Jakarta (MidLand) – The holy month of Ramadan is a month full of blessings for Muslims. However, there is no denying that the month of Ramadan brings with it challenges, especially for culinary SME activists.
One of these was heard from Gianto, owner of the culinary company Nyambel Rampai Geh and Sambal Seruit Indonesia, which is part of the GoFood ecosystem, who provided tips and secrets to be able to capitalize on the momentum of Ramadan and the challenges it has had face.
Mas Gianto himself is the president of the Jakarta GoFood Partner Community (KOMPAG) and has been part of the GoFood ecosystem since 2019. Mas Gianto’s culinary business, Nyambel Rampai Geh, has 23 branches across Indonesia and employs approximately 200 employees in all its stores.
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Explaining his success story, Gianto highlighted that there are two factors to consider when planning a Ramadan strategy, namely from an operational and marketing perspective.
“The month of Ramadan is an ever-repeating momentum and has its own repeating pattern every year. “As culinary entrepreneurs, we need to have data that can be used as a reference to maximize the momentum of this month of Ramadan,” he Gianto stated.
Together with the various features present on the GoFood application page, Gianto strongly recommends business operators to create promotions and special menu offers for Ramadan. Such as menus packaged for sahur and breaking the fast and various additional components free during the month of Ramadan.
Gianto, who has been part of the GoFood ecosystem since 2019, believes there are two factors to consider when planning a sales strategy during Ramadan, namely operations and marketing. According to Gianto, who is also president of the GoFood Partner Community (KOMPAG), a balance between promotional and operational strategies is needed to maximize potential during Ramadan.
Operational techniques that need to be taken into consideration include operational capacity, availability of raw materials and ensuring the quality of the food served. One thing that should not be done is to promote intensively so that many orders come in, however the operational capacity is not strong.
“If this were to happen, the quality of the products we can provide to customers would effectively be sacrificed,” Gianto said.
Customer behavior patterns and peak hours during Ramadan
Culinary industry activists must also be sensitive to changes in customer behavior, particularly regarding food ordering patterns and restaurant peak hours.
Nindita Larasati, Senior Marketing Analyst at GoFood, said customer behavior and peak hours are two things that always change in the month of Ramadan compared to previous months.
On weekdays, food orders via apps, including GoFood, are usually busy at lunchtime, from around 11am to 1pm, and at dinner from 6pm to 8pm.
During the month of Ramadan, food orders actually decrease during lunch (11am to 1pm) and dinner (6pm to 8pm) hours. Orders are actually executed at 3pm – 5pm or before breaking the fast and at 1am – 3am in the morning or before sunrise.
The menu of drinks and takjil foods such as compote, fruit ice cream, fried foods and dumplings are also the favorite choices of customers before breaking their fast. For Sahur, the most popular menu is the package menu all in one with a combination of rice, side dishes, vegetables and plain or sweet iced tea.
Nindita also advised GoFood business partners to make several changes during the month of Ramadan, such as restaurant opening hours and also to follow recommendations for special Ramadan promotions on GoFood such as the GoFood Maximum promotion.
“Hamster menus are also highly sought after during the month of Ramadan. Especially for those who want to give gifts to their loved ones. The GoFood application also satisfies this trend by providing section especially for the menus hinders so we can increase the visibility of our friends’ restaurants on GoFood.” – added Nindita.
To further support the performance of culinary SMEs during Ramadan, GoFood also presents various promotions to support the sales of its restaurant partners.
Various GoFood Promos and Special Discounts in the Month of Ramadan
Gideon, Product Marketing Manager at GoFood, explained that in this month of Ramadan, business partners who are part of the GoFood ecosystem can join the Maximum Mega Promo, which now starts registration on the 15th of every month, subsidized up to 50% by GoFood. In addition to this, partners can also opt-in to various menu discount program options, such as family package discounts.
By participating in existing promotional programs, in addition to being subsidized by GoFood, partners can also appear on GoFood’s main page, which can increase the visibility and sales of their restaurants. To sign up, partners can easily go to the Promo page on their GoBiz application.
Gideon also invited restaurants to take advantage of the menu hinders/Ramadan Gifts, to gain further visibility and satisfy demand hinders which increases especially at the end of the month of Ramadan.
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Pewarta: Natisha Andarningtyas
Editor: Zita Meirina
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