Grab Indonesia launches GrabAds strategy for F&B businesses

Grab Indonesia has introduced a full-funnel strategy through GrabAds to assist food and beverage (F&B) businesses in navigating changing consumer behaviors. During the F&B Forward: GrabAds Marketing Summit 2026, Roy Nugroho, Director of Commercial for Grab Indonesia, noted that 79 percent of GrabFood orders begin with customers exploring various options.

Data indicates that consumers spend an average of 12.4 minutes browsing approximately six merchants before making a selection. Furthermore, brand recognition does not always guarantee sales; for several major brands on GrabFood, only between 29 percent and 42 percent of brand searches resulted in completed transactions. The new strategy aims to help merchants move from building brand awareness to securing a position as a top choice for purchase.