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Online food ordering demand continues to rise, deepening the involvement of food delivery platforms in the restaurant sector. Competition is increasingly shaped not only by reach, but also by the ability to meet diverse consumer needs while helping restaurants grow their businesses. In this environment, delivery platforms are positioning themselves as a bridge between user demand and restaurant operations, supporting restaurants in expanding their customer base and improving operational efficiency as consumer behavior shifts further into digital channels.
Momentum Works’ report “Asia Southeast Food Delivery Platforms 6.0,” published in January 2026, says GrabFood remains one of the leading platforms by market share in Vietnam’s delivery market. Separately, the Vietnam Merchant Study by Cardas Research & Consulting (November 2025) notes that the GrabFood app is recognized as the top food-delivery brand for helping partner restaurants expand their customer reach, support business and operations, and drive sales for partner restaurants. The findings emphasize that the platform’s value extends beyond order placement, contributing to longer-term growth opportunities for restaurants.
Ms. Nguyen Thanh Anh, Head of Marketing and Enterprise Commerce at Grab Vietnam, said: “Grab always views partners as strategic collaborators in its ecosystem. Therefore, we continually invest in data and technology to support, accompany partners in unlocking market potential, and create new growth opportunities.”
For restaurants, efficient operations and consistent service quality are described as foundational to sustainable growth. The article highlights that technological innovations can help restaurants optimize resources and enhance the user experience. In online ordering, standardizing displayed information and enabling rapid feedback are presented as factors that directly influence customer decisions.
Grab has developed tools to support partners in optimizing operations. One highlighted solution is the AI Assistant, which helps restaurants digitize printed menus, create dish images, and design display banners. The tool also supports monitoring customer feedback so restaurants can adjust operations more flexibly.
Grab data cited in the article shows that more than 42% of partners are using this tool in their operations, including newer shops.
Ms. Tran Thi Ly, representative of the Chóp Chép brand and a GrabFood partner, said: “From the opening days, Chóp Chép has cooperated with GrabFood as an important channel to reach customers. After nearly two years, GrabFood now contributes around 30% of the store’s total revenue. Through the data system, AI Assistant, and reports on the GrabMerchant app, we can quickly grasp customer behavior, adjust the menu, and implement effective promotions.”
The article also points to changing Vietnamese eating habits, particularly at lunch when dining out increases. Consumers are described as tending to choose meals with reasonable spending, commonly in the 30,000–50,000 VND range. This creates a challenge for both platforms and restaurants in balancing cost efficiency with business performance.
To address affordability, GrabFood has introduced solutions such as the Daily Savings collection, offering up to 50% discounts and a range of options at reasonable prices. The article says this aligns with consumer trends while helping restaurants reach a new customer base on the platform.
In addition to pricing, group-ordering demand is described as rising, especially in office environments. The “Group Order” feature allows multiple people to participate in a single order more easily, enabling partners to receive higher-value orders.
Membership programs are also highlighted as a driver of order frequency. The article states that GrabUnlimited subscribers order at about twice the rate of non-members, helping restaurants reach more habitual customers.
Beyond commercial features, the article notes that Grab has worked with authorities to promote and elevate local culinary brands to visitors, including recognition such as the Quán Trứ Danh award. It also references an international campaign in Times Square (New York) celebrating platform merchants and Vietnamese cuisine for international visitors. These efforts are described as helping restaurants increase recognition and broaden access to both local and foreign customers.
With competition intensifying, the article concludes that successfully connecting consumer demand with restaurant operations has become essential. It describes platforms such as GrabFood as gradually moving beyond a simple distribution channel, using technology, data, and multiple solutions to support restaurants’ sustainable development.
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