GEM says food delivery dips by day but surges before iftar, with riders expecting more tips during Ramadan
PETALING JAYA: Food delivery demand may drop during daytime hours in the fasting month but riders expect sharp surges near the breaking of fast as well as tips from customer generosity, according to the Malaysian e-Hailing Coalition (Gabungan e-Hailing Malaysia, GEM).
Its chief activist Masrizal Mahidin, also known as Jose Rizal, said order patterns typically undergo a time-of-day reshuffle during Ramadan rather than a straightforward drop in demand.
“Based on usual patterns, orders in the morning or afternoon tend to decline because the majority of Muslim customers do not place orders during those hours. However, as the time for breaking fast approaches, around after 4pm or 5pm, demand increases significantly,” he told theSun yesterday.
Rizal said the compression of demand before shifting towards the evening window means riders must manage their working hours more strategically to capture peak orders.
“This depends on each rider’s own judgement. That is the peak period when customers expect fast and high-quality service. Of course, if it is time for prayers or other obligations that must be fulfilled, then they should pause. But in general, riders should continue operating until the rush eases before taking their break. Many customers also tend to place last-minute orders close to breaking fast, so riders need to be ready and on standby during that period.”
Rizal advised riders to remain patient and strategic in managing their working hours during the fasting month, particularly during the intense pre-iftar (before breaking fast hours) rush.
“That period is definitely peak. My advice to them is be more patient, especially when orders come in close to breaking fast. That is normal in any service line. No matter the role, you still have to serve. Customers always come first.”
Previous industry trends have also pointed to heightened Ramadan demand. According to Grab’s 2023/2024 Ramadan-Raya Insights, 84% of Malaysians plan to increase their festive spending, while 62% anticipate a heavy reliance on the platform’s food delivery and other services.
Despite that, Rizal added that the fasting month also tends to bring a seasonal lift in voluntary tipping and charitable giving by customers.
“Based on feedback from smaller community groups, there is an increase in tips when order comes. In my experience since 2017 duing Ramadan, members of the public, especially Muslim customers, tend to give more charity or tips during seasons like this.”
On Jan 26, theSun had reported that the expansion of e-hailing and food delivery platforms has helped normalise tipping behaviour among Malaysian consumers.
The previous report found tips received by drivers typically ranged from as low as 50 sen to about RM10 per order, depending on customer satisfaction and service quality.
Despite the potential upside, Rizal cautioned riders against relying on tips as a guaranteed income stream and stressed the importance of maintaining service quality.
“We do not encourage riders to rely on tips as guaranteed income. What matters most is maintaining proper service ethics and delivering the best possible service with every order.”
The Sun Malaysia
