Taste 2021: A fun intimate walk down memory lane
Grab food’s relationship with users is practical, transactional and without conversation. With Grab’s user data, we were able to discover eating patterns, local food trends, weird hour cravings and more. This further helped the app’s algorithm to constantly tailor and recommend food options, all around their habits — the perfect chance for us to humanise our brand.
On top of 10 different personas in each of the 6 Asian countries, we personalised each user’s food habits across different cuisines, neighbourhoods, time of orders, spendings and even riders’ tips. As users walked down memory lane with Grab Food, they found their Food Squad. And interactions so fun that a little embarrassment did not stop them from sharing.
