--- title: "Lessons from Grab: how it won" description: "How Grab won, how to copy its best moves in your city, and where it is weak. A free, sourced playbook for local delivery founders." canonical: https://www.ordering.co/resources/lessons-from-the-giants/grab/ --- # What Grab can teach your delivery business. Southeast Asia's super app, combining ride hailing, GrabFood delivery, groceries and financial services across eight countries. [See how they won](#winning-moves)[Book a demo](https://www.ordering.co/contact/?meeting=demo#book) - Region Asia - Headquarters Singapore - Founded 2012 - Owner Publicly listed on Nasdaq since December 2021; Uber holds a minority stake At a glance ## How Grab works Grab earns commissions and fees from merchants, drivers and customers on deliveries and rides, plus advertising sold to merchants and brands. It also runs payments, lending and digital banking, and sells food, groceries and parcel delivery in the same app. Status as of October 2026 In March 2026 Grab agreed to buy foodpanda's Taiwan business from Delivery Hero for 600 million US dollars; Taiwan's Fair Trade Commission extended its review to October 27, 2026. Talks to acquire Indonesia's GoTo have been widely reported but no deal had been concluded as of early 2026. - Grab began in Kuala Lumpur in 2012 as MyTeksi and is now headquartered in Singapore. [Wikipedia](https://en.wikipedia.org/wiki/Grab_Holdings) - In March 2018 Grab took over Uber's Southeast Asia business, including Uber Eats, in exchange for Uber taking a 27.5% stake; Uber Eats partners moved to GrabFood after May 2018. [Grab Press Centre](https://www.grab.com/kh/press/business/grab-merges-with-uber-in-southeast-asia/) - For full year 2025 Grab reported revenue of 3.37 billion US dollars and deliveries GMV of about 14.2 billion US dollars, up 21%, operating in Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam. [Grab (SEC filing)](https://www.sec.gov/Archives/edgar/data/1855612/000185561226000011/a2025q4-earningspressrelea.htm) - In Q2 2026 Grab's deliveries GMV grew 24% year over year in constant currency to about 4.25 billion US dollars, and the company reported 54 million monthly transacting users. [Grab Press Centre](https://www.grab.com/sg/press/others/grab-reports-record-second-quarter-2026-results-raises-full-year-guidance-and-announces-750-million-share-repurchase-program/) - On March 23, 2026 Grab announced a 600 million US dollar cash deal for foodpanda Taiwan, which generated about 1.8 billion US dollars of GMV in 2025, marking Grab's first market outside Southeast Asia. [Grab (SEC filing)](https://www.sec.gov/Archives/edgar/data/1855612/000185561226000051/foodpandtaiwan-finalannoun.htm) - On July 22, 2026 Taiwan's Fair Trade Commission extended its review of the foodpanda deal to October 27, 2026, while delivery workers and unions protested the merger. [Focus Taiwan (CNA)](https://focustaiwan.tw/business/202607220014) How they won ## Grab's four winning moves What they did, why it worked, and how you can run the same move in one city on a small budget. 1. 01 ### Food delivery on top of a ride network What they did Grab added food delivery to an app people already used for rides, and in 2018 absorbed Uber's Southeast Asia business, moving Uber Eats merchants and couriers onto GrabFood across the region. Why it worked Existing users, drivers and payment accounts let GrabFood scale fast without building demand and supply from zero. Copy it locally Start from an audience you already have, such as a taxi or courier company's customers, a restaurant group's loyalty list, or a local media following. Put delivery in front of them first instead of buying users from scratch. [Source: Grab Press Centre](https://www.grab.com/kh/press/business/grab-merges-with-uber-in-southeast-asia/) 2. 02 ### Subscription for habitual users What they did Grab rolled out GrabUnlimited across its major markets in 2023, a monthly plan with delivery fee discounts and member deals, using free trials to drive sign ups. Grab said subscribers spent 4.2 times more on food delivery than non subscribers in Q3 2023 and had about double the six month retention. Why it worked Once users pay for free or cheaper delivery, they consolidate their orders on the app to get value from the fee. Copy it locally Offer a low monthly membership with reduced delivery fees and a first month free. Promote it at checkout to customers who have ordered two or three times, since they are the most likely to convert. [Source: Grab](https://www.grab.com/inside-grab/stories/grab-grabunlimited-subscription-plan-benefits/) 3. 03 ### A cheaper, batched delivery option What they did Grab introduced a Saver delivery option that groups several orders, even from different restaurants, into one rider trip, routed by its algorithm. Customers who accept a longer wait pay a lower delivery fee. Why it worked It brings in price sensitive customers while raising the number of orders each rider completes per hour. Copy it locally Add two delivery speeds at checkout: standard and a cheaper slower option. Let dispatch hold the cheaper orders a few minutes to combine them with others heading the same way. [Source: Grab](https://www.grab.com/inside-grab/stories/how-the-saver-option-for-food-deliveries-works/) 4. 