Grab to integrate GrabFood into main app starting May
GrabFood, Grab’s food delivery service, will soon be integrated into its everyday app and will be beta-tested in May. The test will commence in Southeast Singapore covering Kallang, Marine Parade, Geylang, and Bedok at the end of April before brought islandwide, said the official statement from the company.
The move comes just before GrabFood’s first anniversary in Singapore, and is a part of Grab’s everyday strategy of pursuing what it calls a ‘super-app’ strategy. The unicorn is attempting to provide the most frequently used daily services in one app for consumers.
Grab noted that from May 2018 to March 2019, GrabFood orders grew 25 per cent month-on-month on average. The company claims that it resulted in a revenue spike for GrabFood’s F&B merchant-partners, which increased by 4X.
It also affected GrabFood’s fleet of more than 13,000 delivery people in Singapore, which the company said are also completing 80 per cent more daily jobs and earning much more income than when GrabFood first started.
“One in three active Grab transport users in Singapore today use GrabFood and this goes to show that food delivery has truly added to consumers’ everyday experiences. It’s time for us to bring our fastest-growing service into our everyday super app,” said Lim Kell Jay, Co-Chief of Staff and Head of GrabFood Singapore, Grab.
In May, GrabFood riders and merchants will also migrate to a new app. Once the island-wide beta roll-out is complete, current GrabFood apps for consumers, riders and merchants will be discontinued.
Consumers will be able to discover restaurants and cuisines using Grab’s in-app messaging feature, GrabChat, to redeem and use GrabRewards vouchers.
Grab said it will also provide rider benefits like special discounts and deals from time to time.
For merchant-partners, the additional features once integration is complete would be full visibility once riders are assigned by consumers to track their whereabouts in real-time. It will also set a “temporary pause” feature to temporarily close their online store when the kitchen gets too busy and long wait time is anticipated for any new orders.