Delivereat

Delivereat is a Penang, Malaysia-based online food ordering and delivery platform that connects consumers with local restaurants, hawkers, wet markets, and pharmacies. Operating on a commission-based business model, the company expanded its logistics footprint into the Klang Valley region to provide on-demand express delivery services. Prior to its acquisition, the enterprise successfully facilitated over one million total orders and served more than 40,000 monthly customers through an active fleet of 4,000 registered delivery partners. The platform's extensive network encompassed over 4,000 merchant vendors, featuring prominent international restaurant chains such as Sushi King, Nando's, and Subway. After securing $450,000 in pre-Series A funding led by venture capital firm Gobi Partners, the business was acquired by AirAsia for $9.8 million in 2021. Delivereat was founded in 2012 by Leong Shir Mein and Tan Suan Sear.

High-Level Overview

DeliverEat is a Penang-based online food delivery platform founded in 2012 that provides on-demand food and express delivery services. It serves consumers by connecting them with over 4,000 merchants, including restaurants, wet markets, pharmacies, and groceries, through a fleet of approximately 4,000 registered delivery partners. The company’s core mission is to enable everyone to eat and live better through technology, focusing on convenience, variety, and reliable service. DeliverEat has delivered over one million orders to date and has established itself as a local champion in the food delivery space, particularly in Penang and the Klang Valley, with a unique offering that includes the ability to combine multiple orders within the same delivery[1][2][4][6].

Origin Story

DeliverEat was founded in 2012 by a husband and wife team, Suan Sear and Leong Shir Mein, both Penang natives. The idea emerged from their desire to bring convenience to hungry diners and support local food and beverage operators by increasing their revenue streams and providing job opportunities. Starting with just two riders and one restaurant, the company grew steadily, becoming a household name in Penang’s food delivery ecosystem. A pivotal moment in its evolution was its acquisition by AirAsia’s logistics arm, Teleport, announced in 2021, which aimed to leverage AirAsia’s network to expand delivery services across Southeast Asia and enhance last-mile delivery capabilities[1][2][4].

Core Differentiators

• Local Market Leadership: Largest selection of hawkers in Penang, with up to 1,000 hawkers onboard.
• Order Flexibility: First in the region to allow customers to combine multiple orders within a single delivery.
• Extensive Merchant Network: Partnerships with over 4,000 merchants across food, groceries, pharmacies, and wet markets.
• Large Delivery Fleet: Approximately 4,000 registered delivery partners ensuring wide coverage and timely deliveries.
• Technology-Driven: Focus on enabling better living through technology, enhancing user experience and operational efficiency.
• Integration with AirAsia’s Teleport: Access to an extensive logistics network, including air freight capabilities, enabling faster and broader delivery reach across Southeast Asia[1][4].

Role in the Broader Tech Landscape

DeliverEat rides the growing trend of digital transformation in food delivery and last-mile logistics in Southeast Asia, a region experiencing rapid urbanization and increasing consumer demand for convenience. The timing is favorable due to rising smartphone penetration, expanding e-commerce, and the COVID-19 pandemic accelerating adoption of online food delivery services. By integrating with AirAsia’s Teleport, DeliverEat is positioned to influence the broader ecosystem by combining air and ground logistics, enabling faster cross-border deliveries and supporting local merchants with enhanced distribution capabilities. This hybrid logistics model addresses market demands for speed, reliability, and expanded service coverage, contributing to the maturation of Southeast Asia’s digital economy[1][4].

Quick Take & Future Outlook

Looking ahead, DeliverEat’s integration with Teleport and AirAsia’s network suggests a strategic expansion beyond Penang and Klang Valley into wider ASEAN markets, leveraging combined air and ground logistics to offer same-day and cross-border deliveries. Trends such as increasing consumer preference for on-demand services, growth in digital payments, and the rise of cloud kitchens will likely shape DeliverEat’s journey. Its influence may evolve from a regional food delivery platform to a comprehensive logistics and delivery ecosystem player, supporting a broader range of merchants and consumers across Southeast Asia. This trajectory aligns with its mission to enable better living through technology, potentially making DeliverEat a key enabler in the region’s evolving digital and delivery landscape[1][4].