Application of ZMOT in Meal Kit Business in Indonesia

Abstract

The meal kit business is relatively new in Indonesia. As an initiator in the meal kit business in Indonesia “Black Garlic” failed to deliver its value to the market. Thus, they went bankrupt in 2015. However, after the pandemic, the meal kit business model gained attraction in entrepreneurs' eyes. While they are trying to fit in the market, Masakbox is diving in and trying to find the best practices to win in the meal kit business. This research will discuss the journey of the business in adapting ZMOT (Zero Moment of Truth) for a meal kit business namely Masakbox by briefly discuss about the existing business condition and analyzed using As Is Business Process Map and Value Proposition Canvas. Subsequently, the primary data is gathered from actual customers after they purchase the product and expert recommendations. Finally, the action that Masakbox took to solve the problem by using ZMOT theory and the impact in the business. The impact of ZMOT after analysis and implementation process, Masakbox has redesigned its own business process map and value proposition. Moreover, ZMOT adaptation also impacted in sales performance and brand awareness on its platforms.