KUANTAN: Hunger can spark entrepreneurial ideas.
That was exactly the case with Shah Farid Rashid, 28, who now runs his own online food delivery platform Food Valet.
The pioneer online delivery service provider in the state capital has 40 riders and has established solid partnerships with some 100 restaurants here.
The journey began on a hungry stomach. During Ramadan in 2016, Shah was walking around Kuantan to find a restaurant to break his fast, only to be turned away by eateries packed to the brim with patrons.
The experience sparked an idea for the graduate in Teaching Chinese as a Foreign Language from the Beijing Language and Culture University, who recalled his years in China where online food delivery services were popular.
Recalling his experience looking for a restaurant during Ramadan, he said it taught him the basic economic model of supply and demand.
“I learned a lot from that experience. I noticed restaurants were packed, forcing families with young children to look for other places to eat.
“I remember walking from one restaurant to another, with my two friends, hoping to find seats to eat. Wherever we went, the roads were chock-a-block and the eateries were mostly full.
“That’s when I realised that the town was in need of a food delivery provider. I later discussed the idea with two friends, who later became my partners, and we took about three months to plan our operations,” he told the New Straits Times.
Shah said once the online booking system for customers and restaurants was set up, he approached restaurants to be part of the network.
“It was not easy in the beginning. I was introducing a new business concept and naturally, not many were convinced by it.
“I was lucky as I managed to secure a few restaurant owners who believed in me.
“Some told me business was slow during rainy days, so they wanted to give it a try.”
He said more restaurants decided to join later on after seeing that the business model worked.
“Now, we even have huge restaurant chains in partnership with us because they see profits.”
Shah, who quit his job as a Mandarin lecturer in 2016 to focus on the business, also set up a call centre in his office to take orders on behalf of the restaurants.
“We encourage customers to place their orders on the restaurants’ websites to enjoy cash vouchers and special discounts.”
He said about 80 per cent of his customers make their orders online, with the rest preferring to call or use WhatsApp.
As for his employees, Shah said the riders worked from 10am to 10pm daily, with those in the customer service section earning other sales benefits.
“Our employees are the backbone of this business, that’s why we offer them good benefits.
“The food delivery riders receive training on how to arrange the packed meals in their bags, on upholding hygiene and dealing with customers.
“We want to ensure that the process goes smoothly from the time the food is collected at restaurants to the door of the customers.”
He said during peak hours or bad weather, delivery time could take a bit longer.
“We will inform the customer if their food is arriving later than usual.”
Shah said he was initially part of the customer service team and had drafted the script to be used by his staff when they took customers’ orders.
“I even delivered the food myself when we first started. By going to the ground, I understand what the customers need.
“Although we now face competition from other players in the industry, I am happy to note that some of our regular customers still prefer our service,” he said.