Food deliveries to workplaces up as firms ditch WFH setup

As companies slowly ditch a total work from home (WFH) setup, super app operator Grab has seen an increase in food deliveries to workplaces, especially at lunch time.

In its Southeast Asia Food and Grocery Trends 2023 report, Grab reported that group orders via the app were 1.6 times more during the first half of 2023 compared to 2022.

It noted that 63 percent of group orders, which help consumers save on delivery fees, were made in central business districts during lunch and dinner time.

Most of the consumers are in the 25 to 34 age group, who are white collar workers, and with a spouse and children.

GrabFood customers usually order a burger, chicken sandwich, fried chicken, pasta, fries, hotdog, ice cream, dimsum, nuggets and caramel macchiato.

While lunch is the peak hour for food orders, Filipinos tend to spend the most during merienda, or between 3:00 pm and 5:00 pm. The study showed that 87 percent of the respondents were likely to have a snack during this window, ordering food also in groups.

The study also observed consumer behavior during special occasions. Usual orders during Christmas include catering sets, cakes, pastries and frozen yogurt while consumers buy cupcakes, ice cream and desserts and pastries, among others, to celebrate Valentine’s Day.Some 89 percent of Grab users also said they use the app to discover new restaurants.

“Food delivery apps are now the second most popular way Filipinos are discovering new F&B (food and beverage) outlets—ahead of social networks like Instagram, friends and family, and even food blogs,” Grab noted.

The customers will likely try out these restaurants if they have good ratings and reviews and a variety of menu, among others.

“The everyday food journey of Filipino eaters has significantly evolved in the postpandemic environment. GrabFood now takes on a new role, catering to the demand for a convenient experience that transcends on-demand deliveries,” Grab Philippines director for deliveries Greg Camacho said.

“We remain dedicated to innovating solutions that enable our merchant-partners to seamlessly interact with our highly active user base, enabling them to efficiently adapt to ever-changing consumer behavior,” he added. —Tyrone Jasper C. Piad INQ