Discover by Grab lets users explore and share food recommendations

We began developing this feature after observing that consumers often experience a fragmented journey when deciding what to eat. For example, they might ask friends for recommendations before looking up the options online. Or use one app to search for a convenient location and another to read reviews. 

This back-and-forth can be time-consuming and inconvenient. Plus, it’s hard to cut through the noise and find reliable recommendations given the sheer volume of content out there. That’s why we decided to bring everything together in one seamless experience within the Grab app. 

This is just the beginning. We are working on improvements to the product to make it more useful and engaging. 

Building trust and confidence with user-generated content 

We started our journey into user-generated content on the Grab app with user reviews for merchants in 2022. But we realised there was an opportunity to do more on our platform, as we witnessed the growing importance of social media for dining inspiration. Discover by Grab is designed to help users explore dining options in a way that feels engaging and meaningful, especially if recommendations come from family and friends, or local foodies whose tastes you trust.

These posts give users the freedom to share their dining experiences without the pressure of rating it on a scale. And by enabling users to engage with and follow one another on the app, it adds a social dimension that enhances the GrabFood experience.

Rewarding content creators through Eatfluencer 

Since we rolled out Discover by Grab, we’ve collected over 80,000 posts from users. 

As the volume of posts increases, recognising creators for their effort and quality helps encourage consistent contributions and makes it easier for people to find valuable content.

To do this, we launched the Eafluencer Programme in Singapore, Indonesia, Thailand and the Philippines, with plans to enhance the programme in the future.