COMMENT | In a simpler age, there was only one number to remember for food deliveries. Helpfully, there was a jingle that was repeated often on the few radio stations that operated back then. There were fewer digits in the telephone number itself which made it fit better in a melodic hook that was only a few seconds long (though I can’t recall hearing a Malay version of tujuh-lima-lima…).
You had the option of ordering various pizzas, garlic bread, or simple pasta dishes, which were a huge treat back then, what more the novelty of having it delivered directly to your front gate.
Of course, today food deliveries are common. Some are still operated by the restaurants, but usually, they are available through popular food delivery apps, which are the bedrock of the convenience economy.
Consumers are now able to get access to food, goods, and services whenever, wherever, and however they like, made possible by hundreds of thousands of people zigging and zagging their way across cities.
Like many things, the pandemic and multiple lockdowns have sped up the widespread adoption of delivery services by businesses and customers, but it was already a growing trend before that.
It made sense. Why spend time travelling, parking, and all that hassle waiting for food elsewhere, when you can just make a few taps and continue being in the comfort of your own home? There are also a huge number of promotions and deals giving you discounts on your orders, while earning you points for more deals in the future. It’s not a difficult choice to make, and this was pre-Covid-19.
Once the virus was in the picture, staying home was not only the...