Grab Encourages Growth Of Digital Culinary Ecosystems Through The Eatfluencer Program

JAKARTA Grab Indonesia continues to strengthen the expansion of digital lifestyle services through the launch of the Eatfluencer program in the Grab Discover feature, a step that is considered to be able to expand digital economic activity, especially in the culinary and MSME sectors.

This program encourages foodies communities and content creators to produce culinary reviews that have the potential to increase the visibility of business actors, including small restaurants and MSMEs that rely on digital marketing.

Since Grab Discover was introduced in mid-2025, this feature has helped thousands of users find culinary recommendations while pushing traffic to various merchants.

Grab Indonesia Country Marketing and Communications Head Melinda Savitri said the development of Eatfluencers was part of Grab's strategy to strengthen user engagement while increasing business economic activity.

"Eatfluenter is a form of our appreciation for the culinary community and creators who continue to inspire through authentic reviews. Through the #DareToDiscover campaign, we want to strengthen Grab's role as a platform that grows with its community while supporting local culinary promotions," Melinda said.

As part of the campaign, Grab held offline activities in Jakarta and Bali, collaborating with culinary creators and local communities to explore legendary restaurants.

In addition to encouraging community interaction, this step is also expected to increase exposure for culinary business actors in the two regions.

Grab also presents a sharing session with creators Andy Garcia and Bella Tanesia discussing strategies to create attractive culinary content and have the potential to increase consumer interest.

Bella, who actively shares reviews on Grab Discover, thinks this feature provides new space for creators to contribute to the digital culinary industry.

The Eatfluenter Program also offers incentives to increase user participation.

In November 2025, creators who reached the milestone of at least five posts and a total of 50 likes or saves per month had the opportunity to get a dine Out voucher worth IDR 200,000 and an exclusive badge as a form of appreciation.

Grab said it would continue to strengthen community-based features to increase interaction and encourage the growth of the digital economy, especially for the culinary sector, which is one of the drivers of the daily economy in Indonesia.

Information related to registration procedures and the Eatfluencer program mechanism can be accessed through the Discover menu in the Grab application.