Grab Philippines Aims to Exceed Last Year's Holiday Performance with Enhanced Service Strategy

 Let me share my Grab story.  Grab Philippines has truly made daily commutes more convenient and secure. Personally, I rely on Grab for my ride home because I feel safer with a trusted driver. Unlike traditional taxis, where I often feel uneasy and prefer to keep to myself, Grab allows me to travel comfortably without the pressure of making small talk. With Grab’s professional drivers, I can enjoy a peaceful, uninterrupted ride, which helps me unwind after a long day. It’s comforting to know that Grab prioritizes rider security and respects individual preferences, making every trip feel reliable and stress-free. 

Grab Philippines  is gearing up to surpass its holiday performance from last year, according to Country Head Ronald Roda. The leading superapp has been developing a comprehensive strategy to enhance reliability, accessibility, and safety as demand skyrockets in the final two months of the year.

 

Historical data shows that Grab Philippines experiences at least a 19% increase in daily transacting users for its ride-hailing services every last quarter of the year, with the number of ride bookings growing by up to 45% in the second and third weeks of December. For its deliveries business, demand rises by 20% on key holiday dates, with a recent survey by the brand revealing that 44% of Grab Philippines users rely on the app for their festive meal deliveries. 

Grab Philippines Country Head Ronald Roda, together with Director for Mobility EJ Dela Vega and Director for Deliveries Greg Camacho, shares the strategy of the leading superapp to offer a better experience for app users amid the holiday demand growth

 

Grab Philippines Country Head Ronald Roda shares, “Our data and studies all lead to a singular insight: Filipinos just wish to be present this Christmas – fully engaged with families and friends as they celebrate the most beloved holiday. Grab aims to bring our kababayans much closer to their loved ones, and help them create special moments this holiday season.”  The yearning to be together every holiday is underpinned in Grab’s Holiday Trends study, indicating that Filipinos attend an average of four gatherings in celebration of Christmas and New Year. 

 

The brand emphasizes that being a reliable and accessible platform is no easy task. "For some, the holiday season lasts two or three months. For Grab, it is a journey that spans over 10 months when you consider all the preparations done leading up to the season. We have been preparing since January of this year — working with our regulators towards a more balanced demand and supply, and launching a series of technologies to provide our consumers with a better holiday experience," Roda adds. 

Strengthening partnerships to meet demand

While demand during peak times may inevitably outstrip current supply, the leading superapp remains optimistic that its service reliability this year will be much improved in comparison to the previous holidays.

 

Roda expresses the platform’s gratitude to the Land Transportation Franchising and Regulatory Board (LTFRB) for its continued openness and supportive efforts. With the release of new TNVS slots in August, Grab has been onboarding new driver-partners – a process that can take up to three to five months. 

 

Besides the challenge of demand and supply imbalance, Grab is also looking after the potential impact of holiday-induced traffic congestion on the earnings and productivity of driver-partners. Historical data of the platform show that drivers, on the average, will need to spend 14% more time for the same trip distance for most of the December holiday rush. 

 

"While we continue to prioritize the accessibility of our services, we are also closely monitoring the fairness of our fares to ensure that our driver-partners can earn sustainably and viably this holiday season. By ensuring this, we hope to encourage more drivers to continue serving our passengers in spite of the traffic situation, helping maintain service reliability on our platform,” Roda notes. “The holidays are also crucial for our driver-partners, and we are committed to helping them capitalize on the increased demand to attain sufficient, if not above-par earnings, for themselves and their families.”

 

Grab assures users that fares will stay fair, in line with the regulatory matrix implemented by the LTFRB. To aid in maintaining the accessibility of its ride-hailing services, Grab has also expanded the coverage of its GrabUnlimitedsubscription service, which now includes an everyday 8% discount on GrabCar rides. Furthermore, as part of its affordability commitment, Grab has launched GrabCar Saver – an affordable mobility solution that is cheaper than a standard GrabCar ride. 

