Majority (89%) of millennials in Singapore value experiences, according to a study commissioned by ride-hailing firm Grab and YouGov1.
Spurred by this finding, Grab announced today that it is introducing a slew of new experience-led offerings on its mobile app in partnership with various retail, entertainment and F&B brands.
Last week, Grab launched ‘Gourmet Tribe’, which essentially offers a series of curated gastronomic adventures.
Users can expect a private Peranakan dining experience with Nonya Bong, a Yoga Sundowner superfood spread at Andaz Singapore, interactive food workshops with Baristart Coffee, among others.
Grab is also offering a ‘GrabPay Dealbook: Gourmet Tribe Edition’, which basically offers 100 1-for-1 dining deals at various restaurants in Singapore for six months at a promotional price of $14.90 (instead of the usual $30).
Participating restaurants include L’Entrecôte, Sarnies, Sabio By The Sea, Stirling Steaks, Pasta Supremo and Matsuya Dining, but new merchants will continually be added to the list.
Come October 18, Grab will also be rolling out Singapore’s first bubble tea subscription plan.
Users can simply subscribe to the plan to get vouchers that can be used at Gong Cha, LiHo, Woobee and iTea.
For the first month of launch, GrabPay users can buy five $3 discount vouchers for $9, while new GrabPay users can buy them for only $5.
The average cost of bubble tea is $3, so this will work out to paying only $1.80 per cup!
Grab also said that it will continue to expand Hawker Picks on GrabFood, including Michelin-starred meals, so users can enjoy more popular choices that can be delivered to their doorsteps.
Grab is also using its platform as a chance for users to do good with an option to donate their GrabRewards points to various meaningful causes in-app as part of its ongoing ‘Grab for Good’ social impact programme.
From now till 14 October, every 800 GrabRewards points donated will contribute S$2 to Alson Wang’s cause, who is a GrabFood delivery-partner and para-athlete with cerebral palsy.
He will be participating in the Relay Majulah Challenge to raise funds for the President’s Challenge and its 67 supported charities; and Grab has promised to match the contribution dollar-for-dollar.
“As our users interact with our app more times a day to fulfil their transport, payment and more needs, we foresee an increasing demand for experience-led offerings on the platform,” said Gillian Ang, head of marketing for Grab Singapore.
“It is also evident from the study that millennials in Singapore are only likely to continue a relationship with a brand that provides good service, as well as personalisation and innovation — all of which adds up to their experience.”