04 ### Self serve ads for merchants What they did Grab built a self serve advertising platform where merchants promote themselves inside the app. It reported 228,000 quarterly active advertisers in Q4 2025, with average spend per advertiser up 23% year over year. Why it worked Ads give Grab high margin revenue on top of commissions, and give merchants a way to buy visibility without deep discounts. Copy it locally Sell simple placements in your app: featured restaurant on the home screen, top of a category, or a banner for a week. Price them as a flat local fee so small restaurants can easily say yes. [Source: Grab (SEC filing)](https://www.sec.gov/Archives/edgar/data/1855612/000185561226000011/a2025q4-earningspressrelea.htm) Where they are weak ## Three gaps you can use against Grab Every giant has blind spots. These are the ones a focused local operator can turn into an advantage. - ### High merchant commissions In April 2020 a viral post by a Singapore restaurant owner criticized GrabFood fees, and Grab responded that its merchant commissions range from 25% to 30%, mostly to pay riders. Fees at that level leave room for a local platform that offers restaurants lower or flat pricing. [Source: Vulcan Post](https://vulcanpost.com/696332/grab-responds-and-provides-actual-breakdown-of-merchant-commission) - ### Regulators watch its market power Taiwan's Fair Trade Commission extended its review of the foodpanda deal in 2026 to study how Uber's stake in Grab could affect competition, while couriers protested that the deal would reduce their bargaining power. Scrutiny of consolidation creates openings for independent local platforms that merchants and drivers see as alternatives. [Source: Focus Taiwan (CNA)](https://focustaiwan.tw/business/202607220014) - ### Platform fees under political pressure In May 2026 Indonesia capped commissions for app based motorcycle taxi platforms at 8%, and Grab Indonesia said the change would significantly alter platform business models. The cap covers ride hailing rather than food delivery, but it shows how public pressure on fees in Grab's biggest market can quickly change its economics. [Source: IDN Financials](https://www.idnfinancials.com/news/63631/pemerintah-batasi-potongan-ojol-8-berlaku-juni-2026) Build it with Ordering.co ## The tools to run Grab's playbook in your city Each of these features is included in every Ordering.co plan. [See all features](https://www.ordering.co/features/all-features/) - ### Marketing automation Run the Food delivery on top of a ride network move by announcing delivery to the audience you already have through email, WhatsApp, SMS and push campaigns instead of buying users from scratch. - ### Loyalty levels Get the effect of the Subscription for habitual users move without a paid plan by moving customers who have ordered two or three times into a loyalty tier with better rewards. - ### Advanced offers Support the Subscription for habitual users move with free or reduced delivery offers aimed at your repeat customer segment, so they consolidate their orders with you. - ### Order batching Copy the A cheaper, batched delivery option move by grouping orders heading the same way into one driver trip, which lowers your cost per delivery. - ### Marketplace business listing Sell the featured store spots in your marketplace listing as a flat weekly fee, a local version of the Self serve ads for merchants move. - ### Ad banners Add promotional banners for restaurants that pay for a week of visibility, the other half of the Self serve ads for merchants move. More lessons ## Learn from other giants [All giants](https://www.ordering.co/resources/lessons-from-the-giants/) - [AsiaMeituanChina's largest local services platform, best known for food delivery run on a massive, algorithm dispatched rider network built for density.](https://www.ordering.co/resources/lessons-from-the-giants/meituan/) - [AsiaSwiggyOne of India's two largest food delivery platforms, which grew into a multi-app consumer company spanning restaurant delivery, 10-minute grocery, dining out and events.](https://www.ordering.co/resources/lessons-from-the-giants/swiggy/) - [AsiaZomatoIndia's largest food delivery app, which started as a restaurant menu and review site and now sits inside Eternal alongside Blinkit quick commerce.](https://www.ordering.co/resources/lessons-from-the-giants/zomato/) ## Sources 1. [Wikipedia](https://en.wikipedia.org/wiki/Grab_Holdings) 2. [Grab Press Centre](https://www.grab.com/kh/press/business/grab-merges-with-uber-in-southeast-asia/) 3. [Grab (SEC filing)](https://www.sec.gov/Archives/edgar/data/1855612/000185561226000011/a2025q4-earningspressrelea.htm) 4. [Grab Press Centre](https://www.grab.com/sg/press/others/grab-reports-record-second-quarter-2026-results-raises-full-year-guidance-and-announces-750-million-share-repurchase-program/) 5. [Grab (SEC filing)](https://www.sec.gov/Archives/edgar/data/1855612/000185561226000051/foodpandtaiwan-finalannoun.htm) 6. [Focus Taiwan (CNA)](https://focustaiwan.tw/business/202607220014) 7. [Grab](https://www.grab.com/inside-grab/stories/grab-grabunlimited-subscription-plan-benefits/) 8. [Grab](https://www.grab.com/inside-grab/stories/how-the-saver-option-for-food-deliveries-works/) 9. [Vulcan Post](https://vulcanpost.com/696332/grab-responds-and-provides-actual-breakdown-of-merchant-commission) 10. [IDN Financials](https://www.idnfinancials.com/news/63631/pemerintah-batasi-potongan-ojol-8-berlaku-juni-2026) Ordering.co is not affiliated with, endorsed by or sponsored by Grab. Names and trademarks belong to their owners and are used here for commentary and education. Facts come from the public sources listed on this page, checked in October 2026. ## Build your own Grab, for your city. Tell us your market and what you want to launch. We will show you how Ordering.co runs the stores, orders, payments and delivery behind it. [Book a demo](https://www.ordering.co/contact/?meeting=demo#book)[See all features](https://www.ordering.co/features/all-features/)