 

The leading superapp has also recently launched its Group Rides feature, which not only maximizes the utilization of its fleet through the carpooling model, but also efficiently lowers down fares by allowing groups of four to share their ride’s base fare. 

 

Harnessing Technology for an Elevated Holiday Grab Experience

Leading to the holidays, Grab has also introduced several new features that improve access to rides and food deliveries for Filipino consumers.

 

This lineup of new technologies includes Advance Booking, which guarantees on-time rides to the airport that can be booked up to seven days in advance—a perfect solution for holiday travelers.

 

In line with its commitment to affordability, Grab has also introduced a number of new features. The GrabFood Group Order feature facilitates collective meal orders for families and friends, offering escalating discounts that can go as high as 15% as the number of participants increases. 

 

GrabFood Saver helps users save on delivery fees, while the Large Orders option allows for ordering larger quantities of food and essentials for group celebrations, complete with special deals. These features are designed to effectively manage the expected growth in delivery demand during the Christmas season.

 

“Many of our kababayans are looking forward to spending the Holidays with their loved ones, and we are aware of their expectations of us during this season. With that, we have devoted our time, effort, and expertise to elevate their Grab experience - allowing every Filipino to be more present this yuletide season,”  Roda said.

Grab Fuels Romance and Celebrations: Record Bookings and Orders Mark Valentine's Day Success in the Philippines

Delivering on its promise of safe, reliable, and value-driven transportation and on-demand deliveries, Grab proved to be an effective wingman for Filipinos last Valentine’s Day. Thousands of Filipino couples relied on GrabCar, GrabFood and GrabMart to create their own unique and special kilig celebrations. 

 

This Feb-ibig trend enabled the leading superapp to fulfill its highest number of bookings for GrabCar in 2024. Furthermore, GrabFood and GrabMart have both completed record-high number of orders since their respective launches in the Philippines, observing a significant increase in demand not only in Metro Manila but also in cities beyond the capital on February 14, 2024.

 

Grab Philippines Chief Operating Officer Ronald Roda emphasized Grab’s unique position as a leading superapp and its capacity to meet consumer demand for above-par services. “It is a rare opportunity for a company to be a part of thousands of stories being created by consumers. To be able to power plans around special moments is a responsibility we gladly take. And we fulfill this by leveraging our state-of-the-art technology and platform, and expansive ecosystem of merchants-, delivery-, and driver-partners – empowering every consumer to grab the day with every meal delivered and destination reached,” Roda notes. 

 

To Pag-Ibig and Beyond: Going Around with Pangga Safely and Conveniently

Romance was not only in the air – it was on the road, too. Filipinos were out and about more last Valentine’s Day. This was demonstrated by a sustained peak in demand throughout Valentine’s week for Grab’s transport services. Among those who booked a GrabCar on Heart’s Day is X-user S, who joins the league of couples with dating-app success stories after capping off the night with a safe and convenient ride home with Grab.

 

Grab has just recently made its ride-hailing services accessible to more Filipinos with the launch of GrabCar Saver, a more affordable transport option on the Grab app. For a slightly longer waiting time, GrabCar Saver passengers can enjoy fares that are up to 15% cheaper than a regular GrabCar ride.

 

Sugar, Spice, and Everything Nice: On-Demand Kilig Dining

The recent Grab Food & Grocery Trends Report revealed that Valentine’s Day is one of the busiest holidays on the Grab platform, with a peak in demand continuing for up to five days following the actual holiday. Sweets and pastry shops on GrabFood were in for a [sugar] rush as top orders on the platform were cupcakes, whole cakes, ice cream and desserts, and baked goods and pastries. GrabMart also played a crucial role in keeping the romance alive by meeting the high demand for top orders such as flowers, meat, wine, and homeware. 

