Grab drives growth for F&B brands and retailers on its platform

Grab Vietnam organized the Restaurant and Partner Conference 2026, with more than 250 merchant partners participating on the platform. The annual event has been held for the third consecutive year.

According to Momentum Works’ January 2026 report, Vietnam’s online food-delivery market continues to maintain a significant scale, with estimated gross merchandise value (GMV) of about $2.1 billion in 2025. In this context, GrabFood remains one of the market leaders. A Cardas Research & Consulting survey also found GrabFood to be the leading food-delivery brand in helping partner restaurants expand their customer base, support business and operations, and drive sales for partner restaurants.

Grab highlights technology and data support for partners

Ms. Nguyen Thanh Anh, Director of Marketing and Enterprise Commerce at Grab Vietnam, said: “We understand that each brand, each store is the heart of our partners, delivering delicious meals and the best service to customers. Therefore, we continuously invest in data and technology to help partners better understand users, optimize operations and expand access to customers. With the technology solutions announced at this year's Restaurant and Partner Conference, we hope to continue accompanying partners to better unlock market potential and create new growth opportunities.”

At the event, Grab recognized several merchant partners for notable achievements on the platform in the past year. Jollibee was named “Comprehensive Restaurant Partner of the Year,” Lotte Mart “Comprehensive Store Partner of the Year,” and Coca-Cola Co. in the “Comprehensive Brand Partner of the Year” category.

Initiatives to boost orders and improve efficiency

Grab said it has rolled out initiatives aimed at helping partner restaurants increase orders and improve business efficiency on the platform. The solutions focus on attracting more users through promotions and cuisine promotion, while applying technology to optimize operations and enhance the user experience.

Mr. Nguyen Tuan Toan, owner of the Chop Chép brand, a GrabFood partner restaurant, said: “From the early days of opening, Chop Chép has partnered with GrabFood as an important channel to reach customers. After nearly two years of collaboration, GrabFood orders account for about 30% of total store revenue. Thanks to data systems, the AI Assistant and the GrabMerchant app reports, we can quickly grasp customer behavior, adjust the menu and implement effective promotions.”

Key solution groups announced

• User-attraction solutions: Grab introduced “Daily Savings” collections with discounts up to 50%, offering more choices to meet users’ spending needs and support restaurant discovery on the platform.
• Promotion and brand campaigns: Grab coordinates with local authorities to promote and recognize notable culinary brands, including award programs that disseminate regional culinary values to users, especially tourists, and international promotional efforts such as campaigns at Times Square, New York, to showcase Vietnamese cuisine to users in Southeast Asia.
• Solutions to increase order value: The Group Order feature enables multiple people to place orders together in one order, helping restaurants receive higher-value orders. Grab also implements the GrabXu rewards mechanism for group leaders to incentivize this ordering method.
• Solutions to increase repeat usage: The GrabUnlimited membership package helps increase user engagement by providing ongoing offers on the app, encouraging regular ordering on GrabFood. GrabUnlimited subscribers order at roughly twice the rate of non-subscribers.
• AI-assisted operational optimization: Grab uses technology to help partners improve service quality. The AI Assistant helps optimize front-of-house operations, including scanning printed menus and generating dish images, as well as designing banners with a single tap. It also supports monitoring customer feedback and proposing improvements to enhance guest experience and business performance. Currently, more than 42% of partners on the platform use this AI tool in operations.
• Expanding access to customers via online and offline channels: Grab expanded its service ecosystem through GoEat at Restaurants, enabling users to search, select and book tables. Users can also buy vouchers and collect stamps within the Grab app, contributing to higher visit frequency and helping restaurants operate more efficiently. Vouchers are linked between in-restaurant dining and delivery experiences to maintain customer connections across multiple touchpoints in the Grab ecosystem. In 2025, the service recorded app visits three times higher than in 2024.

GrabMart growth and partner results

For online grocery service, GrabMart recorded positive growth in 2025 as it meets users’ urgent shopping needs. Orders serving these needs continued to rise compared with the same period in 2024, while the number of daily and monthly active users also grew significantly compared with 2024.

Grab said the Health Care, Personal Care, and Convenience Store segments recorded strong growth, reflecting a trend of users prioritizing essential products available for same-day delivery. The growth, it added, creates opportunities for stores joining GrabMart, supported by Grab’s user base and multiple operating and marketing tools.

Le Phuong Duyen, representative of Klever Fruit, a partner store, said: “When expanding into online sales channels, Klever Fruit chose to partner with GrabMart because of its speed and wide driver network. After nearly two years, Klever Fruit’s revenue on GrabMart grew by 200–350%, indicating strong user demand. In addition, data from the GrabMerchant app helps us better understand customers to optimize product ranges and improve service experiences.”