GrabFood – What is, What if, What wows, What works

What is

Grab is a multinational company based in Singapore offering a diverse range of services including ride-hailing, food delivery, and digital payments. Founded in 2012 by Anthony Tan and Tan Hooi Ling, Grab has rapidly expanded its presence across Southeast Asia, becoming a leading super app in the region (Grab Holdings, 2022).

One of Grab’s key service is GrabFood, a food delivery platform available in multiple Southeast Asian countries including Singapore, Indonesia, Malaysia, Thailand, Vietnam, the Philippines, and other Southeast Asian countries. GrabFood enables users to conveniently order food from a wide selection of chain and neighborhood restaurants through its user-friendly mobile application.

With the GrabFood app, users can order food from their favorite chain and neighborhood restaurants. The app shows users the restaurants that are available, their menus, and prices. Users can then place their orders and see how the delivery is going in real time. Delivery drivers work with GrabFood to pick up orders from places and bring them right to customers' doors. (Grab Malaysia, n.d.)

GrabFood works the same way as Uber Eats, DoorDash, and Deliveroo, which are all food delivery systems. The goal of GrabFood is to improve the dining experience for customers, help local businesses, and create jobs for delivery drivers by making food delivery easy and quick. By partnering with restaurants, GrabFood not only helps these establishments reach a broader customer base but also stimulates economic growth in the communities it operates in.

 

What if

What if GrabFood expands its services to include more remote areas or smaller towns where food delivery services are not as prevalent?

In the case that GrabFood does expand its services to include areas or smaller towns where food delivery services are not as prevalent, it could result in market expansion,  since by accessing remote areas or smaller towns, it can open up new markets for GrabFood, increasing its customer base and revenue potential, and it could also result in competitive advantage, which is because by being one of the first food delivery services in these areas, it can give GrabFood a competitive edge and establish brand loyalty, but by expanding , it could also result in logistical challenges, which because delivering to remote areas, it may pose logistical challenges, resulting in a longer delivery times, higher delivery costs, and difficulties in maintaining food quality during transit, but by expanding, there is a risk of GrabFood having limited to no demand, since remote areas may have a smaller population and lower demand for food delivery services, making it financially unviable to operate in those areas.

 

But currently, GrabFood has expanded to several rural cities across Malaysia in an effort to ensure no one is left behind in the digital economy and the results is that by expanding to these rural areas, GrabFood seems to have gotten the position of the number 1 food delivery position in Malaysia.

 

What if GrabFood introduces a subscription-based model where users pay a monthly fee for unlimited deliveries?

In the case that GrabFood does introduces a subscription-based model where users pay a monthly fee for unlimited deliveries, it could result in an increased revenue and a predictable cash flow, since A subscription-based model can provide a steady and predictable stream of revenue from recurring monthly payments, and it could also result in higher customer loyalty, since by offering unlimited deliveries for a fixed fee, it can incentivize customers to use GrabFood more frequently, leading to an increased customer loyalty, but by introducing a subscription based model, it poses a risk to a loss of revenue since by offering unlimited deliveries for a fixed fee may lead to a loss of revenue if the subscription fee does not adequately cover the costs associated with delivery operations, and by expanding, it could also result in a chance for customer abusing the system, since some customers may abuse the subscription model by placing excessive orders to maximize the value of their subscription, which could strain resources and reduce profitability of GrabFood.

 

Bur currently, GrabFood has introduced a subscription model system, which is called GrabUnlimited, which means that the users just have to pay around RM4.90 per month and they would be able to save around RM300 each month, if in the case that they do use their subscriptions to its fullest, and the results of this action has not been publicly disclosed.

What Works

By using Grab Food, users must first download the Grab app and register an account. Users can browse through a wide selection of restaurants. They can then look through the menus of selected restaurants and make an order for delivery. The menu typically includes a variety of dishes, drinks, and special discounts for delivery. Customers can pay for their orders with credit cards, Grab Pay, or cash on delivery. Once the order is placed, the Grab food driver or rider will pick up the order from the restaurant and deliver it to the user’s specified delivery address. Customers may track their delivery status in real time through Grab app (Marcos, 2023).

 

What Wows

 

Grab Food boasts an impressive array of restaurant partners, ranging from local eateries to well-known chains. With such a wide variety of dining options, users can satisfy their diverse tastes and preferences. Users can hide gems in their area through the sheer variety of options available on the platform.

GrabFood's standout feature is real-time delivery tracking. As soon as an order is placed, the user can monitor its progress until it is delivered to their door. It will predict the faster time the food can be served based on location, estimation of food preparation , historical traffic data, delivery distance and more (Zhang, 2020). Users gain confidence in the delivery process and are less concerned about order accuracy and delivery time with this transparency and visibility. Tracking deliveries in real-time is a convenience users appreciate and contributes to Grab Food's wow factor (Grab Malaysia, n.d.).

 

Moreover, Grab food not only has help customer to have hot serve food delivered to them with only just a few taps on the app but also giving chances for restaurant owner to boost up their sales, serving more customer by getting more orders online and maximizing number of deliveries made within a short time, allowing more income to be earned (Balakrishnan, 2021). Grabfood could help as an exposure of these restaurant to customers and advertise their food.

 

The company have also been striving to give the customers for the perfect experience, allowing quick order placement, delivery person pick up the food and the meal reach at customer doorstep with the best condition. They have reduce any inefficiencies from order to delivery, ensuring a seamless order and delivery of food (Zhang, 2020). In this case, the delivery person is guided using the most efficient routes to the drop-off spot, ensuring a faster delivery time.  Overall, these are features that GrabFood has integrated in the system bringing conveniences to both customers and to the merchants.

 

Part	Done By
What is	Lim Jun Na Chong Jess Wynn
What if	Valerie Annabella
What works	Yap Huey Shin
What wows	Tan Qiao Qian Michelle Wong Hei Hui

 

 

 

References

Balakrishnan, R. (2021, April 21). How GrabFood is harnessing technology to overcome the challenge of food delivery in Southeast Asia. Retrieved from Deal street Asia: https://www.dealstreetasia.com/partner-content/how-grabfood-is-overcoming-the-challenge-of-food-delivery-in-southeast-asia

Zhang, W. (2020, March 19). A closer look at Grab's efforts to serve up the ideal food delivery ecosystem. Retrieved from TechInAsia: https://www.techinasia.com/closer-grabs-efforts-serve-ideal-food-delivery-ecosystem

Grab Malaysia. (n.d.). Food delivery & restaurant takeout | GrabFood Malaysia. Grab. https://www.grab.com/my/food/

Marcos, A. R. J. (2023, April 2). Rev Up Your Earnings with Grab: How to Make Money with GrabFood Delivery. https://www.linkedin.com/pulse/rev-up-your-earnings-grab-how-make-money-grabfood-delivery-rj-marcos

GrabFood Malaysia’s Nationwide Expansion Cements No.1 Food Delivery Position | Grab MY. (2023, June 14). Grab. https://www.grab.com/my/press/others/grabfood-malaysia-no-1-food-delivery/#:~:text=GrabFood’s%20position%20as%20the%20leading,partnering%20research%20agency%20for%20Grab.

Grab expands services to rural cities across Malaysia. (2020, September 6). FocusMalaysia. Retrieved May 13, 2024, from https://focusmalaysia.my/grab-expands-services-to-rural-cities-across-malaysia/

Yau, P. T. (2022, April 22). GrabUnlimited Deep Dive – Is It Too Good To Be True? RinggitPlus. https://ringgitplus.com/en/blog/e-wallet/grabunlimited-deep-dive-is-it-too-good-to-be-true.html