 

Grab’s Dine-In feature has also experienced a surge in voucher purchases on Valentine’s Day. Serving as a digital foodie guide, Dine-In effectively helps customers in discovering restaurants within their vicinity, while also providing them a suite of exclusive discounts that they can claim during their actual dine-in transaction. “It’s easier and more convenient to turn plans into actual dates through superapps like Grab – not to mention the cost-effectiveness it offers. With the savings I got through Dine-In, I was able to make my date with my partner more special by adding a few more additional twists to our celebration,” shares college student Pat. 

 

In addition to the reliability and efficiency of its platform, the increased demand on Grab is also attributed to its viral video that highlights some real-life experiences of those who rely on superapps. The video, titled "Kwento Mo, Gawin Nating Totoo" garnered over 30 million views and 500,000 social engagement –  a reflection of its strong resonance with Filipino viewers. The online video, which was produced with award-winning creatives agency Gigil, illustrates how Grab serves as an effective partner in making things possible for every Filipino moment maker, helping them overcome challenges such as the need for instant gifts and last-minute planning.

The Grab Food & Grocery Trends 2023 Report

 

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. 

 

Grab Philippines Director for Deliveries Greg Camacho said, “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.” 

 

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 Filipinossaid 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. 

 

GrabShare makes the same convenience and reliability of GrabCar more accessible and affordable for the Filipino commuter

Grab Philippines officially brings GrabShare to more cities in Metro Manila. The carpooling service – which had its pilot run in Makati, BGC, Manila and select areas in Ortigas in 2022 – is now also available in Mandaluyong, Pasig, San Juan, Pateros, and select areas in Paranaque and Quezon City. 

 

GrabShare makes the same convenience and reliability of GrabCar more accessible and affordable for the Filipino commuter. With GrabShare, passengers can enjoy as much as 30 percent lower fares on Grab. The service’s passenger-matching feature was also further optimized to ensure that the party is headed in the same direction to avoid surprise detours, hence improving overall shared-ride duration. 

Grab Philippines Senior Director for Strategy and Operations Ronald Roda shares:

“Every Filipino deserves unfettered access to safe, reliable, and more affordable means of transportation, and we are fully committed to help make that a reality for everyone. We are optimistic that as we expand GrabShare’s service areas to more cities in Metro Manila, we are staying true to our commitment – continuing to play an active role in providing a better mobility experience for everyone.”

The leading super app is also working on bringing GrabShare to cities outside of Metro Manila. With the growing availability of the service, Grab Philippines reminds its passengers to continue practicing health and safety protocols while on the road. This includes the wearing of face mask and regular hand sanitation

GrabScholar is set to aid around 300 young Filipino students and 150 adult learners

Grab Philippines strengthens its GrabForGood social-impact agenda in the education sector with the launch of GrabScholar – a three-pronged scholarship program facilitated with online human-skills school BagoSphere. GrabScholar covers full-time college scholarships in partnership with PHINMA Education, bursary support for educational requirements, and a career acceleration program for aspiring Business Process Outsourcing (BPO) professionals with BagoSphere. 

 

GrabScholar ladders up to Grab’s broader GrabForGood agenda which is geared at creating a positive impact on local communities through Grab’s technology and platform. Grab Philippines has launched other social-impact projects like its basic digital literacy program with Microsoft for driver-partners, and financial literacy program with the International Finance Corporation for small businesses.

 

Aimed at helping democratize access to educational opportunities here in the Philippines, GrabScholar will be supporting six full-time college students with four-year merit-based scholarships; 300 elementary and high school students with a one-time bursary for school supplies, books, and uniforms; and more than 150 adults with the Ateneo Center for Educational Development (ACED)-BagoSphere BPO Fellowship Program (BBF). The program is open to everyone, including Grab’s own driver-partners, merchant-partners, and their families. 

