Grab unveils new ad to push ‘everyday app’ position

Grab has unveiled a new vision to become an everyday app for Southeast Asian users which encompasses services including transport, food, delivery, and payments. To promote the move, the company has also released a four-minute video to showcase its journey and plans to build an “interconnected ecosystem of consumer services to make the everyday lives of people easier”, a statement read.

As an everyday app, Grab aims to bring more Southeast Asians online, providing consumers, driver-partners, delivery-partners, and merchant-partners with better convenience for everyday services and more income opportunities.

Marketing has reached out to Grab for additional details around the ad.

The new vision comes on the back of its recent beta launch of its GrabFood app, which will be made available in six Southeast Asian countries within this quarter. This includes Singapore, Malaysia, Indonesia, Thailand, Vietnam and the Philippines.

For merchant-partners, GrabFood aims to not only provide a food delivery service, but also give opportunities for food stalls to grow their business using Grab’s payments technology and platform. This includes improved revenue and mind share by providing access to Grab’s consumer and corporate customer base and also opportunities to run promotional campaigns. Business can also tap on Grab’s loyalty programme, GrabRewards, to grow their brand. Business will also be able to leverage Grab’s cashless payment service, GrabPay, at minimal upfront cost.

Lim Kell Jay, head of Grab Singapore, said in a statement that Grab is focused on creating a seamless experience and unlocking value for its customers by offering complementary services on one platform.

“This is the future we are building towards and we look forward to working with industry players and governments to innovate and realise this vision together,” he added.

For James Ong, head of GrabFood Singapore, GrabFood is a “major milestone” in Grab’s journey to becoming the everyday app for consumers. On top of bringing a wider range of dining options to more consumers, the offering also looks to provide more income opportunities for local merchants and delivery-partners.

“We see huge potential in helping vendors here reap incremental benefits and enjoy an increase of orders via GrabFood. This mutually beneficial ecosystem is what we aim to achieve here in Singapore,” added

The statement added that there is currently a SG$250 million to SG$300 million total addressable market in Singapore for food delivery, and an estimated 4,000 restaurants and 12,000 hawkers stalls that are not yet served by food delivery apps.

Most recently, Grab announced that it would collect a 10% platform fee from GrabHitch drivers from 1 June 2018. According to a GrabHitch FAQ, the fee will go into covering operating costs and investing in various initiatives and product enhancements to ultimately channel value back to GrabHitch drivers.