Honestbee announced today that they are ceasing their food delivery service in Singapore as part of an “in-depth strategic review of the business”.In addition, it said that they are also temporarily suspending its laundry service with effect from 20 May 2019 (Monday).These news are in contrast to honestbee’s previous media statement which said that its “status … in the remaining markets (including Singapore) remain unchanged”.According to honestbee, this move was necessary to “optimise the business structure, and to drive better focus and alignment with honestbee’s current strategic priorities.”To add on, approximately 400 delivery bees are affected by this news.Honestbee understands that these ‘bees’ play a key role, so it assured that they will “assist all delivery bees” during this transition.Honestbee also emphasised that its headcount in Singapore remains unaffected.Meanwhile, its grocery delivery service and their physical space — habitat by honestbee — will continue to operate as per normal.New CEO, New Direction?Earlier this month, honestbee saw a change in leadership with founder Joel Sng stepping down from his CEO role.He was replaced by Brian Koo (or Koo Bon-woong), who is a descendent of South Korean electronics firm LG’s founding family.Following this new appointment, Koo has said that he will conduct a business review to focus and align honestbee’s strategic interests and articulate a clear vision for honestbee’s future.Other new appointments include Roger Koh as chief financial officer (the firm previously did not have any CFO role), Victor Chow as chief operating officer, co-founder Jonathan Low as chief technology officer, and Varian Lim as chief of staff.This newly-appointed executive team is “working on future plans to stay relevant and sustainable in today’s rapidly-changing business environment”, according to the firm.Honestbee has been under fire in recent months for its cash crunch issues, and has been making headlines for its global layoff and multiple “temporary pause” in operations and partnerships.It is also rumoured to be in talks with ride-hailing firms Go-Jek and Grab, among other companies in Asia, to sell its company.Featured Image Credit: honestbeeAlso ReadHonestbee Under Fire For “Cash Crunch” Issues: Allegedly In Talks With Grab, Go-Jek For Acquisition