Filipinos increase adoption of online-to-offline dining solutions: Grab 2023 Report

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• The Grab Food & Grocery Trends 2023 report sheds light on the evolving consumer behavior on delivery apps in the post-pandemic era

• Among the highlights of the report is the growing dependence of Filipinos on delivery apps to discover restaurants and stores.

Grab recently published the Southeast Asia (SEA) Food and Grocery Trends 2023 report, identifying trends and shifts in how consumers are ordering food and groceries online in the post-pandemic era. The report found that while Filipino consumers are ordering more than before, they 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, 9 out of 10 consumers surveyed said they prefer food and grocery brands with an integrated online-to-offline (O2O) experience. This was demonstrated by solutions like Self Pick-Up and Dine-In, whose contribution to Grab Philippines’ Total Order Volume increased by 3.6x from 2021 to 2023. Furthermore, 94% of Grab users say they read reviews on the app; 60% pre-purchased vouchers online; and more than half placed their orders digitally at tables in restaurants.

“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,” said Grab Philippines Director for Deliveries Greg Camacho.

Another captivating finding from the report is that a staggering 89% 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.

The report also highlighted the following consumer trends and recommendations for food and mart merchants:

• Filipinos Go Big for Christmas: Filipinos do love the holidays, especially Christmas. The trends report shows that GrabFood orders increase gradually starting as early as two weeks before the beloved celebration. Topping the list of top items ordered are catering sets, whole cakes, bakery and pastries, and frozen yogurt.

• Subscriptions drive more and larger orders: GrabUnlimited subscribers spend 3.1x more per month and order 2.4x more frequently per month compared to non-subscribers.

• Don’t overlook the Merienda opportunity: While lunch may be the most popular time for orders, Merienda orders between 3 to 6pm have the highest basket value, as people tend to order snacks in groups. In fact, 87% of Filipinos said they are likely to snack during this time.

• Growing eco-consciousness: 44% of consumers in the Philippines say they are willing to pay more for sustainable brands, and 96% are more likely to support brands with sustainable practices. As consumers make more eco-conscious choices, brands can get a headstart by reducing packaging, whether by removing extra layers, or opting for natural materials such as banana leaves.

• Savory Food Top List of Most Popular Orders: In 2023, Filipinos enjoyed an array of tantalizing flavors, with burgers, chicken sandwiches, fried chicken, and pasta reigning as the top orders on GrabFood. Nevertheless, sweets continue to attract interest among foodies, with cakes, milk tea, and coffee securing their spots in the top 5 most-searched items.

• Group Orders on the rise with more workers back in the office: Group Orders on Grab were 1.6x higher in the first half of 2023 compared to the same period in 2022. Most popular at lunchtime and for deliveries to workplaces, merchants can tap into this office lunch crowd by offering bundled deals during this peak time.

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.

GCash partners with Grab Philippines for easy, hassle-free direct cashless payment option

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GCash, Grab Philippines join forces for more convenient transactions. Grab users can use GCash to pay for the leading superapp’s services by February

As the country’s leading mobile wallet GCash partners with Grab Philippines, the country’s leader in transportation and deliveries, paying for your ride and food orders will soon be easier and hassle-free.

The landmark partnership will give Grab users access to the easiest, most convenient, and secure cashless transactions when they add GCash as a direct payment method on the Grab app. GCash will be officially available as a mode of payment on the Grab platform by February.

Through this partnership, users can simply choose GCash as their payment method, and pay cashless for GrabCar, GrabFood, GrabMart, GrabExpress and other Grab services with just a few taps on their smartphones. Moreover, this partnership enables users to avoid transfer fees which go as high as Php 50.

GCash and Grab Partnership Launch: GCash and Grab mark their milestone partnership with GCash available as a direct payment option in the Grab app by February.

(L-R) GCash Chief Marketing Officer Neil Trinidad, GCash Head of Commercial Sales and Operations Luigi Reyes, GCash Chief Commercial Officer Ren-Ren Reyes, GrabFin Philippines President Martha Elaine Borja, Head of GrabPay Philippines Cris Alcaraz, and Grab Philippines Country Marketing Head Justine Anne Aruta

“With this partnership, we once again realize our commitment to make the lives of Filipinos better each day by delivering a more convenient, secure, and cost-efficient way to pay for their rides and food and grocery deliveries. We look forward to this partnership and we will continuously innovate and build more partnerships that will improve the lives of the Filipinos”, said GCash president and CEO Martha Sazon.

To make their cashless transactions more convenient and rewarding, customers of Grab also get to avail of GCash exclusive deals, and get special treats when they pay for their transactions using GCash.

Country Head of Grab Philippines Grace Vera Cruz shared, “Grab Philippines is dedicated to empowering our stakeholders in a digital-first economy, and key to this is driving a deeper and wider cashless adoption in the country. With more Filipinos transacting via cashless means, we are accelerating our prospects of digital transformation. We look forward to collaborating with like-minded partners such as GCash on this agenda, and we are optimistic that through this partnership, we can improve the lives and livelihoods of many of our kababayans, while building a cashless, digital-first economy for all Filipinos.”

Grab is Southeast Asia’s leading superapp for ride hailing, food delivery, and on-demand grocery delivery. It touts strong foothold in markets like the Philippines, Thailand, Singapore, Malaysia, Indonesia, and Vietnam. Prior to this development, GCash and Grab have already established a strategic collaboration. Their initial partnership has provided Filipinos safe, seamless, and secure digital experience by allowing users to transfer money from their GCash wallet to their GrabPay wallet, and vice-versa.

Building on GCash and Grab’s shared mission of addressing Filipinos’ daily needs, this partnership also helps in creating a more cash-lite and digitally driven economy.

As part of its vision of achieving “Finance for All”, GCash will continue to innovate and establish partnerships to offer affordable, convenient and safe services – making Filipino lives better every day and beyond, in the new normal.

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About GCash

GCash (G-Xchange, Inc.) is the #1 Finance App in the Philippines. Through the GCash App, 71M registered users can easily purchase prepaid airtime; pay bills at over 1,600 partner billers nationwide; send and receive money anywhere in the Philippines, even to other bank accounts; purchase from over 5.2M partner merchants and social sellers; and get access to savings, credit, loans, insurance and invest money, and so much more, all at the convenience of their smartphones. GCash is a wholly-owned subsidiary of Mynt (Globe Fintech Innovations, Inc.), the first and only duacorn in the Philippines.

GCash was recognized by The Asian Banker (TAB) and by the IDC in 2021 for its outstanding digital financial inclusion programs.

About Grab

Grab is Southeast Asia’s leading superapp based on GMV in 2021 in each of food deliveries, mobility and the e-wallets segment of financial services, according to Euromonitor. Grab operates across the deliveries, mobility and digital financial services sectors in 480 cities in eight countries in the Southeast Asia region – Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. Grab enables millions of people each day to access its driver- and merchant-partners to order food or groceries, send packages, hail a ride or taxi, pay for online purchases or access services such as lending, insurance, wealth management and telemedicine, all through a single “everyday everything” app. Grab was founded in 2012 with the mission to drive Southeast Asia forward by creating economic empowerment for everyone, and since then, the Grab app has been downloaded onto millions of mobile devices. Grab strives to serve a double bottom line: to simultaneously deliver financial performance for its shareholders and a positive social impact in Southeast Asia.