Grab has once again collaborated with Nasdaq to feature 75 merchant partners, including six representatives from Vietnam, on the Nasdaq Tower billboard in Times Square, New York City. With a significant increase from just 53 partners last year, the campaign celebrated the rich and diverse culinary landscape of Southeast Asia, showcasing the small restaurants and eateries that contribute to its vibrant food culture.
The campaign also aimed to attract international attention to the “local heroes” – those who embody the spirit and identity of their local communities through food.
The selected partners for this campaign are small restaurants and eateries that tirelessly cater to the diverse culinary needs of their local communities.
They also represent the positive contributors to the dynamic economic landscape of Southeast Asian markets. For most of these restaurants and eateries, this is the first time their images have been featured in such a large-scale, professional international campaign.
“Grab is committed to driving growth in Southeast Asia, particularly in Vietnam, by empowering everyone economically and providing growth opportunities for even the smallest businesses,” said Ma Tuan Trong, Commercial Director of Grab Vietnam. “Through campaigns like this, we aim to level the playing field and enable our merchant partners to leave their mark beyond their local communities. We are proud that Vietnamese brands have had the opportunity to stand alongside culinary representatives from across the region, providing them with a platform to promote their brands to international tourists and grow their businesses further.”
Expressing her passion for Pho Chao and this special appearance, Bui Thi Dung, the owner, shared: “Running this small restaurant is my way of preserving my family’s culinary legacy and bringing joy to others by sharing the delicious, signature dishes of my hometown, Nam Dinh. Our partnership with Grab for online sales has reduced the pressure of on-site sales, increased our revenue despite our limited space, and provided us with opportunities to reach food enthusiasts beyond our physical location. Grab has also provided us with practical support, including efficient and reliable drivers, which has helped us maintain a stable customer base since our opening.”
Tran Viet Anh, founder of Soumaki, a brand known for its healthy meal options, proudly shared: “Our collaboration with Grab has made it easier for us to reach customers by automating our online sales process, from order receipt to delivery. We’ve also seen an increase in online orders. Through this promotional campaign, we hope to elevate the Soumaki brand and spread the trend of healthy and sustainable eating to more diners, both locally and internationally.”
MSMEs contributed 67% of the total transaction value on GrabFood and GrabMart in 2023
The Grab platform serves as a central hub, connecting local businesses across Southeast Asia. Over 6 million restaurant and kiosk agents are registered on the platform, most of which are micro, small, and medium enterprises (MSMEs). In 2023, MSMEs contributed 67% of the total transaction value on GrabFood and GrabMart.
In Vietnam, Grab has become increasingly attractive to merchant partners seeking business growth opportunities. The number of merchant partners registered on Grab has grown more than fivefold compared to the first year of GrabFood’s launch.
Depending on their business development stage, merchant partners can access user-friendly marketing tools, business training programs, and financial support initiatives on Grab. They can leverage these tools and opportunities to enhance their competitiveness on a larger scale and develop sustainably.
As users’ culinary preferences continue to evolve and diversify, Grab remains committed to being a trusted partner for small restaurants and eateries. The platform is pursuing a comprehensive omnichannel strategy, offering both online and offline business opportunities to drive success for its merchant partners.
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