prioritizes quality and value for money. We focus our business solely on groceries and aim to improve customer satisfaction. We position ourselves to be the one-stop-shop for our daily and weekly shopping needs, and seek to simplify the experience for everything from freshly hand-picked produce, frozen food and even personal care items. on one platform – with a focus on pre-planned weekly needs and high value shopping cart orders. »

Options galore

The brand’s distribution centers range from 600 to 900 square meters, with the capacity to carry up to 15,000 SKUs of fresh, dry and frozen products in inventory that are maintained in three temperature zones, with chillers and freezers to preserve product freshness. These design choices related to facility size, range assortment and categories are made in order to fulfill the daily and weekly grocery missions that are at the heart of the brand.

“HappyFresh currently operates in Indonesia, Thailand and Malaysia, and we will focus on these markets by expanding our coverage to more Tier II cities and perfecting HappyFresh Supermarket operations,” he said.

Building a sustainable model

HappyFresh believes that the democratization of groceries in the region must be done in a sustainable way. It is committed to sustainability as it constantly looks for ways to reduce its environmental footprint by encouraging suppliers to reduce plastic in packaging, and customers are also encouraged to do their part by choosing the packaging option. “GoGreen” at checkout.

“HappyFresh Supermarket has also recently started working with local food banks such as FoodCycle in Jakarta and Food Aid Foundation in Malaysia to reduce food waste by redistributing unsold surplus food to disadvantaged communities,” he said.

Bet big on dark stores

HappyFresh Supermarket adopts a dark store concept. It has been exploring and researching the concept of dark stores, i.e. the required infrastructure, for some time as the next evolution of its business model.

“HappyFresh Supermarket is our first exploration to completely add dark stores to our operating model to complement our existing offerings. We believe this is a natural step given current volumes and the maturity of the industry,” Segarra said.

“For the business model operated by HappyFresh, the concept of dark stores implemented here will be very different from that of many Q-commerce players in our markets. Specifically, the dark facilities we use need to be significantly larger to meet the storage unit requirements of our product line, and have planned for infrastructure differences from the average dark store,” he said. added.

Technology: an important aspect

HappyFresh is heavily dependent on technology that allows the brand to better meet the needs of its consumers.

“We are constantly listening to our customers in each country to discover and understand what are the best products they need in their purchasing missions. We process this data through our advanced demand planning tool to ensure the lowest out of stock situation without having an overstock situation to avoid wastage. This allows us to focus on quality and values ​​for our long-term customers,” he explained.

“We are also starting to build our technology capabilities by building a technical team in India. We are considering recruiting tech talent from Bengaluru, India,” he added.

Future plans

The brand is currently focused on increasing HappyFresh Supermarket installations and delivering at scales of millions of orders per year.

Elaborating on the brand’s future plans, Segarra said: “HappyFresh does not currently have physical outlets and we are only focused on online sales. We are working with existing supermarket retailers to integrate them into our online platform, which allows our customers to shop at these supermarkets from the comfort of their own home, having their groceries picked up by a personal shopper and delivered to their door.

“HappyFresh Supermarket complements our existing business model by providing consumers with more choice and variety, offering a greater selection of products with better value for money and a variety of delivery time slots to meet different consumer needs” , he added.

With the launch of HappyFresh Supermarket, the brand has seen monthly user growth of 300% and it is also working to expand its coverage in each market and number of installs to reach more underserved consumers.

“We believe growth will continue as we provide the best service to our customers, making fresh, handpicked groceries accessible to everyone,” he said.

“HappyFresh will continue to increase the number of installations this year and beyond, to meet growing demand with wider coverage. We plan to launch over 100 dark stores as we expand across the region. We also continue to focus our efforts on providing a convenient and safe service, we will improve our existing operating model as well as the partnerships we already have with supermarkets in the region. This will unlock additional operational efficiency, higher service levels and quality checks to further enhance the customer experience. We want our customers to get all the groceries they need in the freshest conditions and at an even faster speed, ensuring an effortless online grocery shopping experience,” he concluded.