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.

Pinoys love their Nanays: GrabAds insights show how busy Filipinos get around Mother’s Day

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The GrabAds SEA Mother’s Day Insights Report 2023 showcases how the leading superapp helps its users create special moments with their moms during the beloved holiday

Having close family ties is one of the hallmarks of Filipino culture. Hence, it comes as no surprise that holidays celebrating the family unit are much beloved in the Philippines. Among the most anticipated is Mother’s Day – and insights from GrabAds, the advertising arm of the leading superapp, show that Pinoys do get busy creating special moments for their nanays every second Sunday of May.

The GrabAds SEA Mother’s Day Insights Report 2023 gives brands and consumers a clear picture of how Grab – with its portfolio of convenient, reliable services like GrabFood, GrabMart and GrabExpress – enables and empowers users to create extra-special Mother’s Day celebrations for their moms.

Here are some interesting insights from the report!

1. Filipinos plan for Mother’s Day

Filipinos take Mother’s Day celebrations seriously. In fact, 88 percent of Grab users in the Philippines have already come up with plans specific to Mother’s Day 2023^[1]. The respondents look forward most to gathering their families, ordering food online, and going out for a meal together with their loved ones and, of course, their inays.

2. Filipinos order food and ship out items a lot more on Mother’s Day

GrabAds insights also show that Filipinos are happy to create special dining experiences at home as they tend to order more on the second Sunday of May. In 2022, GrabFood orders rose by 25 percent on Mother’s Day versus the average number of food orders across all Sundays of April^[2]. The most expensive GrabFood order on Mother’s Day last year was a Php 7,000 steak set^[3] –  a much-deserved treat for the family!

Padala items also tend to be on the road more during Mother’s Day. For instance, last 08 May 2022, there were 37 percent more GrabExpress Deliveries versus the average Express Orders on the Sundays of the month prior^[4]. Indeed, no distance is wide enough to stop the simple thank yous and love yous Filipinos wish to express to their moms.

3. Filipinos enjoy ordering on-demand gifts on Mother’s Day

Gifts overflow during Mother’s Day, too! 8 out of 10 Grab users in the Philippines plan on buying their moms a gift, and 82 percent of these are keen on buying a gift from Grab^[5]. Among the most popular choices on GrabFood and GrabMart during Mother’s Day last year were cakes and pastries, flower bouquets, and home and kitchen appliances. Chocolate, ube, and fresh fruit reigned supreme as the top preferred cake flavors^[6].

Truly, with reliable and convenient on-demand delivery services like GrabFood and GrabMart, gifts no longer come with the usual long queues, heavy traffic, and aisle-to-aisle exploration in-store. 

“Mother’s Day remains to be one of the most important gifting occasions in Southeast Asia. Our GrabAds report shows a surge in user activity one week before the day itself, across the region, as people start looking for ways to make this day extra special for their loved ones," said Jennie Johnson, Head of Regional Marketing, GrabAds. “This Mother’s Day, merchants and brands across the region have the opportunity to connect with consumers looking for the perfect gift for their mom via superapps like Grab”

Creating a special Mother’s Day celebration should be easy and hassle-free –  and Grab makes sure of this. With the wide merchant selection and reliable on-demand delivery services of both GrabFood and GrabMart, you can easily pick and order mom’s faves for an intimate family dinner; or even include special add-ons just to express how much you treasure her. Tip: Check out the promo code MAMAMART on GrabMart and ILYMOM on GrabFood on May 14, 2023!

 

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ABOUT GRABADS

Established in 2018, GrabAds has evolved to become an integrated advertising solutions provider which provides advertisers with multiple channels, such as in-app advertising, branding and product sampling via the Grab ecosystem, for building awareness, engaging audiences and triggering action across the Grab platform. Through its advertising and technology capabilities, GrabAds aims to help people discover, engage, and connect with the best businesses in Southeast Asia. For more information, visit GrabAds For Business

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^[1] In-app survey data from 1,798 active Grab users in the Philippines in 2023.

^[2] Grab Internal Data; comparing Mother’s Day GrabFood orders to the average food orders of four Sundays in April 2022.

