GrabFood launches exclusive menus under GrabFood Signature in Indonesia
GrabFood, Grab’s food delivery service leg, has been regarded as the largest food delivery platform by GMV (gross merchandise value) and becomes the most often used food delivery platform in Indonesia, according to a market survey conducted by Kantar, a global market research firm.
The research by Kantar said that 58 per cent of consumers in Indonesia picks GrabFood as their most often used food delivery platform.
To commemorate the result, GrabFood announces the launch of GrabFood Signature across Indonesia. GrabFood Signature comprises of a series of unique menu selections from consumers’ favourite merchants, exclusively available on GrabFood.
Using data insights on popular GrabFood items and consumer trends, GrabFood co-develop signature menu items with more than 60 merchants across Indonesia that will only be available via GrabFood.
Starting from today, consumers can order Burger King’s Jalapeno Cheese Mozzarella Burger, Kopi Kenangan’s Toffee Nut Latte and Salted Caramel Macchiato, Se’i Sapi Lamalera’s Sambel Kecombrang and Sambel Andaliman (special chilies native to West Java and Sumatera Utara respectively), amongst many new GrabFood Signature items.
In this initial phase, more than 100 GrabFood Signature menu items will be available through more than 600 F&B outlets in Bali, Bandung, Cirebon, Jakarta, Makassar, Malang, Mataram, Medan, Semarang, Surabaya, and Yogyakarta – all accessible via the Grab app.
GrabFood Signature spans international fast food favourites like Burger King, local F&B chains like Kopi Kenangan and KopiSoe, and MSMEs like PesenKopi, Se’i Sapi Lamalera, Bebek Kepahiang Babase, Zeribowl, and Big Bananas.
“Food delivery is a daily essential service that has become a core part of Grab’s everyday app. Our merchant partnerships, use of technology for personalised user experience, and expansion of GrabKitchen are among the driving forces for GrabFood’s growth in Indonesia,” said Demi Yu, Head of GrabFood Indonesia.
Commenting on the launch of GrabFood Signature, Ichmeralda Rachman, Head of Marketing GrabFood and New Businesses, Grab Indonesia said, “With GrabFood Signature, we’re happy to collaborate with our merchants to present consumers with innovative new menu items designed with the latest food trends in mind.”
Yu added, “GrabFood Signature is another innovation that will help our merchant-partners increase their revenues. In a landscape with ever-evolving consumer preferences and food trends, GrabFood Signature allows merchant-partners to experiment with new flavours and test new recipes – to attract even more customers in creative new ways.”
PesenKopi, a local coffee chain in Surabaya, for example, gained popularity since GrabFood Signature pilot project launched for the first time in September with Coffee Brown Sugar and Milk Brown Sugar in Surabaya. Both of these signature drinks have become the sought-after thirst quencher in town and generated up to 50% GMV for the merchant.