In a bid to cater to a wider range of consumers, Grab is rolling out innovative product features for GrabFood, offering more choices at budget-friendly price points. This strategic move aims to attract budget-conscious individuals who may not typically consider food delivery services for their daily meals.
Making GrabFood More Accessible
Based on internal data, GrabFood has predominantly been used by mid to high-income Singaporeans aged 25 and above. These users rely on GrabFood for casual meals and indulging in spontaneous cravings. To broaden its appeal, GrabFood is introducing affordability features to cater to budget-conscious consumers. Here’s what’s on the menu:
Saver Delivery
Now available nationwide, Saver Delivery allows consumers to opt for a lower delivery fee if they are willing to wait a bit longer for their food. Since January, this feature has saved GrabFood users in Singapore over $7 million in delivery fees.
99c Pre-Order Delivery Pilot
GrabFood is testing a Pre-Order service at over 380 locations, initially focusing on business districts. With Pre-Order, consumers can order lunch, tea, and dinner from a selected list of merchants between 7 days and 90 minutes in advance. By ordering ahead, users pay just 99 cents in delivery fees, with no minimum order requirement. Plus, they can mix and match dishes from different restaurants for a diverse dining experience.
Revamped Group Order
Recognizing that more than 80% of people in Southeast Asia order food delivery for groups, Grab is enhancing the group ordering experience in the app. Upgrades include the ability to join via QR code, set an order deadline, shared order tracking, and smart bill calculation. This makes it easier for friends, colleagues, and family members to share delivery fees and enjoy meals together.
Dine-In Feature
Grab introduces the Dine-In feature, allowing users to explore nearby restaurant deals, read reviews, purchase dine-in vouchers, and even book rides to their chosen restaurants. This feature aims to engage consumers who prefer dining out. Exciting dine-in deals will be available each month.
Budget-Friendly Page
In early 2024, Grab plans to introduce a dedicated Budget-Friendly page, enabling value-seeking consumers to discover GrabFood’s affordable options conveniently. Users can filter options based on their preferred meal and delivery budgets, ensuring they never miss out on fantastic deals and promotions.
