Pinoys Love their Nanays: GrabAds insights show how busy Filipinos get around Mother’s Day

MANILA, PHILIPPINES, 11 May 2023 - Having close family ties is one of the hallmarks of Filipino culture. Hence, it comes as no surprise that holidays celebrating the family unit are much beloved in the Philippines. Among the most anticipated is Mother’s Day – and insights from GrabAds, the advertising arm of the leading superapp, show that Pinoys do get busy creating special moments for their nanays every second Sunday of May.

The GrabAds SEA Mother’s Day Insights Report 2023 gives brands and consumers a clear picture of how Grab – with its portfolio of convenient, reliable services like GrabFood, GrabMart and GrabExpress – enables and empowers users to create extra-special Mother’s Day celebrations for their moms. 

Here are some interesting insights from the report!

1. Filipinos plan for Mother’s Day

Filipinos take Mother’s Day celebrations seriously. In fact, 88 percent of Grab users in the Philippines have already come up with plans specific to Mother’s Day 2023. The respondents look forward most to gathering their families, ordering food online, and going out for a meal together with their loved ones and, of course, their inays. 

2. Filipinos order food and ship out items a lot more on Mother’s Day

GrabAds insights also show that Filipinos are happy to create special dining experiences at home as they tend to order more on the second Sunday of May. In 2022, GrabFood orders rose by 25 percent on Mother’s Day versus the average number of food orders across all Sundays of April. The most expensive GrabFood order on Mother’s Day last year was a Php 7,000 steak set –  a much-deserved treat for the family!

Padala items also tend to be on the road more during Mother’s Day. For instance, last 08 May 2022, there were 37 percent more GrabExpress Deliveries versus the average Express Orders on the Sundays of the month prior. Indeed, no distance is wide enough to stop the simple thank yous and love yous Filipinos wish to express to their moms. 

3. Filipinos enjoy ordering on-demand gifts on Mother’s Day

Gifts overflow during Mother’s Day, too! 8 out of 10 Grab users in the Philippines plan on buying their moms a gift, and 82 percent of these are keen on buying a gift from Grab. Among the most popular choices on GrabFood and GrabMart during Mother’s Day last year were cakes and pastries, flower bouquets, and home and kitchen appliances. Chocolate, ube, and fresh fruit reigned supreme as the top preferred cake flavors. 

Truly, with reliable and convenient on-demand delivery services like GrabFood and GrabMart, gifts no longer come with the usual long queues, heavy traffic, and aisle-to-aisle exploration in-store.  

“Mother’s Day remains to be one of the most important gifting occasions in Southeast Asia. Our GrabAds report shows a surge in user activity one week before the day itself, across the region, as people start looking for ways to make this day extra special for their loved ones," said Jennie Johnson, Head of Regional Marketing, GrabAds. “This Mother’s Day, merchants and brands across the region have the opportunity to connect with consumers looking for the perfect gift for their mom via superapps like Grab”

Creating a special Mother’s Day celebration should be easy and hassle-free –  and Grab makes sure of this. With the wide merchant selection and reliable on-demand delivery services of both GrabFood and GrabMart, you can easily pick and order mom’s faves for an intimate family dinner; or even include special add-ons just to express how much you treasure her. Tip: Check out the promo code MAMAMART on GrabMart and ILYMOM on GrabFood on May 14, 2023!

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ABOUT GRABADS

Established in 2018, GrabAds has evolved to become an integrated advertising solutions provider which provides advertisers with multiple channels, such as in-app advertising, branding and product sampling via the Grab ecosystem, for building awareness, engaging audiences and triggering action across the Grab platform. Through its advertising and technology capabilities, GrabAds aims to help people discover, engage, and connect with the best businesses in Southeast Asia. For more information, visit GrabAds For Business.

“Grab is Our Best, First partner:” How Taking the Leap has Led to Even Greater Heights for Grab’s Merchants

MANILA, PHILIPPINES - APRIL 11, 2022 – The growth of food businesses taking their presence online has been undisputed in the last couple of years, with many consumers now heavily reliant on food deliveries to satisfy their cravings. And when it comes to providing holistic support to its partners, Southeast Asia’s everyday superapp Grab is a platform that has been consistent in extending its support.

From making the transition to digitalization easier to providing the proper tools and resources needed, Grab merchant-partners 24 Chicken, PicaBean Coffee House, and Cafe Mary Grace have shown how Grab’s right combination of training, tools, and upskilling opportunities can open the door for businesses to grow and improve.

