Bubble Tea Craze on GrabFood!

Summary

GrabFood recorded a regional average order growth rate of 3,000% for bubble tea across Southeast Asia in 2018. Individual country growth rates ranged from over 250% in Malaysia to more than 8,500% in Indonesia over their respective tracking periods. The customer base for bubble tea expanded by over 12,000%, supported by a 200% increase in merchant outlets to nearly 4,000 locations representing over 1,500 brands. Southeast Asian consumers ordered an average of four cups per person per month, led by Thailand at six cups and the Philippines at five cups. Order timing concentrated primarily around lunchtime meals and midday afternoon breaks.

Takeaways

• In 2018, bubble tea orders on GrabFood achieved a 3,000% regional average growth rate across Southeast Asia, led by Indonesia with over 8,500% growth.
• By December 2018, GrabFood's supply network expanded by 200% to include nearly 4,000 bubble tea outlets across more than 1,500 brands.
• Southeast Asian consumers drank an average of four cups of bubble tea per month on GrabFood, with Thai consumers leading regional consumption at six cups monthly.

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