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Dine-in redefined: Grab reports 15-fold jump in online orders

Grab, the prominent ride-hailing service, has witnessed a notable surge in both its food delivery and dine-in experiences, marking a significant shift in consumer behavior.

According to Grab’s comprehensive Food & Grocery Trends 2023 study spanning from January to June, dine-in orders through the app posted a 15-fold jump, as consumers sought a harmonious blend of online and offline dining interactions.

Grab’s study also highlighted a preference shift among surveyed consumers, with 9 out of 10 expressing an inclination toward food and grocery brands that seamlessly integrate online-to-offline experiences. Self-pickup and dine-in orders tripled in 2023 compared to 2021.

Active user engagement remains a hallmark of Grab’s platform, with 94% of users reading reviews, 60% leveraging pre-purchased online vouchers, and over half opting for digital placement of their restaurant orders.

Intriguingly, food delivery apps have solidified their position as the second most popular avenue for Filipinos to discover new culinary options, surpassing traditional channels such as social networks like Instagram and food blogs.

A noteworthy discovery from the study showed that orders for merienda, placed between 3-6 pm, command the highest basket value. Grab cited the communal trend of ordering snacks during this timeframe, with 87% of Filipinos participating in snacking.

While savory options like burgers, fried chicken, sandwiches, and pasta dominate GrabFood orders, sweets such as cakes, milk tea, and coffee maintain their popularity, ranking among the top 5 most-searched items on the app.

With a return to office spaces, Grab reported a surge in group orders, with a 1.6% increase in the first half of 2023 compared to the same period in 2022. Lunchtime deliveries to workplaces are gaining traction.

In a bid to enhance user experience, the platform introduces bill-splitting as a novel function on the app.

“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. Camacho

Milyonaryo | Latest News