^[3] Grab Food & Grocery Trends Report 2022

^[4] Grab Internal Data; comparing Mother’s Day GrabExpress orders to the average Express orders and order value of four Sundays in April

^[5] In-app survey data from 1,798 active Grab users in the Philippines in 2023

^[6] Grab Food & Grocery Trends Report 2022

GrabFood teams up with Riot Games for VALORANT Champions Tour Pacific League 2023

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● GrabFood is the official Online Food Delivery Partner for the Philippines of the VALORANT Champions Tour Pacific League 2023

● GrabUnlimited subscribers in the Philippines get exclusive access to the Unli-Buhat Challenge where they can win a trip to the finals week of the esports event in May

GrabFood partners with Riot Games for VALORANT Champions Tour Pacific League 2023, making it the official Online Food Delivery Partner of the esports event in the Philippines.

The highlight of the partnership is the GrabUnlimited (GU) Unli-Buhat Challenge, where four lucky players and their chosen companions get the experience of a lifetime: a trip to Seoul, South Korea to witness the VALORANT Champions Tour (VCT) Pacific League 2023 during the finals week happening in May.

Grand winners of the challenge are going to receive round-trip tickets for two, accommodation allowance, and exclusive backstage and event passes. To get started, participants can visit the “Challenges” icon on the Grab app and select “Unli-Buhat to VCT Seoul.” Once the details have been reviewed, they can click the “Accept Challenge” button and start ordering on GrabFood for a chance to win a spot on the special trip.

GrabUnlimited gives gamers the ultimate sulit hack – offering an everyday free delivery fee as well as exclusive food deals. Depending on their gaming and food cravings, they can pursue the Unli-Buhat challenge and make the most out of their GrabFood experience. The Unli-Buhat Challenge is open to all GU subscribers until 15 April 2023.

Grab Philippines Director for Deliveries Greg Camacho shares:

“We are happy to partner with Riot Games for VCT Pacific League 2023 as we offer GrabUnlimited – our ultimate sulit delivery hack – to all gamers who depend on reliable delivery services. With GU, VAL players and all other esports athletes can focus on winning and leveling up – no more pausing the game to prep food cravings. So to all up-and-coming esports champs, just keep your head in the game and let GU cover all your food delivery needs. Make the most of your gaming experience with GrabUnlimited.”

Participants of the GrabUnlimited Unli-Buhat Challenge can also win surprise VALORANT in-game items like sprays, gun buddies, and player cards. In-game items will be awarded on March 31, while the grand prize winners will be announced on April 22. Winners will be notified via email and the Grab App message inbox.

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ABOUT GRAB

Grab is a leading superapp in Southeast Asia, operating across the deliveries, mobility and digital financial services sectors. Serving over 500 cities in eight Southeast Asian countries - Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam - Grab enables millions of people everyday to order food or groceries, send packages, hail a ride or taxi, pay for online purchases or access services such as lending and insurance, all through a single app. Grab was founded in 2012 with the mission to drive Southeast Asia forward by creating economic empowerment for everyone, and strives to serve a triple bottom line: to simultaneously deliver financial sustainability and have a positive social and environmental impact in Southeast Asia

GrabFood Has Exciting Lent-Friendly Food Choices That You’ll Actually Crave All Year!

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Lent-friendly options from vegetarian, vegan, and pescetarian food will be easily accessible on GrabFood for those observing the season

With many Filipinos currently observing the 40 days of Lent and preparing for Holy Week, this means paying much closer attention to our meal selections for many of us. And along with the challenge of temporarily abstaining from our favorite indulgences, trying to figure out what to eat and serve on the table can also be quite difficult. But fret not—GrabFood has got you covered, even throughout the Lenten season!

With GrabFood’s wide selection of sulit, delicious, Lent-friendly meals, you can easily stick to your fast and help curb your craving. Simply tap on the Lenten Choices icon on GrabFood and order away!

Different Cuisines

It may be the season to remove meat from your diets for a little while, but that surely doesn’t mean you can’t enjoy a great meal either. With cuisines ranging from Japanese, Greek, to Italian and even more, GrabFood has a wide diversity of cuisines to choose from ranging from sulit-busog options, to hearty indulgences. Whatever your craving may be during this time of the year, eat light with gastronomic favorites Tim Ho Wan, Cyma, Peri-Peri, and Tokyo Tokyo all on GrabFood.

