GCash, digital ordering platform partner to expand food services

GCash, a major mobile wallet in the Philippines, has partnered with digital ordering platform Tablevibe to enhance food delivery, pickup, and dine-in options within the GCash app.

The collaboration introduces Food Hub, a new feature on the app homepage.

It allows users to order directly from over 4,000 restaurants, including Pickup Coffee, The Bistro Group, Kenny Rogers, and Andok’s.

Customers can enjoy exclusive deals, low delivery fees, and even free delivery for first-time users.

The partnership also launches Scan-to-Order, a QR-based solution for dine-in customers to browse menus, place orders, and pay using their smartphones.

The service will focus first on restaurants with more than five outlets.

🔗 Source: GCash

🧠 Food for thought

1️⃣ The Philippines’ rapid digital wallet evolution creates new food service opportunities

GCash’s partnership with Tablevibe comes amid explosive growth in the Philippine e-wallet sector, which is expected to reach $4.42 billion by 2025, growing at 8.8% annually 1.

With over 94 million users representing 78% of the Philippine population, GCash has established itself as the region’s top financial brand, creating a massive ready audience for integrated food services 2.

The partnership addresses a significant market opportunity, as digital retail payments in the Philippines have surged from just 10% in 2018 to 52.8% in 2023, demonstrating the rapid shift in consumer transaction preferences 1.

By bringing Tablevibe’s network of 4,000+ restaurants into its ecosystem, GCash is following the proven super-app integration strategy that has driven success for platforms like Grab, which saw a significant increase in food orders after launching its food delivery service 3.

This integration tackles a key market inefficiency, as despite the massive adoption of digital wallets, a majority of GCash users haven’t yet tried food delivery services, indicating substantial growth potential for both companies.

2️⃣ Direct-to-consumer model challenges established food delivery duopoly

The GCash-Tablevibe partnership introduces a significant new competitor in a market currently dominated by just two players – Grab and Foodpanda, who control 61% and 39% of the Philippine food delivery market respectively 4.