In a volatile market with cost pressures and slim profit margins, relying solely on dine-in revenue can be risky, especially for small and medium-sized restaurants. Operating an online channel independently also presents challenges in delivery, marketing, and maintaining consistent orders. Nguyen Thi Thuy Chau, owner of Kenh Ba Chau - Ca Hoi Ngam Tuong Thuong Hang, noted that previously, depending on freelance delivery staff led to unstable business operations.

"There were times when we had many customers but no delivery staff, so we had to turn down orders," she shared.

Beyond operations, revenue is also linked to customer acquisition costs. To maintain a steady flow of orders, many owners constantly run promotions or advertisements. However, this can quickly erode profits if not managed effectively.

"If we don't run promotions, it's hard for the restaurant to get orders, but if we run too many, there's almost no profit left," said Ngo Dang The Phong, owner of Phong Tra.

Addressing these challenges, GrabFood has implemented several solutions to support partners. These include collaborative promotional programs, with restaurants co-sponsoring offers. Additionally, partners can utilize real-time data and artificial intelligence tools to improve operational efficiency and customer reach.

According to Momentum Works' "Southeast Asia Food Delivery Platforms 6.0" report in January, Vietnam's online food delivery market continues its growth trajectory, with an estimated gross merchandise value (GMV) of 2,1 billion USD in 2025. This scale highlights the increasing popularity of online channels and reflects the growing role of platforms in helping restaurants reach users and expand growth opportunities. GrabFood holds a leading market share among these platforms.

Nguyen Thi Thuy Chau, owner of "Kenh Ba Chau - Ca Hoi Ngam Tuong Thuong Hang". Photo: Nhu Quynh

Nguyen Thi Thuy Chau, owner of "Kenh Ba Chau - Ca Hoi Ngam Tuong Thuong Hang". Photo: Nhu Quynh

To support restaurants, GrabFood prioritizes a combination of solutions that simultaneously influence user behavior. First, the platform optimizes order generation through promotional programs tailored to market demand. Collections like "Tiet Kiem Moi Ngay" (Save Every Day), offering up to 50% off, help restaurants reach price-sensitive customers, thereby increasing order volume during off-peak hours or periods of lower demand.

Additionally, maintaining order frequency plays a crucial role in revenue growth. The company observes that GrabUnlimited subscribers order two times more frequently than non-subscribers, helping restaurants secure a steady stream of orders from a highly engaged customer base.

Beyond order volume, the value of each order is also enhanced through features like "Dat Don Nhom" (Group Order). When multiple individuals participate in a single order, the total order value increases, which helps restaurants optimize operational costs per order.

These solutions collectively impact order volume, frequency, and value, thereby driving revenue growth on the platform. Commenting on the effectiveness of these food delivery platform solutions, Phong stated that Phong Tra partners exclusively with GrabFood because the platform helps the restaurant reach distant customers, serving as an effective revenue-generating channel.

"Our main customer base, office workers, use GrabFood extensively. This significantly reduces our new customer acquisition costs while helping us maintain more stable orders," he shared.

Orders delivered by GrabFood. Photo: GrabFood

Orders delivered by GrabFood. Photo: GrabFood

In addition to order-driving solutions, technology plays a vital role in helping restaurants optimize business efficiency. Through the reporting system on the GrabMerchant app, restaurants can monitor real-time consumer behavior, enabling them to adjust menus, prices, or operating hours accordingly. This helps minimize waste and optimize raw material costs.

"Thanks to the reports on GrabMerchant, I know what dishes customers prefer and when they order most," the owner of Phong Tra added, "allowing me to adjust operations accordingly and focus on better-selling items. This leads to more consistent orders and more stable revenue."

Grab's artificial intelligence assistant helps restaurant partners optimize time and operational costs. Photo: Nhu Quynh

Grab's artificial intelligence assistant helps restaurant partners optimize time and operational costs. Photo: Nhu Quynh

Furthermore, Grab's artificial intelligence assistant supports restaurants in selecting appropriate programs and campaigns based on their actual business situation. According to Grab data, over 42% of partners on the platform currently use this tool in their operations. This tool also helps manage customer feedback and improve service quality, enhancing the user experience and increasing customer retention. Instead of implementing broad, unfocused promotions, restaurants can concentrate on solutions that yield higher effectiveness, thereby maximizing revenue and better controlling costs.

Nhat Le