Free Subscription

  • Access daily briefings and unlimited news articles


Only $29.95 per year
  • Quarterly magazine and digital
  • Indepth executive interviews
  • Unlimited news and insights
  • Expert opinion and analysis

Honestbee launches “one of a kind” grocery and dining destination

Honestbee HabitatAsia’s online fresh produce and food delivery app, honestbee, has revealed its new brick-and-mortar grocery and dining destination in Singapore.

Honestbee CEO and founder of honestbee, Joel Sng, said that it’s ‘NewGen Retail’, an innovation in retail technology that targets more human engagement for a multi-sensory shopping experience.

The new habitat by honestbee store, which opens this week, is a 60,000 square feet supermarket, speciality fresh grocer, online fulfillment center, retail innovation hub and experiential dining destination all in one. More than 20,000 Asian and international products will be available for purchasing online and offline from the honestbee app.

“Habitat by honestbee is a beautiful, physical extension of the honestbee brand we all love … In this thoughtful space, one can expect a multi-sensorial food experience that nourishes, educates and inspires. We designed it so that customers can get their groceries and meals efficiently but also linger and enjoy the experience,” said Pauline Png, VP and managing director, habitat by honestbee.

“We are excited to bring this ‘NewGen Retail’ concept from Singapore to our other eight markets and beyond soon. Guided by our passion for food and technology, we will continue to innovate in O2O solutions to enhance the quality and value of our products and retail experiences. We invite progressive partners and customers to come along with us on this journey!” said Joel Sng, CEO, honestbee.

The new supermarket in Singapore will feature a cashless checkout experience (AutoCheckout) and robotic collection point (RoboCollect). Honestbee said that shoppers’ orders can be processed in under five minutes. Customers must download the honestbee app to shop at habitat. The app is linked to credit card or through beePay, the e-commerce business’ own mobile payments wallet.

Honestbee Habitat5

Honestbee Habitat2

Shoppers can use the “Scan & Go” for those buying 10 items or less for faster transaction. While those purchasing more than that, they can drop off their personal trolleys at the AutoCheckout point and habitat will automatically do the scanning, packing, payments and delivery.

Honestbee Habitat3

Honestbee said that shoppers can also dine in, order takeout and have food and drinks delivered at home. While online grocery orders are processed by its staff using overhead conveyor belts and drivers will pick them up for one hour delivery within the day.

Honestbee Habitat4

According to the e-commerce business, the global grocery retail market will add US$2.7 trillion in sales to 2022, with growth in the next five years dominated by Asia. While Asian grocery sales through e-commerce channels led the 30 per cent global growth in the past year, 90 per cent of worldwide retail sales are still done in physical stores.

You have 3 free articles.