SINGAPORE, 9 JUNE 2026 – Grab Singapore today launched Grab Full House Mission, a new programme designed to help small food and beverage (F&B) merchants attract customers more consistently, strengthen digital capabilities, and build more resilient businesses amid rising operating costs and increasingly competitive consumer spending. 

The launch comes as many smaller F&B operators continue to face pressure across both dine-in and delivery channels. The way consumers discover food is changing. Increasingly, consumers are turning to delivery platforms not just to order meals, but also to explore dine-out options. Grab consumer insights found that 84% of surveyed users had used the Grab app to discover new restaurants or stores, while 61% said they often browse without a specific merchant in mind (1).

Yet for smaller eateries, standing out remains a challenge. They often operate with lean teams and limited marketing resources, making it more difficult to consistently invest in digital tools, online visibility and demand-generation efforts.  Even when present online, they still struggle to consistently attract new customers and convert online discovery into both delivery orders and in-store visits. 

Together, these findings point to a clear gap: consumers are increasingly open to discovering food online, but many F&B businesses – smaller local eateries in particular – lack the resources and know-how to get noticed at the moment of decision. 

Grab Full House Mission was created to help address this gap. The programme combines nationwide consumer demand-generation efforts with hands-on merchant support and capability-building to help independent F&B businesses grow both online and offline, while strengthening the overall F&B ecosystem in Singapore.

The programme comprises two key pillars:

1. Grab Full House Mission for consumers: Driving discovery and demand 

With more consumers now using delivery platforms to discover new food options, visibility and value-led discovery have become increasingly important for smaller merchants looking to stand out. Grab Full House Mission will include a series of consumer initiatives designed to help smaller merchants increase visibility and attract new customers both via deliveries and in-person. These include:

(a) Dine Out precinct campaigns on Grab Dine Out, developed in partnership with EnterpriseSG, aim to drive greater footfall and visibility to merchants in selected precincts. This is done through consumer promotions at participating independent F&B outlets, further amplified by precinct marketing efforts.

The first precinct campaign will launch in Tanjong Pagar from 26 May to 25 July, with additional campaigns planned later this year in Holland Village and Jalan Besar. Consumers can discover these deals in their Grab app, through the Dine Out tile, with offers of up to 15% off their total bill (2).

(b) Nationwide delivery deals on GrabFood, designed to help smaller and independent merchants capture more demand across Singapore, beyond physical boundaries. Through Grab-funded promotions, consumers can access offers of up to 15% off menu-wide via the Food tile on the Grab app (3).

2. Grab Full House Mission for Merchants: Strengthening business resilience 

Grab Full House Mission also includes merchant support and capability-building initiatives designed to help small F&B operators strengthen operations, improve visibility, and make better use of digital tools to grow their businesses. Delivered together with industry experts and experienced operators, these initiatives comprise several formats, including:

(a) Workshops and Masterclasses
In partnership with EnterpriseSG and SkillsFuture Singapore, GrabAcademy will run four workshops or masterclasses annually over the next three years for merchants nationwide. Featuring insights from relevant industry experts, these sessions will offer hands-on guidance on areas such as improving business productivity, refining menu and promotional strategies, talent management, and leveraging digital and AI tools to drive growth.

(b) Industry Insights 

Digital tools and consumer behaviour are changing fast. Together with Enterprise Singapore, these free, bi-annual reports turn Grab’s extensive data into practical guidance for F&B businesses – covering consumer trends, practical ways to use AI, digital marketing, and more.

(c) Grab Merchant In Your Neighbourhood
Grab will conduct monthly on-the-ground sessions in neighbourhoods across Singapore, making it easier for busy operators to participate. These sessions will provide practical guidance on improving in-app visibility and performance, alongside one-on-one operational and digital support, real-time troubleshooting and optimisation advice.

(d) GrabAcademy Merchant Roundtables
The GrabAcademy Merchant Roundtables will bring together F&B business owners and operators for candid discussions on key industry challenges and opportunities. The first session, held in early June, focused on manpower constraints, rising operating costs, sustainable scaling and the use of digital tools to improve operational efficiency, while giving merchants a platform to exchange practical insights and experiences with fellow operators.

(e) Ready, Set, Grab!

Grab will introduce “Ready, Set, Grab!”, a modular onboarding initiative aimed at helping F&B operators who are new to Grab get started online with greater ease and confidence. Through the initiative, Grab will fully sponsor the S$388 onboarding package for up to 70 merchants through December 2026.

Eligible new merchants will receive support including:

• A heavily discounted onboarding package that bundles Grab tools and solutions designed to help merchants kickstart growth on Grab 
• Direct access to Grab’s Support Team via the Merchant Concierge Service to address day-to-day operational queries  
• Funding support and discounts on promotional tools to help merchants attract their first customers and drive demand 
• Business reviews and performance insights to help merchants understand demand, improve performance and optimise their offerings over time

“A full house means more than just filled tables or more delivery orders. For many small merchants, it represents stability, confidence, and the ability to keep doing what they love,” said Alejandro Osorio, Managing Director of Grab Singapore. “F&B businesses are a vital part of Singapore’s culture and community identity, but many operate with very limited resources. Through Grab Full House Mission, we want to combine our platform reach, technology, and partnerships to deliver practical, meaningful support that helps small merchants attract and retain customers, strengthen operations, and grow sustainably.”

Jeannie Lim, EnterpriseSG’s Assistant Managing Director, Services and Growth Enterprises said, “Food culture is central to Singapore’s identity, and contributes significantly to the vibrancy and character of our neighbourhoods. As the F&B landscape evolves, local businesses will need the right tools and support to reach customers and grow. Through our partnership with Grab, we are equipping them with digital tools, increased reach, and capability-building resources to stay resilient and capture changing consumer demand. We look forward to supporting more homegrown businesses as they bring new life to beloved precincts like Tanjong Pagar.”

Merchants interested in participating in Grab Full House Mission can register their interest here: grb.to/fullhousemission.

Footnotes:

(1) Grab’s Singapore Asia Food and Grocery Trends Report 2023: https://assets.grab.com/wp-content/uploads/media/si/reports/2023/Delivery-Trends-Report-2023-SG.pdf

(2)  Dine Out precinct campaigns: Other terms and conditions apply.

(3) Nationwide delivery deals: Offers are capped at S$6 and subject to minimum order requirements and other terms. Valid until 31 December 2026. Additional GrabUnlimited benefits may apply.