Foodpanda Malaysia is bolstering its grocery delivery service, pandamart, with the introduction of an expanded private label brand called “Bright“. This move caters to the growing demand for high-quality and affordable groceries among Malaysian customers.
A Wider Selection Under the “Bright” Label
Bright, stylised as “bright”, was launched earlier in May 2024. Foodpanda will be offering over 200 grocery items across three categories under the bright brand:
brightfarms: Focuses on fresh produce
brightyums: Includes pantry staples, ready-to-eat meals, snacks, and beverages
brightspots: Offers household essentials
These products are available on the app under the pandamart umbrella. Of course, availability is also subject to pandamart’s locations across Malaysia. Foodpanda boasts that bright will have the widest variety of groceries at launch.
The launch of bright expands upon foodpanda’s initial foray into private-label offerings on pandamart. In 2021, “brightfields” debuted with a limited selection of pantry staples like tissues, mineral water, and mixed nuts. The product range has since grown to include fresh fruits like apples and lemons, as well as cleaning products like wet wipes.
“The introduction of bright underscores our commitment to providing customers with the products they need and love,” said Kevin Zagolin, Director of Q-Commerce at Foodpanda Malaysia. He emphasizes that each bright product undergoes rigorous testing and in-depth research to ensure high quality and affordability.
This article is contributed by Jay Ar Juan, Senior Commercial Director, foodpanda Malaysia
In the rapidly evolving food industry landscape, digitalisation has become more than just a trend – it is now a necessity for survival and growth. The surge in technological advancements has propelled restaurants into a new era, reshaping the way they operate and connect with customers. Embarking on a journey through the impact of digitalisation on the food industry, we’ll explore recent changes and how food delivery platforms navigate this transformative landscape, with a specific focus on its implications for local vendors in Malaysia.
From a restaurant’s perspective, digitalisation is about leveraging technology to enhance customer experience, streamline operations, and drive business growth. This is a crucial aspect of driving the business as a whole. The benefits of it are extensive, ranging from increased efficiency to data-driven insights that enable personalised customer interactions. Particularly in the last few years, we’ve witnessed a profound impact on communities as restaurants adapt to these changes. The food industry is inherently competitive, and the digital shift provides a competitive edge.
The evolution of the food industry has resulted in several fundamental changes. One prominent shift is the rise of delivery services, enabling restaurants to expand their reach and increase revenue. Additionally, data-driven insights have become invaluable, allowing businesses to tailor their offerings to suit customer preferences. These components will put small business owners on a level playing field with mammoth chains. The community impact is substantial, with local businesses gaining visibility beyond physical constraints. Even small roadside vendors can now showcase their offerings to a vast audience using platforms like foodpanda.
Digitalisation upscales businesses, including food
Embracing delivery services has not only expanded revenue streams but has also eliminated geographical barriers, allowing restaurants of all sizes to compete on a level playing field. The convenience of ordering from anywhere has become a customer expectation, providing businesses with a broader reach.
Being part of a marketplace like foodpanda democratises visibility, giving even the smallest establishments a chance to showcase their offerings. A roadside stall will have the same opportunity for eyeballs via the app as a massive restaurant chain at the most valuable rental space in a busy shopping district. With just a few taps, customers will be able to discover even the most obscure vendors within seconds.
Additionally, the integration of technology has brought about data-driven insights, enabling personalized experiences by analysing customer preferences. This not only tailors menus and marketing strategies but also enhances customers’ overall satisfaction. The rise of contactless dining, payments, and reservations, coupled with the use of platforms for marketing, has further enhanced convenience and customer engagement, fostering loyalty and attracting new patrons. Digitalisation is not merely about efficiency, it’s a holistic approach aimed at creating memorable customer experiences and ensuring the sustained relevance of restaurants in an evolving landscape.
Supporting the restaurants in their digital transformation is foodpanda with tools at their disposal. The Panda Partner app is available on both Google Play and Apple App Store, providing vendors with insights into sales, operations, and marketing, all from the convenience of their phones. Traditional advertising methods are being replaced by digital marketing through the Panda Partner app, making it easy for restaurant operators to market themselves through several simple clicks, even for those without prior digital marketing knowledge. The transparency in tracking results enables vendors to be more strategic in their marketing efforts, contributing to their growth as entrepreneurs.
In the past, data and results simply weren’t trackable, such as knowing how many customers visited their stores and placed an order from thereon. Restaurants and even large chains normally have had to spend big money to analyse these data for them. But with foodpanda’s digital marketing support, they would know how much they have spent and how much sales they generated from these marketing activities, fundamentally allowing them to be better entrepreneurs.
