Filipino consumers have seen an increase in adoption of online-to-offline dining solutions, according to Grab’s recently published Southeast Asia Food and Grocery Trends 2023 report.
The report also found that while Filipino consumers are ordering more than before, they increasingly rely on the GrabFood platform for more than just deliveries.
“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,” said Greg Camacho, Grab Philippines director for deliveries.
The report showed 89 percent 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.
Amid the resurgence of dine-in culture, nine out of 10 consumers surveyed said they prefer food and grocery brands with an integrated online-to-offline experience.
Grab Philippines said this was demonstrated by solutions like self pick-up and dine-in, whose contribution to its total order volume increased by 3.6 times from 2021 to 2023.
Furthermore, 94 percent of Grab users said they read reviews on the app; 60 percent pre-purchased vouchers online; and more than half placed their orders digitally at tables in restaurants.
The report also highlighted consumer trends last year showing that GrabFood orders increase gradually starting as early as two weeks before the Christmas celebration. The top items ordered are catering sets, whole cakes, bakery and pastries, and frozen yogurt.
While lunch may be the most popular time for orders, merienda orders between 3 to 6 p.m. have the highest basket value, as people tend to order snacks in groups, with 87 percent of Filipinos saying they are likely to snack during this time.
In addition, 44 percent of consumers in the Philippines say they are willing to pay more for sustainable brands, and 96 percent are more likely to support brands with sustainable practices.
Grab said group orders were 1.6 times 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.
