TRANSPORTATION BUSINESS - JAKARTA. Although GoFood is not the online food delivery app that gives promo and discount the most, GoFood still maintains its market leadership as the most used Online Food Delivery (OFD) application.
This on-demand service of PT Go To Gojek Tokopedia Tbk (GOTO) consistently wins the competition due to various factors beyond price, such as popularity, payment system, easy-to-use app, and delivery speed.
This is the finding from the recently published JAKPAT Survey Report, titled The Habit of Online Food Delivery (OFD). The research data collection was carried out on May 25-26, 2022, involving 1,624 respondents in large cities in Indonesia through questionnaires via the JAKPAT application. The survey’s margin of error is below 3 percent.
The survey result shows that 61 percent of respondents use GoFood in the last three months.Meanwhile, a 55 percent use ShopeeFood, followed by GrabFood (43 percent) in third place and TravelokaEats (7 percent) in fourth place.
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39% of respondents also reported that they mostly use GoFood compared to ShopeeFood (38%), GrabFood (22 percent), and TravelokaEats (1 percent).
GoFood is the most used application mainly because of its discounts and promo (76%), consumers’ familiarity with GoFood app (55%), and the easiness of payment method (47%).
Other factors are the large selection of restaurants and menus (40 percent), application rating (36 percent), delivery speed (35 percent), and the easy-to-use display of attractive applications (31 percent).
However, GoFood is actually not the company that burns money for promo and discount the most. 89% respondents placed ShopeeFood as the company with most discount and promo.
The second place is GrabFood (81 percent) and then GoFood (76 percent). While TravelokaEats is 60 percent.
“According to our research, price sensitivity is one of the strong variables to influence consumer decisions. But actually, it is not the only determining variable,” said the JAKPAT Content Research Leader, Fransisca Satya Chrisprastika.
The woman, who is usually called Tika, explained the survey results showed that a company cannot only rely on giving promo, “But, it’s also about the users experience. GoFood has the advantage of the first-time mover in the market and many consumers are familiar with its user interface and services,” she clarified.
She further explained that consumers do not only consider price of the food or the beverage, but they also take into account other factors, such as the delivery speed. Both combined will make consumers consider whether the service provides value of money.
