Grab PH launches a series of online videos "Sorry, Di Mo Na Kami Pwedeng Gawing Excuse"

Grab Philippines is taking a humorous approach to highlighting its improved booking reliability, launching a series of online videos that poke fun at extreme excuses people may give for being late or canceling plans – with GrabCar no longer being a viable excuse as it is now more reliable. 

The campaign, titled "Sorry, 'Di Mo Na Kami Pwedeng Gawing Excuse," is a direct response to the company's improved driver allocation for passengers and a more reliable booking experience.

The leading superapp reports that in the first half of 2024, GrabCar has seen a significant improvement in passenger experience, with nine out of 10 passengers trying to book a Grab ride being successfully allocated a driver. 

To emphasize this message, Grab partnered with Gigil, a multi-awarded creative agency, to produce three humorous videos showcasing absurd excuses people might use to avoid commitments now that booking on GrabCar is more reliable. From faking a dog attack, teasingly breaking the law, to accidentally dropping their phone in the toilet, the videos are designed to resonate with viewers and reinforce the idea that GrabCar is no longer a convenient excuse for being late.

The campaign has been a social media hit, garnering 20 million views in just three days and a warm reception among the online audience. 

J-anne Aruta, Grab Philippines Country Marketing Head, states, "Through the intriguing paradox in 'Sorry, ‘Di Mo Na Kami Pwede Gawing Excuse', we aim to instill confidence in our passengers that GrabCar is now a more reliable transportation alternative – a safe and convenient way to get back home to their families or reach their intended destination.” The marketing leader emphasizes the film's resonance with an insight that is a shared truth among many Filipinos. Aruta humorously remarks, "We've all found ourselves in this situation – crafting the most plausible excuses to avoid commitments or justify delays; sometimes even blaming the unavailability or challenges in securing a ride. However, Grab persistently strives to put an end to this amusing habit of playing the 'I couldn't book a ride' card."

Grab attributes this to various efforts in keeping more driver-partners active; and to an array of technologies and new features like Advance Booking, Multi-Taxi Type Booking, and Group Rides that enhance and optimize every GrabCar’s reliability and utilization. 

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.