DiineOut.com and The Other Kitchen create online ordering system to digitise delivery processes

Shortly after the prime minister announced the extension period of the MCO to 14 April 2020, #JomTapau and app’etite were started by The Other Kitchen, a F&B focused digital marketing agency and DiineOut,a local pioneering online marketplace for unique dining and
F&B experiences.

Malaysians can now help their favourite local eats survive
the current challenges posed by the Movement Control Order (MCO) by supporting the #JomTapau movement.

There are two things Malaysians can do to support #JomTapau. First,is to encourage small local F&B businesses to get onto a new integrated Online Ordering System (OSS) in town called app’etite.

Second, would be to start ordering food via these eateries listed on the app’etite platform and hence,be part of the growing momentum of #JomTapau.

For zero setup fees, app’etite will create a simple webpage within just 24 hours to list menu items,images, pickup and delivery options to remove the hassle of manually tracking orders and payment from individual customers on individual chat messages.

“Challenging times call for a change in the way things have been done. We know the small makan stalls and local home-grown eateries that are so dependent on day-to-day sales for their livelihoods are struggling,” said Lionel Lau, founder of DiineOut.

“I recently tried to buy some pau via Whatsapp from a stall near my neighbourhood. The uncle had wanted to deliver it. But, he sent me a late, tired voice text saying he just could not make it that day. That was the beginning of the #JomTapau idea and app’etite,” he added.

Once orders start coming in, there is a flat rate of RM2 per order for the payment processing fee and a 2 percent transaction fee. This is extremely affordable when compared to other 3rd party food delivery marketplace apps that are taking a minimum 35 percent fee.

“We’re waiving that 2 percent transactional fee indefinitely till we are all in a better situation,” said Lionel.

“Since the MCO began, an explosion of small F&B businesses have flooded social media about remaining open for tapau but are asking orders to be done via WhatsApp. It’s chaotic and time- consuming to keep track of multiple individual messages and payment statuses. If they are on app’etite, they can focus on their livelihood’s core – food preparation,” said Lionel.

“#JomTapau may seem counterintuitive to our own business here at DiineOut but we want to help keep our diverse and colourful Malaysian food culture alive!” he added.

DiineOut will be a temporary homepage for all the eateries listed on app’etite as an additional avenue for Malaysians to find them.

For transactions that meet the criteria, DiineOut customers will get a RM20 voucher for any future DiineOut events or products. Vouchers can be collected and redeemed all in one go.

“We believe this service hits the sweet spot between cost and functionality for local small-medium F&B enterprises. Feedback so far has been positive from those who feel the difference before and after using it, ” said Albert Wong, founder of The Other Kitchen.

The service has the potential to help more than 167,000 local F&B businesses to stay afloat.

Many are the local owner-operated restaurants and eateries that have been impacted by the MCO that began on 18 March 2020.

Since app’etite kicked off, several partners have come on board such as Lat Tali Lat Cafe, Boon Signature Roasted Pork, Yun Bridge Noodle, Chitose, Ji Le Dim Sum, Xinn Halal Food, Frediani’s Market & Deli in Bangsar and even wine suppliers such as La Cave KL, and casual dining restaurants such as Rare, The Food Company.

“We invite all Malaysians, if you know of any small food business that is struggling and need help to reach a wider audience in our country that exists on the Internet by joining the world of online ordering, please get them to contact us,” said Lionel.


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