Grab expands cloud kitchen concept

MANILA, Philippines — Grab has expanded its cloud kitchen concept, adding two new locations as part of the company’s efforts to bring convenience to customers and help more restaurants grow.

Grab launched last Thursday its two newest GrabKitchen branches located in Malate and Parañaque.

GrabKitchen is a cloud kitchen wherein multiple merchants are centralized in one location.

Through GrabKitchen, customers can mix and match their orders and purchase them under one delivery fee.

Cloud kitchens are designed to cater to the delivery marketplace by affording businesses with minimal overhead and infrastructure costs.

“We are expanding GrabKitchen in the country not just for convenience, but also to support more restaurants grow their business and their pivot to food delivery service,” GrabKitchen project lead Josephine Kamiyama said.

“We actually leverage on our data in terms of our expansion plans. In contrast to typical brick and mortar restaurants, wherein demographics play a major role, what we used is our actual historical data to make it more effective for both Grab and merchant alike. We have been successful because of that expansion strategy that we’ve been doing since last year,” she said.

The first GrabKitchen in the country was opened in Glorietta 2 in Makati in February last year with six merchants.

A second branch was opened in Sampaloc in Manila last February to cater to the students within Manila’s university belt.