Going beyond the pandemic lifeline
Amid the challenges posed by the pandemic, there are restaurants that have adapted to digitalisation and have experienced significant differences in their business. For instance, one of our restaurant partners in Penang, Uncle Lan’z, has strategically leveraged digitalisation to reach customers beyond the usual coverage area and saw a significant surge in sales and heightened brand recognition. Digitalisation became the backbone of Uncle Lan’z’s business, with delivery alone accounting for 70% of total sales during this challenging lockdown period. A partnership lasting over four years has positioned Uncle Lan’z as one of the highest-grossing vendors in the northern region, underscoring the transformative impact of embracing digital platforms.
Similarly, Gerai Ulique Corner faced adversity during the lockdown, leading to a temporary closure of the outlet. With digital platforms providing support, restaurant owner Cik Norlia started selling her fare from home, ensuring business continuity and fostering loyalty. The adaptability facilitated by digital platforms allowed Gerai Ulique Corner to resume business fully as the economy recovered, showcasing resilience in the face of challenges.
On the other hand, the advent of food delivery platforms has contributed to the rise of F&B operators that exist purely for the food delivery market. For cloud kitchen operator Foodle, the partnership with foodpanda since Q3 2022 has brought substantial growth through exclusive collaborations and benefits. Enjoying priority placement on platforms, dedicated marketing support, and access to specialized promotional opportunities, Foodle thrived as a dynamic and diverse cloud kitchen business. By leveraging digital tools to assess physical store potential, facilitate collaborations, and focus on top-performing items, Foodle’s success story exemplifies the symbiotic relationship between cloud kitchens and digital platforms in the evolving landscape of the food industry. The digital transformation facilitated by platforms like foodpanda is reshaping the restaurant landscape. The benefits of going digital are evident, from increased reach to data-driven insights and enhanced customer experiences. As we navigate the ever-evolving food industry, embracing digitalisation is not just a choice but a strategic imperative for sustained growth and resilience. foodpanda remains a key partner in this transformative journey, empowering restaurants to thrive in the digital era.
This article is contributed by Shubham Saran, Head of Logistics, foodpanda Malaysia
Delivery riders see p-hailing as a viable income lifeline with its flexibility and quick access to fair and supplementary wages. A viable springboard to other industries and entrepreneurship, platform providers have been giving upskilling opportunities to delivery partners but will need the Government’s assistance to widen the scope.
Gig Economy’s Substantial Impact
The gig economy in Malaysia has witnessed an unprecedented surge over the last few years. Catapulted by the Covid-19 lockdown, this has revolutionised the country’s employment landscape, especially in how freelancing work is viewed. This transformation is most evident with the sheer number of p-hailing jobs out there now, which have also become integral to serving the daily lives of Malaysians.
According to the Economic Planning Unit, the gig economy contributed approximately 7% to the nation’s GDP in 2021, underlining its substantial impact[1]. Moreover, this sector has provided income opportunities to around 2 million Malaysians, cementing its role as a significant source of employment. This was especially critical during the pandemic when it became a lifeline for many suffering from the economic impact of Covid-19.
From that, 7 out of 10 workers are p-hailing delivery partners, according to a survey by Malaysia Digital Economy Corporation (MDEC), showing just how important riders are to the economy. The same survey revealed almost half of all gig workers cited financial sustainability as their main reason for joining the gig economy. The reasons are obvious – gig work is the fastest and most flexible source of income, whether supplementary or primarily.
Riders have seamlessly integrated into Malaysian life, facilitating the delivery of food, groceries, packages, and more. Millions of orders crisscross cities and towns to be delivered each day. P-hailing riders not only provide convenience to consumers but significantly boost the growth of quick-commerce and online services. Their work is the backbone of the gig economy and bolsters the broader economy by driving trade and consumption.
In Malaysia, the gig economy has been evolving over the years and the role of riders has been both crucial and complex. While riders view this job as a convenient source of income, drawn in by its flexibility and quick access to fair income, many have criticised the nature of the work as an impediment to socio-economic mobility. But if we look from the lens of the younger generation, they would find gig work a viable springboard to other industries or even entrepreneurship opportunities.
We have to accept that there are many pathways to success for young Malaysians. However, the key importance is in recognising the potential for growth and upskilling within this sector. We delve into the issue currently and encourage our riders to embrace the upskilling opportunities provided to stay relevant in an ever-changing job market for those who view gig economy jobs as a mid- to long-term opportunity.
Commitment to Rider Upskilling
In line with this, it has been the core of foodpanda’s engagement with our delivery partners to provide numerous benefits and upskilling benefits for them. We recognise the pivotal role of riders in the gig economy and are committed to enhancing their value beyond delivery service.
