Honestbee, a Singapore-based online grocery service, is adding on-demand take out food to its business model, pitting itself against Uber Eats and Deliveroo.
The company announced in a Facebook post that it would be launching the service in the next week, promoting a competition for people to win a free lunch.
It said the service will initially launch in three areas of Singapore; the central business district, Bukit Merah and River Valley. Honestbee also runs an on-demand laundry service on top of its core grocery service.
Singapore, a small city state with a high penetration of smartphones and fast connection speeds, has been a core market for on-demand services to test or launch. Singaporeans are also, stereotypically, foodies so the space is becoming very competitive.
Incumbent Foodpanda was bought by Delivery Hero late last year, both Deliveroo and Uber Eats made a significant play into the country last year and Honestbee enters the fray.
It also ties into wider interest in South East Asia as a market for huge growth in ecommerce and on-demand services this year. Homegrown success stories, such as ecommerce giant Lazada, taxi app Grab and Indonesia’s moped service GoJek, has led to the global giants Amazon and Alibaba starting to put flags in the ground. Amazon announced a South East Asia launch, while consolidation of Asian ecommerce businesses has started to take place. Late last year Lazada bought Honestbee rival Redmart, not long after it was itself acquired by Alibaba.