The Singaporeans helping to save the F&B industry, one online order at a time
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The Singaporeans helping to save the F&B industry, ane online society at a time
How Jonathan Lim and Alan Goh'due south Oddle platform has given many F&B businesses a new charter of hope in this pandemic.
Oddle founders Alan Goh, Jonathan Lim and Pua Yong Xiang. (Photo: Oddle)
21 May 2022 06:30AM (Updated: 09 Jul 2022 07:23AM)
When Jonathan Lim and Alan Goh were asking restaurants in the Telok Ayer commune whether they needed an online ordering system in 2013, little did they know that the Oddle online ordering platform they would eventually develop would become a life-saving tool for Singapore'southward food and drink (F&B) manufacture in a crisis.
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"I was also running a eatery then and nosotros were taking big orders past pen and paper. It was time-consuming, and data would get mixed-up," said Lim. "I looked effectually for a delivery arrangement and was shocked to receive a quote for S$300,000. And then I decided to practise it myself."
He banded together with ii other secondary schoolmates, including Goh, to get-go Oddle – a derisive play on the discussion "order" – in 2014. To engagement, information technology is used by near iii,000 F&B brands spread across Singapore, Malaysia, Taiwan and Hong Kong, including 800 brands locally.
Since Apr, the team has been working round the clock every bit an avalanche of 300 to 400 new restaurants have signed upwards with them, compared to the boilerplate of xl to l per month they would get pre-pandemic.
"The big brands realise that in that location'due south money to be made just they need a system. Every bit we onboarded many restaurants apace, we realised this is no longer just about making money, but saving F&B every bit an manufacture," shared Lim.
Oddle operates on a pay-on-performance model, where the visitor takes a x per cent commission of bodily online sales. For example, if a restaurant offers a 20 per cent disbelieve on a S$100 item, Oddle takes Southward$8, which includes a 3.v per cent fee given to the payment gateway. Goh, who is Oddle's global sales atomic number 82, said: "This makes us co-partners and nosotros brand certain yous do well.
"Oddle was initially launched for the sole purpose of providing a technological solution for restaurants to take their own platform to capture organic sales. As time went past, we realised they don't take the logistics manpower support. So we plant delivery partners in different markets to handle that office of the operations."
Goh explained: "Some restaurants are line-fishing in swimming pools where at that place're no fish, while others desire to catch sharks in a small pond where at that place're simply goldfish. We not only sell them the fishing rod, but we teach them how to get the fish they want.
"During this pandemic, we help them coordinate on the logistics, guide them on service recovery, expect deeper into their bill of fare, and suggest them on best practices, data management and recommended platform settings."
At that place has been a meaning increment in the number of loftier-end hotels and restaurants – such as those from Les Amis Grouping, Unlisted Collection and The Lo & Behold Group – using Oddle for takeaway and commitment orders.
"This COVID-xix situation is causing them to realise the importance of their client database, peculiarly in terms of reaching out to their loyal customers. Some are even exploring the possibility of creating a sister make just for commitment," Goh shared.
"Equally nosotros onboarded many restaurants rapidly, nosotros realised this is no longer just about making money, but saving F&B as an industry." – Jonathan Lim
PERSPECTIVES FROM THE F&B OPERATORS
Restaurants and hotels that CNA Luxury spoke to cited ease of use and quick implementation every bit some of the reasons why they chose Oddle. About importantly, information technology was also "the nearly business-friendly" and "has a much more realistic commission scheme".
Goodwood Park Hotel's spokesperson added that Oddle's marketing functions allow it to offering and communicate promotions to customers, while Andrew Ing, The Lo & Behold Group's Chief Operations Officer said, "Its group page feature allows us to list all our agile venues on ane folio for diners to find new options, specially during this circuit billow flow."
Chef-restaurateur Beppe de Vito of ilLido Group said that Oddle allows it to white-label its own delivery page, which gives improve results as visibility is college. "Being listed on delivery platforms means we're just one of many fishes in the ocean and that's non sustainable," he added.
But Oddle may not be suitable for every F&B outlet. Unlisted Collection's CEO Loh Lik Peng felt that the company does not have a well-known, consumer-facing brand similar Deliveroo or Grab, "so it works better for businesses that already accept a proficient contour and a good following of loyal clientele".
Goh agreed wholeheartedly. "The idea of Oddle is to exist the unsung hero backside the scene. It is just meant to be as effective as your make power. In the virtual world, the winners are those who put attempt in branding and marketing. We can help maximise your potential if you already have a well thought-out marketing plan. We tin can't guarantee anybody can do well, only at least nosotros can give everyone a fighting hazard."
The current pandemic has proven to exist the game changer in Lim and Goh'south struggle to digitalise the F&B industry, equally that option was hardly on any operator'due south radar previously. They are also in the midst of talking to restaurant chains with outlets in the overseas markets Oddle is currently operating in.
Lim said: "For the last six years, nosotros've been fighting against the current. With this crunch, the restaurants don't have a lot of pick in running their businesses, and going digital is the way forward, [it] doesn't matter whether you're in Singapore, Malaysia, Hong Kong or Taiwan. We're making use of this opportunity to button for F&B businesses to adopt technology and become digital."
"We're making utilise of this opportunity to push for F&B businesses to prefer applied science and go digital." – Jonathan Lim
READ> More of your favourite restaurants are now offer takeaways and deliveries
Source: https://cnalifestyle.channelnewsasia.com/people/oddle-singapore-restaurants-f-and-b-industry-251231
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