“Cloud kitchen” concept introduced in Vietnam, enabling merchant-partners to accelerate growth.
Grab, Southeast Asia’s leading multi-service super app, officially launched GrabKitchen on October 8 in Ho Chi Minh City’s Thu Duc district, featuring 12 favorite restaurants on the GrabFood platform. GrabKitchen presents a new solution for merchants to accelerate expansion in a convenient and efficient manner.
GrabKitchen offers users in a particular geography a variety of curated food selections by leveraging data from historical orders to address cuisine gaps. GrabKitchens are strategically located to bridge consumer demand and availability of food selections while reducing the time for food delivery.
For merchants, GrabKitchen is a convenient way for micro- and small and medium-sized enterprises (MSMEs) to expand the geographic area they serve and reach more consumers using technology. Cloud kitchens can also lower their cost of operation as they are mostly delivery only, which means that merchants do not need to put in capital to cover rental costs – one of the highest cost items for F&B operators.
The launch of GrabKitchen in Vietnam and concurrently in Thailand makes GrabFood the largest operator of cloud kitchens in Southeast Asia, with a total of 20 in the region. The launch also marks the first time GrabFood has expanded the GrabKitchens service outside of Indonesia.
By the end of 2019, GrabFood aims to be operating a regional network of cloud kitchens totaling over 50 GrabKitchens in Indonesia, becoming the only truly regional food delivery platform with the largest footprint. GrabFood currently operates in 221 cities across six countries and territories.
First GrabKitchen in Vietnam
Grab users can now easily order their favorite cuisine quickly and conveniently through GrabKitchen on the Grab app. The dishes of restaurants will be displayed on a single menu, enabling customers to freely choose and easily combine main dishes and snacks in one order.
GrabKitchen is an initiative actively invested and implemented by Grab. All Ministry of Health food safety and hygiene standards are secured, and every restaurant in GrabKitchen is required to obtain food safety and hygiene licenses.
Through GrabKitchen, Grab once again demonstrates its efforts to benefit all stakeholders in its ecosystem and is a solution that enables merchants to expand easily into new areas beyond their current location, maximize convenience for customers in the area, and improve livelihoods for driver-partners.
In the first half of 2019, GrabFood, Vietnam’s top food delivery platform, saw gross merchandise value grow 400 per cent, with average daily orders hitting 300,000.
“Vietnam is the second country where Grab operates the GrabKitchen model,” said Mr. Jerry Lim, Country Head of Grab in Vietnam. “In the Indonesian market, as at September this year, within a short span of six months we expanded to more than ten GrabKitchens and aim to launch more than 50 by the end of this year, giving us the largest regional network of cloud kitchens in Southeast Asia.”
The concept was launched in Indonesia last April after a successful pilot. There are now 20 GrabKitchens in operation across Indonesia. While typically delivery-only, GrabFood also launched its first GrabKitchen with a dine-in feature at Capital Place, Jakarta, in September, to serve a base of consumers working in offices nearby. GrabFood takes a hyper-local approach to GrabKitchen, and the regional expansion will see variations in GrabKitchen offerings in each country and territory.