GoFood: Iced black coffee, chicken likely to trend this year

Food trends let Indonesian businesses come up with menus based on market tastes.

Iced Americano, chicken and seblak — crackers soaked in spicy broth — are expected to trend among Indonesian foodies this year, according to food delivery service GoFood’s latest food trend report.

The prediction, based on the most searched keywords on GoFood, is meant to be a reference and inspiration for food businesses to develop menus based on market tastes, Ignatius Satrio, head of marketing food and ads at GoFood operator Gojek, told Retail Asia.

“Emerging culinary trends encourage partners to innovate by creating new menu items or meal packages and developing effective marketing strategies on GoFood,” he said in a written answer to questions.

Filling meals such as chicken rice, which has topped the best-selling menu rankings for six straight years, would continue as crowd favourites, according to the Feb. 6 report.

Another top-selling item last year was instant noodle, which showed that budget-friendly meals remain a popular comfort food choice.

“Always a mainstay during hot weather, millions of glasses of various tea variants are always in high demand by customers — with a number that, if lined up, is equivalent to the distance between Jakarta and Cirebon,” according to the Jakarta-based platform.

Indonesia was the largest online food delivery market in Southeast Asia in 2023, with a gross merchandise value (GMV) of $4.6b, according to a 2024 report by Singapore-based market research firm Momentum Works. GoFood had a 38% market share.

Satrio said people’s food choices are no longer influenced by taste alone. Lifestyle, exposure to global cuisine, and consumer purchasing power also influence consumption habits, he pointed out.

For example, the healthy-living trend drives the popularity of plant-based and low-calorie menus, while the fast-paced lifestyle in urban areas increases the demand for practical and ready-to-eat foods.

GoFood uses data analytics to gain insights into customer behavior. Its yearly report on culinary trends covers everything from viral dishes and comfort food to signature menu items.

It highlights the best-selling menus each year, along with emerging trends across various categories, including savory and sweet snacks, healthy food, seasonal categories for cold or hot weather, and predictions of future bestsellers.

Satrio said they continue to enhance customer convenience by introducing solutions tailored to their needs. Key innovations include GoFood Hemat, a budget-friendly option for customers seeking affordable meals, and express delivery.

They also offer personalized menu content, recommendations and reviews, which lets customers leave feedback on their orders. The company also has a menu collection feature that simplifies and speeds up the search for favourite foods.

"This year, GoFood aims for sustainable growth by focusing on enhancing customer experience, driving technology-based innovation, and expanding services to more cities and market segments," Satrio said.