Salt & Pepper Shrimp, Fish Fillet with Tofu, & Fishball with Noodle Soup from Tim Ho Wan

Healthier, Greener Options

For health buffs and for those wanting to start a greener diet, how about some healthy and refreshing ways to cleanse your palate during the Holy Week, whether as a starter, a great side dish, or the tasty main event of your meal? And listen—salads aren't just piles of boring leafy greens; they can be so much more, and GrabFood shows you just how many ways you can stock up on nutrition while still enjoying your greens! 

Take your pick from GrabFood’s available list of restaurants featuring the freshest fruits and vegetables in town like Something Healthy, SaladStop!, and Juju Eats. You can even choose among meatless options in places such as Goldilocks, with lighter options such as their fresh lumpia and meatless laing! 

And even more to look forward to – Something Healthy and Healthy To Go will both be open for 24 hours for the duration of Holy Week – giving you the option to satisfy those late-night cravings whenever they come around!

Quinoa Gold Salad from Juju Eats, Thai Chicken from Something Healthy 

Fresh Lumpia from Goldilocks

Hearty Soups and Meals

Switch things up and order a meatless yet very satisfying meal for Lent, with both vegetarian and seafood soups available on GrabFood. GrabFood features slurpable, soothing soups guaranteed to suit all tastes, alongside other Lent-friendly dishes, with partner restaurants such as Sen-Ryo Philippines, Manna, and Pho Hoa.

Fried Rice Paper Rolls

Chili Shrimps with Rice from Pho Hoa

Towering, Delicious Sandwiches

Packed with flavors and a nutritional punch, a sandwich has always been a classic and convenient way to get all your desired flavors in just one grab! 

Not only can they be filling and offer a nice change from the ordinary, but they are also especially versatile as the ingredients you can experiment and fill sandwiches with are virtually endless! Experience this first-hand on GrabFood, with the tastiest sandwich choices from Subway, Banh Mi Kitchen, and Route 27 Gourmet Sandwiches. 

Seafood Galore

Seafood has long been a classic guilty pleasure for many Filipinos – and luckily for us, seafood is considered Lent-friendly! Whether you’re looking for scrumptious shrimp, savory crabs, easy-to-eat sushi, or nutritious fish meals, seafood will make sure you get a satisfying meatless yet protein-packed meal in time for Lent! 

For those wishing to get their seafood mix, Kuya J’s Restaurant, Dampa Express, and Red’s Fish Heads all have dishes you can dine on heartily during the holy season. 

Bilao Shrimp from Dampa Express & Grilled Scallops from Kuya J’s 

A Dessert Light on the Tummy and the Soul

The perfect Lenten meal wouldn’t be complete without something sweet to top it off. For most of us always craving for delectable desserts following a hearty meal, Grab ensures this craving will be met while still remaining sinless and suitable for the Lenten season!

Let refreshing milk tea beverages from Hey Henry!, and sweets from Forget Me Not Cafe cap off your day on a soothing and relaxing note, only on GrabFood.

No matter the season or craving, GrabFood is the greatest go-to app for culinary adventurers. Plan out your everyday Lent meals with GrabFood's sulit Lenten Choices, featuring dishes from merchants such as Bowlsome, Mean Greens, Manna, Go! Salads, and more!

In observance of Lenten Season and Holy Week, please be guided with GrabFood’s merchants’ operating hours from April 1–4:

● April 1 (Maundy Thursday): Regular hours (10 AM–8:30 PM)

● April 2 (Good Friday): Closed

● April 3 (Black Saturday): Regular hours (10 AM–8:30 PM)

● April 4 (Easter Sunday): Regular hours (10 AM–8:30 PM)

For more information on the operating hours of GrabFood merchants for Holy Week, you may also visit the GrabFood app.

About Grab

Grab is the leading super app platform in Southeast Asia, providing everyday services that matter to consumers. Today, the Grab app has been downloaded onto over 214 million mobile devices, giving users access to millions of drivers, merchants, and agents. Grab offers a wide range of on-demand services in the region, including mobility, food, package and grocery delivery services, mobile payments, and financial services across 397 cities in eight countries. 

(www.grab.com)