[Watch]: These trends will shape the future of deliveries

One way her team has thought about it, for instance, is to show consumers recommendations based on location and time of the day, as well as customising it based on their behaviour.

(Read more: Personalising food recommendations on GrabFood)

Unifying online and offline experiences 

Kumar points out that after the sudden, pandemic-driven surge in demand for online food delivery services, people are now keen to dine out again.

But there’s now a considerable gap between online consumer behaviour and offline experiences, says Kumar. For example, the restaurants you are used to ordering from online, may not be the ones you frequent when you go out.

This gap presents a unique opportunity for companies like Grab, to integrate these experiences and potentially redefine the customer experience. 

(Read more: We introduced Dine Out Deals on Grab, because more people are eating out)

For example, a restaurant that’s already been saved on the Grab app by a consumer, could send out a notification about a special deal when that same person happens to be near the restaurant, says Kuamar.

“It’s easier said than done. A lot of factors have to be in place for this entire experience to get stitched together. But that’s what will catch the eyes of the consumers as well as merchants,” he adds.