For example, we recently partnered with Manipal International University (MIU) to provide riders with the opportunity to pursue tertiary education focusing on a two-year sponsored journey to complete their Diploma in Business Management. This initiative aims to help our delivery partners enhance the skills and qualifications they need to advance their careers.
In recognition of the importance of language proficiency, foodpanda has taken proactive steps to empower its riders with short English courses. Called ‘Panda Purpose,’ these courses are designed to enhance the English literacy skills of delivery partners, ultimately increasing their job delivery capabilities and employability. This commitment to language education and skills development underscores foodpanda’s dedication to its workforce as well as the quality of service it provides to its customers
Hopes for Gig Workers in Budget 2024
While foodpanda and many of our fellow platform operators have taken proactive steps in providing upskilling opportunities for our delivery partners, we can certainly do more with assistance from the Government. In line with the upcoming Budget to be tabled in Parliament on Oct 13, we hope that this will be a priority in ensuring that gig workers are given every opportunity to upskill and reskill themselves.
Furthermore, we anticipate and expect improved access to motorcycle loans for the B40 community, aiming to alleviate their financial burdens and for telco companies and 5G service providers to consider reducing pricing for riders and merchants, ensuring better connectivity for all.
P-Hailing Professionals as Pillars of Reliability
In this industry, riders constantly face challenges, and they respond well with solutions that improve the way things work. These riders are quick thinkers and always prioritise the customers. For instance, many riders share their tips among themselves to purchase marker pens and cling film to make sure orders are accurately written and the meals and drinks are delivered intact. This teamwork is key to successful deliveries. Merchants count on riders as a vital extension of their service, and their ability to work well together is a skill they’ve honed over time.
Although foodpanda and many other platform providers rely on cutting-edge data technology and understanding customer behaviour with surgical precision, it is our delivery partners who will ensure that every order will be an enjoyable experience for our customers. Exceptional customer service is a cornerstone of their work. They handle inquiries, resolve issues, and often go the extra mile to ensure customer satisfaction.
The gig economy, including p-hailing, is known for its ever-changing landscape. Whether it’s adapting to new routes, technologies, or customer preferences, these riders are always on their toes. They embrace change and adaptability as part of their daily routine. The ability to pivot in response to evolving circumstances is a skill the riders continually refine.
P-hailing workers are the backbone of modern food and goods delivery services, proving to be indispensable during crises like the COVID-19 pandemic, ensuring access to essential items and enhancing the quality of life for many. Additionally, the gig economy provides crucial income opportunities for various individuals seeking flexible work arrangements, promoting financial stability and independence.
A career in p-hailing encompasses a rich tapestry of skills and qualities that profoundly impact our daily lives. These professionals are not just delivery partners but problem solvers, team players, customer service champions, and adaptable individuals in our society. It’s time we celebrate and honour their contributions to our society and economy while giving them the opportunity to thrive.
[1] Chapter 3, Macroeconomic Outlook, Ministry of Finance
Foodpanda is expanding its services again! From getting your food and groceries delivered to now getting your packages delivered 24/7. The company is now introducing pandago for its everyday users.
The service will be available within the foodpanda app starting today. Users simply have to select the “pandago” tab and it will automatically bring you to the delivery service page. The service will be available 24/7 on-demand so it’ll be perfect for sending that birthday surprise at the stroke of midnight or even those pesky last-minute documents in a rush.
The pandago service comes with real-time tracking for easy tracking of your deliveries. The tracking will provide real-time delivery status updates while allowing customers to chat with the delivery partner to update their status.
While it may seem like a totally new service out of the blue, the pandago service has been operating since 2021. However, it was only available to business customers looking for a logistics-as-a-service (LaaS) partner. Pandago provided this service without the need for onboarding fees or commission fees and helped keep business costs at a minimum with a pay-as-you-use model.
Foodpanda is offering a 20% discount to new pandago users on their first delivery. You’ll simply have to use the voucher PANDAGO when you send your delivery to enjoy it.
AirAsia’s “super-app” has been a work in progress for a while now. The app has launched several services, including ride-sharing, travel bookings and food delivery. In fact, the app leveraged its budget airline to deliver local delicacies like Penang’s famous Char Kueh Teow on specific days to users who pre-order. However, it looks like AirAsia isn’t going to be staying in food delivery for long – well, not independently.
Airasia and Foodpanda will complement each other’s services in a ground-breaking partnership agreement. AirAsia will leverage Foodpanda’s extensive grocery and food delivery network and riders for food delivery while Foodpanda will offer ride-sharing services via Airasia Ride’s growing fleet of drivers. The partnership will come into effect from 30th May 2023.
