Rather than being left behind from cutting-edge technology, Indonesia has arisen as digital user for the last decade. Almost half percent of the population (1) own smartphone and active user of social media. Interestingly, Indonesian who has consumptive characteristic began to utilise digital apps in daily basis. One of the most popular apps is Go-Jek. Try to ask everyone in the country, most of them will know Go-Jek and use it everyday.
Nadiem Makarim, Go-Jek CEO, claimed that one of its product Go-Food became the biggest delivery services in the world (2). However, as Go-Food user, I think Go-Jek needs to upgrade their service by adapting Deliveroo or UberEats’ system. Therefore, Go-Food might not just dominate Indonesian or SE-Asia market but the whole world.

I’ve been using Go-Food since Go-Jek gained popularity in the late 2015s. In 2017, I had the opportunity to study abroad in UK. At first, I thought there was no more convenient delivery service than Go-Food but turned out I w…