The event on 3/4 attracted over 250 merchant partners, marking the third consecutive year the program has been held. During the conference, Grab shared its development strategy, showcased business support tools, and honored partners who achieved outstanding results.
The presented solutions focus on four key objectives: attracting users, increasing average order value, boosting user return frequency, and optimizing operational efficiency.
To attract users, Grab is rolling out "Everyday Savings" meal collections with discounts of up to 50%, while also collaborating with local authorities to promote regional cuisine. Initiatives such as the "Renowned Restaurant" award and a promotional campaign in Times Square are being implemented to enhance brand recognition for partners.
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Representative of Grab Vietnam speaking at the event. Photo: Grab
To increase average order value, Grab has developed a group ordering feature, allowing multiple users to contribute to a single order. This is further encouraged through GrabXu rewards.
Among solutions aimed at increasing usage frequency, the GrabUnlimited membership package has been introduced to maintain user loyalty. According to internal data, customers subscribed to this package place orders two times more frequently than non-subscribers.
Regarding operations, Grab integrates technology tools such as an AI assistant on the GrabMerchant application. This assistant helps partners create content, monitor feedback, and adjust business activities. Currently, about 42% of partners on the platform utilize this tool.
Grab is also expanding its "dine-in" service, enabling users to find, select, and book tables at restaurants that match their needs. Users can also purchase vouchers and collect stamps on the application, which helps increase return visits and supports restaurants in operating more efficiently. These vouchers also link the dine-in experience with food delivery, helping partners maintain connections with customers across multiple touchpoints within the Grab ecosystem. In 2025, engagement with this service increased three times compared to the previous year.
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Grab honoring creative and innovative partners. Photo: Grab
Nguyen Thanh Anh, Director of Marketing and Enterprise Commerce at Grab Vietnam, stated that the company continuously invests in data and technology to help partners better understand users, optimize operations, and expand their customer base.
"With the technology solutions introduced at this year's conference, we hope to continue partnering with businesses to better leverage market potential and unlock new growth opportunities," Ms. Thanh Anh said.
Nguyen Thuan Toan, owner of the Chop Chep brand, shared that from the early days of opening his restaurant, he partnered with GrabFood as an important channel to reach customers. After nearly two years of collaboration, GrabFood orders account for about 30% of the store's total revenue. "Thanks to the data system, AI assistant, and reports on the GrabMerchant application, we can quickly understand customer behavior, adjust our menu, and implement effective promotional programs," Mr. Toan said.
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Grab honoring various categories at the event. Photo: Grab
According to a Momentum Works report published in January 2026, Vietnam's online food delivery market reached a size of approximately 2.1 billion USD in 2025. In this context, GrabFood continues to be among the platforms with a significant market share.
In the retail segment, GrabMart recorded positive growth in both user numbers and orders in 2025, particularly in health care, personal care, and convenience store categories.
According to the company, the increasing demand for same-day quick shopping creates opportunities for stores to join the platform. Partners receive support through data tools and marketing solutions to optimize product catalogs and enhance sales efficiency.
Le Phuong Duyen, a representative from Klever Fruit, noted that when expanding into online sales channels, the company chose to partner with GrabMart due to its strength in fast delivery and extensive driver network. After nearly two years, Klever Fruit's revenue on GrabMart has grown by 200-350%, demonstrating strong user demand. "Additionally, data from the GrabMerchant application helps us better understand customers to optimize our product catalog and improve service experience," Ms. Duyen said.
At the event, Grab recognized several partners for their outstanding business results, including Jollibee (Comprehensive Restaurant Partner), Lotte Mart (Comprehensive Store Partner), and Coca-Cola Co., Ltd. (Comprehensive Brand Partner).
Hoai Phuong
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