airasia food lands in Jakarta

Airasia food has expanded into Jakarta, competing head-on with other giants such as GoFood and GrabFood. It first expanded into Indonesia in March this year by launching in the Tangerang Raya area. While airasia did not explain why it chose Jakarta despite the saturated food delivery market, Delly Nugraha, country head airasia Super App Indonesia, told MARKETING-INTERACTIVE that the Indonesia market has a great opportunity for the company to grow while it strives to further stimulate the national digital economy.

"Currently, we are focusing on improving our services by enhancing user experience, engaging more merchant partners and gradually widen our reach to more cities in Indonesia," he said. Aside from paying with airasia points, users can also pay via debit or credit card as well as digital payment services including DOKU or OVO. According to Nugraha, the expansion into Jakarta occurred in June. 

Among the list of F&B brands available include MangGang, Chib-Chib, IKI Bento, Burger Bangor, and DCrepes. As part of its latests expansion, airasia food is offering promotions such as free shipping, a 50% discount with the promo code BaruPUAS for new users, and a 70% discount flash sale that takes place every Thursday to Saturday from 11 am to 1pm.

"Airasia food is committed to serve better by giving more added value, as well as providing convenience and rewarding experiences for all users. To accommodate our users’ needs in exploring culinary experience, we present a range of merchants from across flavours with various enticing promos, such as free delivery and discounts," Nugraha said. Airasia did not comment on MARKETING-INTERACTIVE's queries about its USPs and marketing strategies for airasia food in the Indonesian market, as well as which other cities it plans to expand into by the end of 2022.

Airasia food is currently available in countries including Malaysia, Singapore, and Thailand. In January, it named Tan Sun Sear group head of airasia food following the acquisition of food delivery platform Delivereat for US$9.8 million last August. He is currently in charge of driving growth for airasia food across Malaysia as well as its plan to expand across ASEAN in line with the Group's digital journey.

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