Singapore-based ride-hailing and delivery platform Grab has partnered Enterprise Singapore to launch a new initiative aimed at helping small food and beverage (F&B) businesses improve customer reach and strengthen their digital capabilities amid rising operating costs and intensifying competition.
Grab said in a statement on Tuesday that the program, called Full House Mission, combines consumer marketing campaigns with training and operational support for smaller merchants, as many independent eateries face pressure from weaker consumer spending and higher business expenses.
Grab said changing consumer behavior is creating new opportunities as more users turn to delivery apps not only to order food but also to discover dining options.
According to a survey commissioned by the company, 84 percent of respondents had used the Grab app to find new restaurants or stores, while 61 percent said they regularly browse without a specific outlet in mind.
The company said smaller F&B operators often struggle to capitalize on such trends because of limited manpower and marketing resources, making it difficult to invest in digital tools and visibility initiatives.
Under the program, Grab will roll out a series of nationwide and neighborhood-level campaigns designed to increase exposure for participating merchants.
These include precinct-based dine-out promotions developed with Enterprise Singapore, beginning in Tanjong Pagar and later expanding to Holland Village and Jalan Besar. Consumers will be offered discounts of up to 15 percent at participating outlets through the Grab app.
The company will also fund delivery promotions on GrabFood, allowing selected merchants to offer discounts of up to 15 percent on menu items to attract orders beyond their immediate neighborhoods.
Alongside customer-facing campaigns, Grab plans to provide training and business support through its GrabAcademy platform.
In partnership with Enterprise Singapore and SkillsFuture Singapore, the company will conduct four workshops or masterclasses annually over the next three years.
Topics will include productivity improvement, menu optimization, talent management and the use of digital and artificial intelligence tools.
Grab and Enterprise Singapore will also publish biannual reports on consumer trends, digital marketing and AI applications in the F&B sector.
Other initiatives include monthly neighborhood outreach sessions to provide merchants with operational guidance, roundtable discussions on industry challenges such as labor shortages and cost pressures, and a new onboarding program for businesses joining the platform.
Under the onboarding scheme, called “Ready, Set, Grab!”, the company will sponsor a S$388 ($301) onboarding package for up to 70 new merchants through December 2026.
Participating businesses will receive access to support services, promotional tools and performance reviews aimed at helping them establish an online presence and attract customers.
“A full house means more than just filled tables or more delivery orders. For many small merchants, it represents stability, confidence, and the ability to keep doing what they love,” said Alejandro Osorio, Managing Director of Grab Singapore.
“F&B businesses are a vital part of Singapore’s culture and community identity, but many operate with very limited resources,
“Through Grab Full House Mission, we want to combine our platform reach, technology, and partnerships to deliver practical, meaningful support that helps small merchants attract and retain customers, strengthen operations, and grow sustainably,” he added.
Enterprise Singapore Assistant Managing Director Jeannie Lim said the partnership seeks to help local F&B businesses adapt to evolving consumer demand by expanding their digital reach and strengthening business capabilities.