Reaching customers beyond the screen

For many of Grab’s merchant-partners, the goal of being able to provide welcoming experiences to their customers was not easily attained. Whether it was because of the pandemic, or due to other factors such as the lack of accessibility, the challenge was always present for these merchants to come up with ways to be closer to their audiences.

“We realized that some of our customers are not capable of visiting our physical store,” shares Mario Tan Jr., PicaBean Coffee House Operations Head, adding that their main reach used to be limited to walk-in customers. 

With the opportunity to bring their presence online looking promising, they took the leap with Grab, from which they were immediately able to see how their brand became more accessible to a new and bigger audience simply through the app.

“Grab is our best, first partner,” shares Cafe Mary Grace Marketing Director Chiara Dimacali-Hugo. “They have the systems and expertise to go about delivery which was such a guiding hand for us when we took this leap of faith. By onboarding with them, our customers are able to get a hold of their Mary Grace fix without stepping out of the house,” she adds.

Grab’s suite of solutions for success

Apart from the greater reach of customers that they’ve since enjoyed, they have also taken advantage of the broad suite of tools, programs, and initiatives that merchant-partners can maximize only with Grab.

For Tan, the importance of data gathering is what led him to try the Grab Merchant Portal, a service of Grab enabling merchants to view data and analytics about their current performance.

“With the Grab Merchant Portal, you can access helpful data that will help you improve your business,” shares Tan, noting that the categories of customer reviews and least popular items have been the most helpful and give insight to how their products can be improved.

As for Cafe Mary Grace, Dimacali-Hugo shares that GrabAds helped them easily manage their presence online to keep themselves at the forefront of their customers’ conscience. 

“After a year or so of being with Grab, we explored advertising with the platform. After back and forth discussions with our team, we gave GrabAds a shot,” she shares. Dimacali-Hugo then goes on to share how, besides the increased visibility for Mary Grace, employing GrabAds has also allowed the well-loved family business to reach even new audiences with Grab.

But apart from simply gaining more customers, 24 Chicken Marketing Manager Jefferson Uy shared about the marketing and financial savings they’ve gained from maximizing Grab’s Merchant Solutions (GMS). 

“With GMS, we’re able to get a bigger audience to avail of our promos, and share the cost of this with Grab at the same time resulting in saved marketing costs. Additionally, the pop-up push button ads also get a lot of attention from customers,” says Uy.

Strengthened goals through Grab’s support

Through these programs, Dimacali-Hugo, Tan, and Uy, have been able to not only maximize their presence online, but achieve the goals that started their businesses in the first place.

In particular, Dimacali-Hugo notes how onboarding with Grab has enabled Cafe Mary Grace to continue bringing comfort and warmth to their customers – the very goal they’ve always aspired to reach ever since starting out in bazaars in the 1990s.

On Cafe Mary Grace’s commitment and how this is strengthened by Grab, Dimacali-Hugo shares, “We hope to remind our customers that despite the new normal, we haven't changed and are still here for them. We’ve always been this way: a welcoming home and sanctuary.” 

For 24 Chicken, Uy shares that Grab allowed them to achieve their goal of bringing the quality and authentic Korean fried chicken experience to Filipinos at an affordable price. 

“Our journey with Grab has been great. The numerous tools, solutions, and support that Grab has and continues to provide us with has helped us reach customers we thought we could not reach when we were just starting,” says Uy. “We’re looking forward to more fruitful years with Grab because of this.”

As they continue serving consumers with the service and offerings they’re best known for, Grab will just as well remain committed to providing and equipping their community of merchant-partners with the right combination of skills, resources, and the support to keep reaching new leaps and bounds in developing their businesses.

With tools such as GrabAds, Grab Merchant Solutions, and Grab Merchant Portal, Grab ensures that its merchant-partners are well-supported and provided with the means to reach success in the digital world. To know more about the services and features extended by Grab, check out https://www.grab.com/ph/merchant/food/.

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About Grab

Grab is Southeast Asia’s leading superapp based on GMV in 2021 in each of food deliveries, mobility and the e-wallets segment of financial services, according to Euromonitor. Grab operates across the deliveries, mobility and digital financial services sectors in 480 cities in eight countries in the Southeast Asia region – Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. Grab enables millions of people each day to access its driver- and merchant-partners to order food or groceries, send packages, hail a ride or taxi, pay for online purchases or access services such as lending, insurance, wealth management and telemedicine, all through a single “everyday everything” app. Grab was founded in 2012 with the mission to drive Southeast Asia forward by creating economic empowerment for everyone, and since then, the Grab app has been downloaded onto millions of mobile devices. Grab strives to serve a double bottom line: to simultaneously deliver financial performance for its shareholders and a positive social impact in Southeast Asia.