Grab reports that the "average basket size for GrabFood orders increased by over 16% across Southeast Asia during the [COVID-19] lockdown" and as a result, the app is introducing some new service innovations to meet demand and customer expectations—one of them is a group ordering feature.
Users can now initiative group orders in the GrabFood app by clicking on the group order icon on the participating merchants' menus. This, in turn, will trigger an invite option and the user can invite other contacts to hop on the order. Everyone in the party has visibility of what's being placed in the basket and once the selection is complete, the group order creator can proceed to check out.
The group ordering feature seeks to address "the hassle of collating orders on behalf of others."
In-App Group Ordering Features
The GrabFood App Makes It Easier for Users to Order as a Group
Trend Themes
1. Increased Group Ordering - The trend of increased group ordering in food delivery apps creates opportunities for businesses to develop group ordering features and enhance the user experience.
2. Social Ordering - The introduction of group ordering features promotes social ordering, allowing friends, family, and colleagues to easily order food together and share the experience.
3. Enhanced Convenience - The inclusion of group ordering features in food delivery apps offers convenience to users by simplifying the process of coordinating and placing group orders.
Industry Implications
1. Food Delivery - The food delivery industry can leverage group ordering features to attract more customers and increase order sizes, resulting in higher revenue.
2. Mobile Apps - The mobile app industry can capitalize on the trend of in-app group ordering features by developing innovative solutions that facilitate social interactions and improve user engagement.
3. Restaurant Industry - Restaurants can embrace group ordering features in their apps to cater to the growing demand for social dining experiences and attract customers looking for convenient options to order together.