Coffee, fried chicken, rides: AirAsia Super App Indonesia diversifies from flights

Coffee, fried chicken, rides: AirAsia Super App Indonesia diversifies from flights

Among the vendors is Flash Espresso, a Singapore-based drink brand. The company joined the Indonesian market in 2020, right before the COVID-19 outbreak, and managed to develop rapidly despite the outbreak with its use of technology, offering easy on-line orders and quick pick-ups.

Calling itself a “tech-enabled” coffee chain, Flash Coffee locations high priority upon digital optimisation plus delivery services. On the web sales account for 65 per cent of its general transactions.

Expensive Coffee’s head associated with marketing in Indonesia Grace Surya declared that the coffee string uses technology to monitor consumer behaviour, plus sees a carried on demand for foods delivery.

“We have had this pandemic for around three years, and we keep on overseeing the market behavior change, especially food delivery, ” Ms Surya said. “Actually, the market behavior, in terms of the desire for using online food delivery platforms, these kinds of are actually increasing. So , I think the behavior (will) stay. ”

Chicken franchise Ayam Gepuk Pak Gembus is another merchant to the AirAsia Food system, offering delivery from the traditional Indonesian staple of “smashed” fried chicken marinated with herbs, and served with rice plus sambal chilli.

The company noted the value of online shipping platforms and has programs to launch its next year.

“If we have our own application, we can check our customers’ behaviour. Could be the customer making repeat orders? And we can monitor this in real time. Which products possess the most sales, that have fewer sales, so what do customers like, and what kind of promotions attract customers? ” mentioned Maria Barnomo, operational director of Ayam Gepuk Pak Gembus.


The AirAsia Super App Philippines is relatively new in comparison to its more experienced technology counterparts such as Grab and GoTo, and may have to resort to some cash burning strategy to attract partners plus consumers, observers stated.

Grab and GoTo in Indonesia have expanded above their initial premise of offering ride-sharing services. They have also moved into food delivery, and together keep 92 per cent of Indonesia’s food shipping market in 2021, according to a Bloomberg article quoting Momentum Works.

However , AirAsia, which has a substantial presence in the region being a low-cost airline, has got the advantage of an existing client base.

“If we study AirAsia, it’s very interesting because it already has a consumer base. It only needs to widen the application, and expose new features. This particular makes it easier to them, as compared with gamers who enter the marketplace without any customer foundation, ” said Heru Sutadi, executive director of Indonesia’s ICT Institute.

Funds A has poured more than US$40 mil into its super app business, and is looking to secure US$100 million more simply by next year.