"I need more drivers," she told her husband. "Or maybe I just close the delivery option."
Aina hesitated. Then she tried one order.
One day, a mutual friend introduced them.
Across town, Ben was staring at his own problem. His courier vans were only 60% full during lunch hours. He had the best cold-chain technology—insulated bags, GPS tracking, spill-proof containers—but restaurants preferred using cheap, unreliable platforms instead of paying for his premium service.
Ben replied, "Yes. But my drivers guarantee delivery in under 30 minutes. Your rendang arrives hot, the gravy intact, and we provide real-time tracking to your customer."
"I don't watch competitors. I watch Ben. Because if he fails, I fail. That’s a real strategic partner."
Aina was frustrated. Her rendang was legendary, but her delivery system was a disaster. She used three different freelance drivers who often cancelled last minute. Customers complained that the food arrived cold, and the gravy spilled.