Week 8: GrabFood
Background of The Grab Company
Originally known as GrabTaxi, Grab is a SoutheastAsian company that specialises in digital payment, ride-hailing, and meal
delivery. Grab was established in Malaysia in 2012 by Anthony Tan and Tan Hooi
Ling. It was initially developed as a taxi-hailing application with the
objective of enhancing transportation options in Southeast Asia. Grab had
expanded its services to Singapore, the Philippines, Thailand, Vietnam, and
Indonesia by 2014. Grab's rapid expansion was facilitated by funding cycles
that enabled the company to establish a presence in numerous markets. In 2016,
the company underwent a rebranding process from GrabTaxi to Grab, which was
intended to reflect the company's expanded services beyond taxi booking. This
encompassed GrabCar (ride-hailing), GrabFood (food delivery), GrabExpress
(courier service), and GrabPay (digital payments). Their main competitor, Uber
committed strategic mistakes, such as being slow in implementing cash payments
in countries where cash transactions were common, and being late to launch
motorbike ride-hailing in nations where motorbikes are widely used (Buckley 2023).
In 2018, Grab merged with Uber for operating in Southeast Asian countries
(Duong, 2024). Grab has adopted the Chinese approach by utilising its existing
client base and providing them with financial services (Vaswani, 2021). Besides that, Grab has established strategic
partnerships with a variety of companies and received substantial investments
to accelerate its expansion. SoftBank and Toyota are among the primary
investors. Grab has established itself as a dominant competitor in the
Southeast Asian market, offering essential services throughout the region and
competing with other tech giants. Currently, GrabFood has become the most
common platform for most consumers in terms of food delivery. When individuals
are craving for food, the first app that usually pops up is most likely
Grab.
What is GrabFood? (Alvin Ting Sing Ngie TP070429)
GrabFood is a very famous food
delivery service company in Southeast Asian countries. GrabFood is a part of
the Grab system because Grab has other services. In fact, Grab was originally
known as a ride-hailing platform, and now it has expanded into the food
delivery (Marcos, 2023). In the GrabFood app, users can browse through a
variety of restaurants and cuisines for them to choose from. Once the user has
made their selection and completed the payment, the deliveryman will deliver
the ordered food to their doorstep. GrabFood also has great user features, such
as users can view the location of their order in real time, multiple payment
methods and choose their favourite cuisine. In addition, GrabFood also covers
many countries in Southeast Asia, such as Singapore, Malaysia, Indonesia,
Thailand, Vietnam, the Philippines and Myanmar (Felicia, 2022). In addition to
convenience, GrabFood also emphasizes safety and hygiene. They provide
contactless delivery options and strict quality control for partner
restaurants. In addition, GrabFood often provides users with discounts and
offers, which is to attract cost-conscious consumers and students who want to
save money. GrabFood also often faces competition from other food delivery
platforms, such as FoodPanda, Uber Eats, etc (Uppaluri, 2019). Therefore,
GrabFood must continue to improve and update more restaurants and cuisines so
that users have more choices.
The biggest highlight of Grab Food is the convenience it brings to people's lives. Users simply choose their favourite shop through the mobile app, pick the food they want to eat, place an order and wait for the food to be delivered to their doorstep. Whether at home, in the office or on the go, people can order meals through grabfood. This convenience makes people's busy lives easier as users don't have to spend time queuing at restaurants or looking for takeaways. This saves time for both students and office workers. For example, whereas office workers used to have to queue up at the company canteen or go out to buy their own food, with grabfood they can order lunch and dinner for themselves in advance and pick up the food from the building during their breaks. In addition, as the Grab Food platform encourages all kinds of restaurants to join, the number of grabfood partners (restaurants) is growing and users have more and more choices, with food types covering a wide range of cuisines and dishes from fast food to local specialities, catering to the tastes and needs of different groups of people.
In addition, Grab Food enhances user experience through fast delivery and diverse payment methods. Users can receive fresh food within a short period of time after placing an order, which greatly improves the efficiency of daily meals. The platform also offers regular promotions to encourage users to enjoy food at more affordable prices. Real-time order tracking allows users to keep track of their food delivery progress. These advantages make Grab Food an indispensable part of people's daily lives.
How GrabFood Works (Braxton Choo Ying Shun TP079069)
Grabfood is a part of the Grab app
that offers food delivery service, it has combined both technology and everyday
dining needs. This app is available on both IOS and Android phone, which make
ordering food become a seamless experience. Customers can order food from their
desired restaurant based on their location via Grabfood, the ordered food will
then deliver directly to their doorstep. The interface is very user-friendly,
allowing for easy navigation and selection of food items.
The
food ordering process begins with customer inputting their current location,
this process is important for the app to detect and display the restaurant near
their location for selection. The user design of the app is organized and
well-structured, featuring with filters and categories to assist customer in
finding their desired food with ease. Moreover, detailed menus that include
prices, description and pictures will help to boost the selecting progress even
more. Once the customer has chosen their items, the app will provide a detailed
summary of the order, including the cost and estimated delivery time (Marcos,
2023). Additionally, customer may choose voucher for food discount or free
delivers, before payment are made.
For
the payment process, there are variety option for customer to choose their
preferred payment method, including debit/credit card, Grabpay or cash. Once
order is made, Grabfood delivery rider will pick up the food from the
restaurant and deliver it to the customer. Customer can track their order in
real time via Grab app. This ability is very useful since it gives customer a piece
of mind by providing updates on the food preparation and delivery status
(Grab,
n.d.).
Besides
that, in terms of customer service, Grabfood is very excellent in it, offering
quick respond on queries and effective problem solving. Not only that, Grabfood
also provides promotion and discount frequently, which add value and bring
repeat business. The platform’s simplicity and usefulness are increased by its
connection with Grab’s wider ecosystem, which include financial and e-hailing
services (Lynn, 2024).
In
conclusion, the combination of wide selection of food, ease of use, transparent
delivery and strong customer service of Grabfood, makes it become the preferred
food delivery platform among people.
References
Buckley, J. (2023, January 17). A
Brief History of Grab in Southeast Asia: Transnationality, Dominance And
Resistance. Asian Labour Review. https://labourreview.org/grab-in-southeast-asia/
Felicia, C. (2022, March 6). Grab
food: A UX research case study 2022. Medium. https://medium.com/@clarafelicia0911/grab-food-a-ux-research-case-study-2022-7d44ac8e7ff
Grab. (n.d.). GrabFood: Food
delivery service to your doorstep | Grab TH. https://www.grab.com/th/en/food-2/
Lynn, J. (2024, May 7). Is there
Grab in Malaysia? A complete guide to using Grab in 2024. TraveLynn Family. https://travelynnfamily.com/grab-in-malaysia/
Marcos, A. R. J. (2023, April 2).
Rev Up Your Earnings with Grab: How to Make Money with GrabFood Delivery. https://www.linkedin.com/pulse/rev-up-your-earnings-grab-how-make-money-grabfood-delivery-rj-marcos/
Uppaluri, S. (2019, January 30). Marketing plan for grabfood. Medium. https://medium.com/@sravanti.uppaluri/marketing-plan-for-grabfood-164e27e4a588
Vasmani, K. (2021, May 3). Grab:
How An Uber Killer Became A Powerful Asian Super-app. BBC.
https://www.bbc.com/news/business-56967633
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