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

Grab, Globe at Home tie up to empower Filipinos through fast, reliable internet

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Grab, the leading superapp in Southeast Asia has partnered with Phillippine internet service provider Globe at Home, to make affordable prepaid connectivity solutions more accessible to Filipinos. Through the app’s GrabMart service, the partnership will allow customers to choose from Globe at Home’s selection of internet products and have it delivered directly to their doorstep.

“Being connected is more important now more than ever. Reliable internet connection enables us to enjoy our favorite movies and music, and it also allows us to be productive and attend virtual meetings, as more companies shift to a work-from-home setup. It’s also a necessary instrument for online businesses to grow by reaching a wider audience. Most importantly, being connected allows us to buy groceries and other essentials in the comfort of our living rooms. The partnership between Grab and Globe at Home aims to give Filipinos the chance to enjoy affordable, and reliable internet connection when they need it,” said EJ Dela Vega, Head of Deliveries for Grab Philippines.

With just a few taps using the GrabMart service, customers can now avail of leading internet products such as Globe At Home Prepaid, LTE-Advanced, and Xtreme Prepaid Wifi, which offer instant connectivity perks at affordable prices.

The products can be delivered within a 10-kilometer radius from where customers are and have them delivered right at the doorstep. If customers make a minimum purchase of P900, they can also avail of GrabMart’s Unlimited Free Delivery Promo, which runs until March 31, with code UNLIFREEDEL upon checkout.

Fast Internet Connection

Globe, a leader in internet service in the Philippines offers a wide range of connectivity solutions for everyone. Now available on GrabMart, Globe at Home offers shareable reliable internet solutions for everyone.

The Globe At Home Prepaid Wifi, for instance, provides up to two times stronger internet connection and stronger signal than Globe MyFi for only P999. It’s loadable with affordable data promos and shareable for up to 6 devices.

The new LTE-Advanced Globe at Home Prepaid WiFi is Globe’s fastest prepaid WiFi ever vs. other Globe Prepaid modems. It has doble bilis boosters and is shareable for the whole family for only P1,999.

All-in-one internet TV box Xtreme Prepaid Wifi, meanwhile, allows the home to be an entertainment hub with access to 1,000,000 videos, series, and movies through streaming platforms. It offers high-speed internet powered by Globe LTE, as well as features that let you plug in 2 microphones for a videoke sesh or do things using Google Assistant, and even clear viewing of local TV shows.

Globe at Home offers a variety of prepaid HomeSURF promos, for as low as P99 so the whole family can also enjoy non-stop fun at home.

Both gadgets are easy and quick to set up. Just simply plug and play. That’s Home Prepaid and Xtreme Prepaid WiFi’s reliable connection made easier with Grab and Globe!

“Globe’s home prepaid WiFi sets the bar for broadband not only because of its larger capacity, but more importantly for its affordability and accessibility. We decided to partner with Grab because of the shopping convenience it offers. Customers can order our budget-friendly internet solutions right in the comfort of their homes. All they have to do is browse through GrabMart and choose the package that suits their needs,” said Darius Delgado, Vice President and Head of Broadband Business at Globe.

For more details on the Globe at Home’s prepaid internet products, check out GrabMart or visit https://www.grab.com/ph/mart/.

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)