 

Country Head of Grab Philippines Grace Vera Cruz shares: 

“Many of our kababayans still lack access to necessary resources to attain their educational goals – and in many ways, this has impacted their growth opportunities. As a company that strives to empower every Filipino toward a better life through our platform and technology, we are embarking on this meaningful endeavor, GrabScholar, together with our partners from BagoSphere and PHINMA Education, to offer inclusive educational opportunities to Filipinos who are eager to change their lives for the better.”

 

GrabScholar: College Scholarship

Grab Philippines and PHINMA Education are accepting applications for the GrabScholar: College scholarship grant until February 03, 2023. After a rigorous assessment process with both Grab and PHINMA Education, six students will be selected and granted a full four-year scholarship at any of the partner PHINMA Education affiliate schools: St. Jude College, Republican College, Rizal College of Laguna, Union College of Laguna, and University of Iloilo. The grant covers tuition fees and miscellaneous fees, and also entitles the grantee to allowance and school supply support. 

 

Country Head of PHINMA Education Philippines Christopher A. Tan shares:

“Throughout the past 18 years, PHINMA Education has catered by intent and design to the underserved youth — students whose families live on less than 300 USD per month, who, despite the odds, are often the first in their families to go to college. While we provide the Hawak Kamay Scholarship Program to around 60% of our students, GrabScholar will empower even more underserved youth to lift their families out of poverty. This school year, we were fortunate enough to gain the trust of more than 124K students. While it is the highest enrollment in our history, our mission does not stop there. This partnership with Grab Philippines and BagoSphere showcases how collaboration among like-minded organizations will allow us to reach more students and make even more lives better through education.”

 

First-year college students currently enrolled for academic year 2022-2023 are eligible to apply. They must have a GPA of at least 88 or 1.5  in the first semester to qualify. Interested applicants may visit this link for more information on other requirements and qualifications. 

 

GrabScholar: School Expenses Aid

The GrabScholar program is also intended to aid young Filipino students acquire essential items for their schooling. In light of this, Grab Philippines will be providing one-time financial assistance to 300 elementary and high school students for eligible expenses such as school supplies, books and uniforms. Through GrabPay, the leading superapp will be reimbursing the awardees’ eligible expenses which can go as high as Php 2,500. 

 

Grab Philippines is accepting applications for this aid until February 17, 2023. The GrabScholar: School Expenses Aid webpage contains more information on this program. 

 

GrabScholar: BPO Skills Training

Promoting inclusivity, the GrabScholar Program also offers educational opportunities for Filipinos aspiring to be BPO professionals. GrabScholar’s BPO Skills Training offers more than 150 scholarships for the four-month Ateneo Center for Educational Development (ACED)-BagoSphere BPO Fellowship Program (BBF). It consists of a one-month intensive online training with a live coach and three months of job placement and mentoring support. 80 percent of the program’s graduates land a job in various leading BPOs in the country after finishing the course.

 

Group CEO of BagoSphere Zhihan Lee shares:

“As we continue to witness the rapid advancements in AI technology, it's becoming increasingly clear that it will play a transformative role in the way we work. At BagoSphere, we believe that all individuals, across all industries, will greatly benefit from learning how to navigate a digital landscape and build transferable human skills to increase their employability. Additionally, it's important to note that AI can augment human skills, but it cannot replace them. In partnership with our BPO employer partners, Ateneo Center for Educational Development, PHINMA Education, and Grab Philippines, we are thrilled to invest in upskilling Filipinos and equipping them with the tools they need to thrive in the digital age."

 

Applicants must at least be 18 years old and should have at least earned their high school diploma following either the old or K-12 curriculum. Qualified candidates may visit this page for more details on the program. Applications may be submitted until February 17, 2023. 

 

BagoSphere is an online human skills school for job seekers and professionals that collaborates with leading employers to provide training in human skills such as communication skills, interpersonal skills, critical thinking, and digital skills. BagoSphere has over 30,000 members and has graduated over 7,000 alumni from the Philippines' underserved, low-income communities