Grab S'pore launches new initiative to help smaller F&B businesses, includes dine-in discounts

Grab Singapore has launched a new initiative aimed at helping smaller food and beverage (F&B) merchants in Singapore attract more customers, improve their digital capabilities, and grow both online and offline.

The initiative, called Grab Full House Mission, was launched on Jun. 9 at Tanjong Pagar Community Club.

It is being rolled out in partnership with Enterprise Singapore (EnterpriseSG), and will include consumer promotions, merchant outreach, training programmes, industry insights and onboarding support for new merchants.

Helping merchants get discovered

The initiative comes as smaller F&B operators continue to face pressure across dine-in and delivery channels, amid rising operating costs and more competitive consumer spending, according to Grab, .

Grab said consumer behaviour has also shifted, with more users turning to delivery platforms not only to order food, but also to discover where to dine.

Citing its consumer insights, Grab said 84 per cent of surveyed users had used the Grab app to discover new restaurants or stores, while 61 per cent said they often browse without a specific merchant in mind.

Alejandro Osorio, Managing Director of Grab Singapore, said at the launch that many people now open an app before deciding what to eat, adding that this gives smaller merchants an opportunity to be discovered at the “moment” when customers are still making up their minds.

He added:

“That's why we believe that supporting merchants today requires more than simply helping them to generate orders. It means helping them to build the visibility, the skills, and the resilience to grow sustainably over the long term."

Workshops, roundtables and onboarding support

Grab Full House Mission also focuses on helping merchants build capabilities and strengthen business resilience.

These include workshops and masterclasses run by GrabAcademy in partnership with EnterpriseSG and SkillsFuture Singapore, with four sessions to be held annually over the next three years for merchants nationwide.

The sessions will cover topics such as business productivity, menu and promotional strategies, talent management, and the use of digital and artificial intelligence tools.

Grab will also conduct monthly on-the-ground sessions across Singapore neighbourhoods to provide operational and digital support to merchants, as well as organising "roundtables" where F&B owners and operators can discuss industry challenges and exchange practical insights.

Grab and EnterpriseSG will publish free bi-annual industry insight reports as well, which aim to translate Grab’s data into practical guidance for F&B businesses.

Lastly, a new onboarding initiative will help new F&B operators get started with Grab — the company will fully sponsor the S$388 onboarding package for up to 70 merchants through December 2026.

Speaking at the launch, Senior Minister of State for Culture, Community and Youth and Trade and Industry Low Yen Ling highlighted how Singapore’s F&B sector plays an important role not only in the economy, but also in everyday life and Singapore’s identity.

“When the small kitchens in the neighbourhood are kept busy, the neighbourhood becomes even more vibrant. The partnership announced today really reflects EnterpriseSG and the government's continued commitment to the F&B sector.”

Sherman Khoo, 37, Regional Director of Operations and Business Development at Two Men Bagel House in Singapore, however said that while the initiative appears to largely target demand generation, which is something “every food business” needs, he noted that smaller businesses still face supply-side and delivery-related pressures.

Tanjong Pagar Dine Out discounts of up to 15 per cent

A part of the initiative also includes Dine Out precinct campaigns to increase footfall and visibility for participating independent F&B outlets in selected areas.

The first precinct campaign is being held in Tanjong Pagar from May 26 to Jul. 25.

Consumers are able to find participating restaurants through the Dine Out tile on the Grab app and redeem discounts of up to 15 per cent on their bill when dining in.

Grab said additional precinct campaigns are planned later this year in Holland Village and Jalan Besar.

Grab is starting with Tanjong Pagar as it wants to refine its “playbook”, according to Osorio, and learn from initial engagements with merchants before applying the model to other areas.

Beyond precinct campaigns, Grab will also run nationwide GrabFood delivery deals for smaller and independent merchants, with Grab-funded promotions of up to 15 per cent off menu-wide via the Food tile on the app.

These nationwide delivery deals are capped at S$6, subject to minimum order requirements, and valid until Dec. 31, 2026.