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GrabFood marks one year in Vietnam

Released at: 13:39, 25/05/2019

GrabFood marks one year in Vietnam

Photo: Khanh Chi (VET)

Daily completed orders grew 250-fold from June 2018 to May 2019.

by Hong Nhung

In celebration of GrabFood’s first anniversary in Vietnam, Southeast Asia’s leading super app Grab announced on May 23 that its on-demand food delivery service has earned Vietnamese consumers’ vote as the most popular food delivery platform for seven consecutive months, since October last year.

Thanks to strong support from consumers, this phenomenal milestone was achieved within only four months of GrabFood’s official launch in Vietnam, in June last year.

On top of being the most popular food delivery brand, market research conducted by Kantar Worldpanel also showed that the proportion of Vietnamese consumers in Ho Chi Minh City and Hanoi who chose GrabFood as their most-often used food delivery brand grew from 48 per cent in October 2018 to 81 per cent in April 2019.

Daily completed orders grew 250-times from June 2018 to May 2019, and it expanded to 15 cities and provinces in Vietnam in January, from just one, Ho Chi Minh City, in June 2018.

“We have moved beyond just a ride-hailing app in Vietnamese consumers’ minds, and truly serve their essential daily needs as an everyday super app,” said Mr. Jerry Lim, Country Head of Grab Vietnam. “More than 80 per cent of surveyed consumers in Vietnam choosing GrabFood as their top-of-mind brand is a strong vote of confidence. We are happy to have made a difference, making on-demand food delivery an integral and indispensable part of Vietnamese people’s lives, just like e-hailing.”

To celebrate its one-year anniversary with consumers, Grab also announced that it will co-create a wider variety of “GrabFood Signature” menus with food merchant partners to better satisfy consumers’ cravings.

Food and beverage menus can be offered exclusively on the GrabFood platform to bring more exciting surprises to consumers, while merchant partners can better understand consumers’ cravings and cater to their needs. This will not only help enhance the efficiency of individual food businesses, but most importantly also encourage the whole F&B industry to constantly develop new food items that can satisfy today’s consumers’ cravings as much as possible, ultimately leading to higher business revenue and growth.

“We continuously strive to provide greater value add to our food merchant partners, as their success is important to us,” said Mr. Lim. “We started GrabFood to empower these offline food merchants to come online so they can better reach out to today’s highly mobile and digital consumers. There’s a lot more we can offer to merchant partners through technology.”

“In the past, a food merchant would develop his or her own food menus, pre-order the ingredients, wait for in-store orders, and then whip up the dish. Often, most didn’t track what was the most popular order of the day, while ingredients could go to waste if there’s no take up rate for certain food items. Today, with a digital shopfront on GrabFood, they have greater visibility of top or least-ordered food items, what consumers order during peak versus non-peak hours, trending food items, or whether adding a food visual will attract more orders, and more. These insights have helped tremendously in boosting the revenues of GrabFood’s merchant partners and at the same time benefited consumers by having food offerings that best suit their taste and cravings.”

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