GoFood makes massive content push around Indonesian cuisine with Discovery

GoFood has partnered with Discovery Asia Pacific to promote a variety of local Indonesian culinary to the world. This multi-stakeholder collaboration produces a series of videos that will be shown on GoFood services, its social platforms and blog, as well as Discovery Asia Pacific's brand new food related platform and channel coming up on 29 November.

The #PetualanganKuliner (#CulinaryAdventure) program will also be available to stream on the YouTube channels of Indonesian well-known food vloggers MGDALENAF & Nex Carlos for the whole year. The culinary dishes introduced in the program are curated by GoFood from millions of menus and hundreds of thousands of GoFood merchants in Indonesia. The #PetualanganKuliner movement also supports the Wonderful Indonesia tourism campaign initiated by the Ministry of Tourism and Creative Economy of the Republic of Indonesia to promote Indonesian culinary on the world stage.

As one of the leading food-delivery service in Southeast Asia, GoFood has partnered with more than 500,000 culinary merchants of which 96% are MSMEs. These merchants, according to a press statement, experienced an average increase of 3.5-fold after joining GoFood. This collaboration reinforces GoFood's commitment to support its MSME partners to be able to expand their markets.

Chief marketing officer Gojek, Ainul Yaqin, said, “We believe that one of Indonesia’s main attractions for tourism is our rich variety of local culinary. Moreover, Indonesian cuisines are also often listed as the most delicious cuisines in the world." He added that this is what makes GoFood innovate to promote local cuisines of its merchant partners through various initiatives, including #PetualanganKuliner program which is a collaboration across stakeholders in the culinary tourism industry - involving GoFood merchants, foodies, media, and the government.

"We hope this program is able to generate wider international recognition of our national cuisines, as well as increasing the brand exposure of our GoFood’s merchants,” he said.

From the beginning of 2020, Discovery will become GoFood’s content partner on the #PetualanganKuliner series. This high-quality program, featuring Indonesian food merchants will be shared on GoFood Indonesia service on Gojek app, blog, and social platforms, as well as Discovery’s platforms. Discovery will also provide brand new food content for the Recommendation section within the GoFood Indonesia service on Gojek app.

Anna Pak Burdin, VP and GM of Southeast Asia, Discovery Networks Asia-Pacific explained, “Indonesia has a fantastic culinary heritage and we are really excited to partner with GoFood and share food trends, Indonesian food cultures and more of our curated new food content directly within GoFood service on Gojek app, blog, and social platforms. We are also looking forward to sharing the wonderful Indonesian food stories of our common #PetualanganKuliner series with our 27 million strong audience in Southeast Asia.”

Also present at the discussion and launching of the #PetualanganKuliner program from GoFood, deputy of marketing development, Ministry of Tourism and Creative Economy, Rizki Handayani Mustafa said, "Shopping and culinary tourism provide a significant contribution to the economy. Both of them make significant contributions to the national economy. Proactively, we encourage the promotion of Indonesian culinary in potential markets, for example by presenting five culinary icons that have been announced by the Ministry of Tourism and Creative Economy of the Republic of Indonesia, namely soto, satay, rendang, fried rice, and tumpeng at international culinary festivals."

GoFood  also added that it is committed to continuously developing technology and innovating, so that it is easier for consumers to get culinary recommendations through GoFood service and help merchants to expand their businesses. "We are pleased that our innovation always make the consumers and our merchants happy. The trust from our partners within our ecosystem can also be seen from the real numbers contributed by our MSME partners to the Indonesian economy which amounts to Rp 19 trillion (US $ 1.33 billion) in 2018. We believe this number still has the potential to increase along with the consumers’ trust toward our merchants, for them to be inspired to continue developing their business," Yaqin added.

He added that local culinary MSMEs are one of GoFood’s strongest assets that it looks to consistently empower through various reliable programs such as #PetualanganKuliner. “By introducing the uniqueness of local cuisines, we hope to give a wider access for our merchant partners to promote their best culinary innovations and contribute to the Indonesian economy at the same time,” Yaqin concluded.