Grab dining, online or not
GrabFood now takes on a new role, catering to the demand for a convenient experience that transcends on-demand deliveries.
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Daily TribuneGrabFood now takes on a new role, catering to the demand for a convenient experience that transcends on-demand deliveries.
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Grab continues to find ways to improve merchant discovery on the app and deliver more value to GrabFood and GrabMart users.(Photograph courtesy of GRAB)
Filipino consumers are increasingly relying on the GrabFood platform for more than just deliveries.
Combining survey insights from Southeast Asian food and grocery delivery users as well as data insights from Grab's platform, the report found that consumer food journeys are shifting to a blend of online and offline experiences.
Amid the resurgence of dine-in culture, nine out of 10 consumers surveyed said they prefer food and grocery brands with an integrated online-to-offline experience.
This was demonstrated by solutions like Self Pick-Up and Dine-In, whose contribution to Grab Philippines' Total Order Volume increased by 3.6 times from 2021 to 2023.
Furthermore, 94 percent of Grab users say they read reviews on the app; 60 percent pre-purchased vouchers online; and more than half placed their orders digitally at tables in restaurants.
Grab Philippines director for deliveries Greg Camacho: "The everyday food journey of Filipino eaters has significantly evolved in the post-pandemic environment. GrabFood now takes on a new role, catering to the demand for a convenient experience that transcends on-demand deliveries. We remain dedicated to innovating solutions that enable our merchant-partners to seamlessly interact with our highly active userbase, enabling them to efficiently adapt to ever-changing consumer behavior."
Another captivating finding from the report is that a staggering 89 percent of Filipino Grab users use the app to discover new restaurants and stores they have never tried before. Food delivery apps are now the second most popular way Filipinos are discovering new F&B outlets — ahead of social networks like Instagram, friends and family, and even food blogs.
Grab continues to find ways to improve merchant discovery on the app and deliver more value to GrabFood and GrabMart users.
This includes a revamped Group Order experience with new functionality such as bill-splitting and dine-in deals that allow consumers to discover new restaurants and pre-purchase attractive in-store deals.
Camacho adds that the latest trends report is one of the many efforts of Grab to share actionable insights with its merchant-partners in a bid to help them better understand their customers and make data-backed decisions for operations efficiency and consumer satisfaction.
