Samiksha Jaiswal (Editor)

HappyFresh

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Headquarters
  
Jakarta, Indonesia

Founded
  
2014

HappyFresh httpss3apsoutheast1amazonawscomhappyfresh

Industry
  
Ecommerce Food and Beverages Food technology Online grocery

Key people
  
Guillem Segarra (CEO) Fajar Budiprasetyo (CTO & Co-Founder)

company b 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 their radius of coverage, HappyFresh is able to ensure that the order can be delivered within an hour. Aside from technical aspect, HappyFresh blends people power. It employs professionally trained 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 App Store (iOS) and Google Play.

Contents

History

Traffic congestion is one of the most common characteristics of metropolitan 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. 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 delivered to your doorstep – picked by a professional shopper and delivered within one hour.

Service

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

HappyFresh offer customers more than just fresh groceries; they can browse through a range of over 40,000 items available across different stores and supermarkets, from apples to knives, bananas to toilet paper. Once the groceries are added to the shopping cart, the app lets customers choose various services before checking out- such as preferred delivery slots, which can start from as early as the next hour to as late as six days later. Customers are also given the choice to replace items should they be out of stock. Before completing the order, customers can select their preferred payment method, using either cash on delivery or credit card.

Personal shoppers are based in different supermarkets and will pick the groceries selected by customers through the HappyFresh app. The items will then be delivered by drivers using motorbikes, on which insulated boxes are installed to keep the purchased products in optimal condition. 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 instance if an item is out of stock and needs to be replaced. The HappyFresh app will also continuously inform customers on the progress of the shopping process through in-app notifications; for example when the personal shopper starts to pick the items. Once the customer receives the 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.

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. 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 the participation from existing investors, including Vertex Ventures / Temasek and Sinarmas Digital Ventures as well as new investors (including Endeavor Catalyst).

HappyRecipe

HappyRecipe is a new foodie community website, launched in December 2015. 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.

Key Leadership

Guillem Segarra, CEO
Guillem Segarra is the CEO of HappyFresh Group.

Prior to joining HappyFresh in March 2015, Guillem was the Marketplace Operations Manager and Head of 3PL Management at Lazada Group; a pioneering e-Commerce platform across Southeast Asia. Previously, he was the 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. In his free time, Guillem enjoys travelling and exploring the diverse cultures of Asia, which is why he has enjoyed living in various countries across Asia; namely Hong Kong, Indonesia, Malaysia and Thailand.

Fajar Budiprasetyo, CTO & Co-Founder
Fajar Budiprasetyo is the Co-Founder & CTO of HappyFresh Group.

Prior to HappyFresh, Fajar was the COO and Co-Founder of IceHouse; an Indonesian software development start-up for mobile applications. Previously, he was also the CEO and Co-Founder of Koprol; a social networking service bought by Yahoo in 2010. Fajar holds a Bachelor of Science in Computer Science Engineering from the Ohio State University. In his free time, he is a food enthusiast and a keen traveler.

References

HappyFresh Wikipedia