SUPER app Grab launched on Wednesday its first cloud kitchen concept, called GrabKitchen, in Metro Manila, partnering with six merchants initially to capitalize on the growing demand for food delivery in the Philippines.
GrabKitchen, first introduced in Indonesia, brings together different restaurants in one central location. It is equipped with the basic needs of restaurant operators. This affords merchants the ability to expand without the high overhead costs such as infrastructure buildup.
Edward Joseph de la Vega, who heads GrabFood Philippines, said Grab “leveraged data from historical orders to address cuisine gaps,” thus bridging “consumer demand and availability of food selections.”
He added, “As a natural extension of GrabFood, GrabKitchen brings us closer to our goal of simplifying the daily tasks of Filipinos, while offering greater convenience and more rewarding experiences.”
GrabKitchen is located at Glorietta 2. It features the following restaurants: Omakase, Mister Kabab, 24 Chicken, Recovery Food, Frank and Dean, and CoCo Fresh Tea and Juice. Out of the six, the first five have no footprint in Makati City.
Aside from delivery, where users can mix and match orders from partner merchants, GrabKitchen also offers on-demand delivery, and in-store dining through a “unique digital experience via a self-order kiosk.”
De la Vega said, “GrabFood is making it more convenient and affordable for consumers to share meals with the ones they love with the launch of GrabKitchen and our new GrabFood bundles.”
GrabKitchen has over 50 branches in Southeast Asia including Indonesia, Thailand, Vietnam, Singapore, and the Philippines. In the Philippines, GrabFood is looking at expanding to at least four more locations by 2020.