Hampir dua tahun selepas ia membuat debut di Indonesia, GrabKitchens telah tiba di Singapura. Bagaimana raksasa teknologi yang berpangkalan di Singapura itu mengalami ketinggalan di halaman belakangnya sendiri di segmen yang dikuasai di tempat lain?
oleh Preetam kaushik
Singapore’s cloud kitchen scene received its latest arrival in January 2020. GrabKitchen joined the rapidly expanding list of kitchen providers establishing ten new restaurants, including three virtual restaurants, at their cloud kitchen in Hillview in northwest Singapore.
The tech giant joins the likes of Foodpanda, Deliveroo, and Smart City Kitchens (SCK), all of which have established a presence in the Singapore cloud kitchen market. Foodpanda has two kitchen locations, with plans for further expansion. The UK-based Deliveroo has three, while SCK currently operates out of a massive 13,000 sq. ft location in Tampines.
Singapore has been Grab’s home since 2014. How did three other brands steal a march on Grab in its domestic market in food-tech, one of the fastest-growing tech segments? The answer lies across the Straits in nearby Indonesia.
Indonesia is the biggest prize in the region
The Indonesian market holds allure in the ASEAN region—projecting 2020 revenues of US$ 1.7 billion in the food delivery segment alone. Dengan sahaja 35 million of its 195 million smartphone users currently ordering food online, there is plenty of room for expansion.
Indonesia, Oleh itu, looked like the perfect location to test a hitherto untried product. Nearly two years later, that experiment has paid handsome dividends and a refined product offering has put Grab Foods in pole position to dominate the Indonesian food delivery market.
It started in September 2018 with the launch of the first Indonesian GrabKitchen. Menjelang akhir 2019, Grab had spread across 221 bandar-bandar (178 of them in Indonesia) and was establishing a presence in five Southeast Asian nations. Its market share in Indonesia hit 50% dalam 2019, rising from just 15% in the course of a single year.
Grabkitchen is a vital part of the firm’s overall expansion strategy. Spurred by its success in Indonesia, Grab opened its first cloud kitchen in Ho Chi Minh City in Vietnam in 2019. Pada tahun 2020, the firm plans to open new outlets in Hanoi and Da Nang. di Thailand, the firm opened a cloud kitchen location in the Sam Yan neighbourhood of Bangkok last year.
Singapore is the next phase of expansion
In addition to expanding its presence in Indonesia, Thailand dan Vietnam, Grab’s cloud kitchen 2020 roadmap includes an expansion into Singapore and the Philippines.
Grab’s move into the Singaporean market is part of this next phase of expansion. Though much smaller in comparison to Indonesia, pasaran Singapura untuk penghantaran makanan membungkus.
Jumlah pengguna hanya boleh duduk-duduk 2.2 juta tetapi rakyat Singapura membelanjakan naik S $ 500 juta (AS $ 418 juta) setiap tahun atas pesanan makanan dalam talian. Pelanggan Singapura berbelanja lima hingga sepuluh kali lebih banyak mengenai pesanan makanan dalam talian daripada rakan sebayanya di pasaran seperti Indonesia dan Vietnam.
singapore, Oleh itu, kekal sebagai pasaran utama Grab sebagai negara Asia Tenggara terkaya dan tuan rumah ibu pejabat syarikat itu. Grab juga menikmati pengiktirafan nama tinggi di negara ini. Sejak Uber keluar, Grab mempunyai menikmati monopoli maya di pasar menaiki kenderaan di negara ini.
GrabFood, platform penghantaran makanannya, telah berkembang dengan stabil pada tahun pertama di bandar Singa, menikmati 25% pertumbuhan setiap bulan. Syarikat ini akan memanfaatkan pangkalan pengguna yang luas untuk mendorong usaha dapur awannya.
But name recognition alone will not guarantee success
Unlike traditional restaurants, cloud kitchens are flexible and can rapidly respond to data insights. Grab is looking to employ a data-centric approach to its kitchen offerings to ensure success in a crowded Singaporean market.
The Hillview location was carefully selected because the surrounding town of Bukit Batok was one of the most underserved locales on the Grab Foods app. Bubble tea, mala, and soup are all on the menu because of their prominence on past orders from the area.
This data-centric approach can provide a competitive edge as Grab looks to dominate the Singaporean cloud kitchen market. Its super-app and the ecosystem of services offers a vast data pool to draw from. The firm can rapidly harvest vast amounts of data on its Singaporean users and their spending habits.
di Indonesia, it took Grab just six months to increase the number of cloud kitchens in that country by tenfold. Aggressive expansion is ingrained in the Grab DNA and could mean big trouble for the Singaporean incumbents.
Grab also has another weapon up its sleeve, one that has put the company under intense legal scrutiny. Both Grab and Deliveroo are part of an ongoing investigation by the Competition and Consumer Commission in Singapore, for allegedly shutting tenants at rival SCK’s cloud kitchen out of their delivery systems.
Grab has already stated it will cooperate fully with the investigation and has started working with rivals’ tenants. But it with livelihoods at stake, Grab’s excusatory tactics could deter future cloud kitchen tenants from leasing from Grab’s competitors.
The battle lines have been clearly drawn up in the Singapore cloud kitchen market. At stake is one of the richest and most densely populated urban markets in the entire ASEAN region. Grab’s arrival promises to bring big changes, tetapan 2020 up to be a pivotal year for Singapore’s cloud kitchen and food delivery segments.
