BreadLife was acquired by Dailybox Group last Friday (3 December). Dailybox Group is a multi-brand online restaurant start-up that was founded in 2018. BreadLife is the fourth brand in Dailybox Group’s portfolio. 

According to Dailybox Group Head of Strategy and Growth Miranda Haryanto, there are two main reasons that drove Dailybox Group to acquire a bakery brand. 

First, DailyPeople has been requesting Dailybox Group to present a variety of bread to complement the current menu of rice and side dishes. Second, they see that the bread market share in Indonesia has great potential for growth. 

To add, in 2021, Indonesia recorded the highest sales of bread in Southeast Asia, reaching $18.7 billion. However, the Indonesian bread market still experiences a shortage of supply as  68% of bread is produced by SMEs or conventional home industries.

“BreadLife is one of the leading bakery brands in Indonesia with strong brand awareness and high level of customer satisfaction. The acquisition of BreadLlife completes our existing product lines which include Dailybox, Dailymeals and Shirato,” said Miranda. 

Under Dailybox Group’s network, BreadLife aims to expand its reach throughout Indonesia by optimising the so-called omnichannel collaboration. Omnichannel collaboration refers to a strategy that combines both online and offline store expansion by incorporating synergy among resources and digital innovation.

To date, Dailybox Group has resources in 120 points throughout Indonesia. BreadLife could expand to these existing resources in addition to utilising its resources that are concentrated outside Java. 

“This is in line with Dailybox Group's mission to reach more points outside Java,” Miranda added. She said that the omnichannel strategy will also bring them closer to customers. 

Runner up of Masterchef Indonesia Nadya Puteri in November decided to invest in BreadLife, strengthening the brand’s operations and digital transformation strategies.

“Nadya's entry into the management of BreadLife really opened our view as we realised that BreadLife really needs young talents in order to keep innovating. Seeing Nadya's expertise in the field of pastry and cakes and her experience in developing a bakery business, we are honoured that she is willing to become one of the owners of BreadLife,” said BreadLife General Manager of Operations Zulfahmi Hasyim.