SG-based mobile app grocery delivery service expands to PH

By Stephanie Roxas

Singapore-based mobile app honestbee, an on-demand grocery delivery service, made its official debut in the Philippine market on Friday, June 16.

honestbee marketing head Crystal Gonzales (right) demonstrating how the app works

honestbee marketing head Crystal Gonzales (right) demonstrating how the app works

Launched in July 2015 in Singapore and now available in nine other cities in Asia, honestbee is a concierge smartphone application that will tend to the grocery, dining, and laundry needs of upper to middle-class Filipinos in Metro Manila.

The process of grocery shopping in the app is first handled by the user then transferred to the assigned personal grocery shopper, and delivered to the doorstep by riders in an hour.

The concierge fee is P99. The delivery fee is also fixed at the same rate but will be waived if the value of the goods ordered by the user will reach P1,500. The mode of payment in the app comes in two ways: credit card and cash on delivery (COD).

honestbee has partnered with Robinsons Supermarket as its main grocery distributor, as well as specialty shops such as Solo Meat Group, Fresh Options Meat Shop, G-stuff, Foodsource, AWC, Boozy PH, Chicco, Hummus Elijah, Pamora Farms, Figures of Beans, and Incredible India.

Restaurants available in the app include Sprout, Erik Kayser, Early Bird Breakfast Club, Bono Gelato, La Lola Churreria, Pink Panda, The Old Swiss Inn, Tipsy Pig, The Grind Bistro, Hummus Elijah, to name a few.

Food delivery also shares the same process as with grocery shopping. However, the availability of specialty shops and restaurants vary on the location of the user.

Crystal Gonzales, who handles the marketing of honestbee in the Philippines, said the app will also branch out to delivering healthcare needs such as medicines within 2017. Gonzales also assured the safety of personal information (credit cards, address, and location) of the user in the app.

As for the shoppers or the people who will do the errands, she said they employ a system wherein the partner grocery store or restaurant who selects the shopper whom they will enlist with honestbee.

Unlike in Singapore where pay cuts and communication difficulties hounded honestbee freelancers, Gonzales said that the company will ensure that shoppers will get their basic hourly rate and incentives.

“If the company changes the incentive scheme, it’s up to them. It depends also on the performance. In some instances, the shopper may feel that her or his total pay is less, but maybe it’s because his or her productivity was also less,” she said.

Brian Koo, founder of honestbee investor Formation 8, said that one of the reasons why they think honestbee will succeed in the Philippine market is their capability to do multiple verticals — food, laundry, groceries, and other services.

“It’s underpinned by logistics. And because we have these different verticals, we’re able to make it efficient through technology. Efficient routing and transport management system allow us to make to be cost-efficient,” he said.

honestbee is free for download in Android and iOS. Grocery shopping is also available on desktop at honestbee.ph/groceries. First time users are entitled to P500 off.

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