The partnership will essentially see AirAsia throw in the towel when it comes to food delivery. From what we can see, the apps will not be intricately linked, instead, they will prompt users to head over to the other app. For now, this is being done with a prominent banner on Foodpanda’s home screen while on the AirAsia Superapp, the banner appears on the “food” section of the app.
That said, the partnership expands the services offered by Foodpanda, one of the biggest food and grocery delivery apps in Malaysia. With the partnership kicking into gear, AirAsia’s food services will be transitioning to a dine-in model. No information just yet on whether AirAsia’s unique food delivery services and options will transition in the partnership, but it does seem like the food services on the superapp are winding down.
Both Foodpanda and Airasia will be sharing more information on their socials as they kick into gear. You can follow them @airasiasuperapp and @foodpandamy.
As consumers, we’re being inundated with more content than ever in this day and age. We’ve also become even more discerning, particularly in advertising and branding. What’s more, with the rise of over-the-top (OTT) services like iQIYI, Netflix, Amazon Prime Video, and Disney+ Hotstar, we’ve become even more selective of where we place our time when it comes to consuming media. Realising these trends, iQIYI has partnered with food delivery provider and app, foodpanda, to marry entertainment and branding with their latest series “Sorry Naik Lori”.
The new series is a first-of-its-kind collaboration between iQIYI and food panda in which the two companies worked from the bottom up to integrate foodpanda’s branding and app in the series. This process started with a collaboration between iQIYI, foodpanda and Universal McCann in developing the scripting and concept for the series. In the end, they produced a quintessentially Malaysian tale that tells the story of a husband and wife as they pursue two different versions of success.
“Sorry Naik Lori” follows the misadventures of Khairul, a young lorry driver living in Penang who is averse to Social Media and his wife, Nadia, who dreams of becoming a successful social media influencer. Nadia stumbles upon success when she becomes “ComelPasembur” when a NikNok video of her at her mother’s Pasembur restaurant goes viral. As her following grows, she is approached by a talent agency and decides to pursue her dreams against her husband’s wishes. This forces Khairul to learn to navigate the world of social media as he tries to keep his marriage alive while Nadia is forced to hide her marriage in pursuit of social media stardom.
The series also integrates a foodpanda rider, Talib, played by Tajul. The character not only plays a role in foodpanda’s brand integration into the series but also helps further the plot and misadventures in the slice-of-life rom-com.
The series is steeped in the Malay culture of Malaysia’s most popular island – Penang. Everything from the mannerisms and dialect used in “Sorry Naik Lori” is infused with typical Penangite flavours. The series stars Nizam Othman as Khairul and Ruhainies as Nadia. They are supported by a notable cast which includes local singer, Tajul, TikToker Ahmad Saffuan, Nafiz Muaz, Sheila Mambo and Asha Zainul.
“Sorry Naik Lori” premieres on 4th November 2022 on iQIYI. iQIYI’s freemium model allows you to enjoy the series for free with ads. However, if you want an uninterrupted viewing experience, you can just sign up for iQIYI’s VIP subscription for as low as MYR11.90.
Leaving your home can be daunting now with COVID-19 on the rise. While there are measures in place to help control the spread, there are some that are still wary of the risks. That said, there’s also a group of us who would rather have our groceries come to us. Well, there’s good news for both sides – Tesco has partnered with foodpanda.
With the partnership, you will be able to order from Tesco’s catalog of over 3,000 items on foodpanda’s delivery service. The items range from fresh produce to groceries. These items will be delivered to your doorstep within 40 minutes of your order being confirmed.
The partnership will complement Tesco’s online grocery service: Tesco Online. It will serve as a way for users to get urgently needed groceries on demand while larger monthly or weekly orders can still be done via Tesco Online. This partnership will let customer rely more on Tesco as Foodpanda is a well-known delivery service and strengthen the presence of the platform.
“With the Covid-19 pandemic, customers have begun to change the way they shop. Many are looking for options where they can feel safe to purchase their necessities. This partnership with foodpanda will not only be convenient for Tesco’s loyal customers, but it will also help to address those who are concerned with having to leave the safety and comfort of their homes for a grocery run,” said Product Director, Kenneth Chuah.
Kenneth Chuah, Product Director, Tesco Malaysia
The service is available in the Klang Valley area. Users can order groceries from Tesco Paradigm Mall, Kepong, Extra Cheras, Extra Puchong, Bandar Puteri Bangi, Kajang, Bukit Puchong, Shah Alam, Wangsa Walk, Setia Alam and Selayang. They are planning to bring this service online to other areas soon.
