Grab Philippines brought its Grab Asenso: Digital Diskarte Learning Program back to Cebu for a second year, gathering more than 100 local food businesses and guests for expert-led training in digital skills and technologies, along with hands-on access to AI-powered business tools. The program was held together with the International Trade Centre (ITC), a joint agency of the United Nations and the World Trade Organization.
Its return is a nod to the cityʼs thriving MSME community. Small and medium enterprises make up more than 80% of active GrabFood restaurants in Cebu, a testament to how homegrown businesses continue to shape the local food scene.
“Grab Asenso exists to build a playing field where every business, whatever its size, has the capability and the opportunity to grow. We do that by making the skills and tools that power todayʼs leading enterprises accessible to more local entrepreneurs. Cebu is full of determined, creative, and brilliant business owners, and when more of them thrive, the whole city grows with them. Through these expert-led classes and Grabʼs core business tools, we hope to unlock new pockets of growth that will carry them further in their asenso journey,ˮ said Kyna Ong, Regional Manager for Visayas at Grab Philippines.
Cebu City Mayor Nestor Archival welcomed the programʼs return. “This program helps our local MSMEs learn how to use AI, photography, digital marketing, and delivery services to improve their businesses and reach more customers. It is a big help to our business owners as they work to develop and grow their businesses. And as their businesses grow, it also helps strengthen our local economy and create more sustainable job opportunities for our residents,ˮ he said.
Learning from global experts
This yearʼs program goes deeper with ITC on board. ITC experts led sessions on digital content mastery and strategy, guiding participants through hands-on branding and content creation, product photography, and planning posts across social media platforms.
Participants included GrabFood 5-Star Eats merchant-partners, the top-rated community restaurants recognized for consistently excellent food and service, joined by fellow homegrown MSMEs and Only On Grab merchant-partners whose offerings are available exclusively on the platform.
Owners ofi homegrown Cebu restaurants and community eateries take part in hands-on workshops on content creation, digital marketing, and AI fiundamentals led by Lorna Bondoc, Digital Business Advisor at the International Trade Centre, as part ofi the Grab Asenso Digital Diskarte Program.
They also got a closer look at three Grab tools built to make running a business easier. The GrabMerchant AI Assistant is an AI-powered co-pilot that takes on routine tasks like managing menus and operating hours, freeing owners to focus on their food and customers. GrabAds Spotlight Campaigns help merchants stand out and reach more customers on the platform. And Tap & Scan to Pay lets them accept QR code and card payments using nothing more than a smartphone.
Homegrown brands, bigger reach
Cebuʼs merchant community is home to some of the countryʼs most beloved homegrown food brands, many of which have grown alongside Grab.
Founded in Mactan in 2006, The Abaca Group has grown into one of Cebuʼs leading hospitality groups, behind names such as Abaca Baking Company, Maya, and Tavolata. It joined GrabFood in 2020 and ranks among the platformʼs top-performing brands in the Visayas.
“Joining GrabFood introduced us to a whole new segment of customers who once saw us as out of reach. Grabʼs data shows us what people are looking for, so we built brands made for online and learned which dishes travel well. Even customer feedback on the app pushed us to rethink our packaging and streamline how our restaurants run, well beyond delivery,ˮ said Chef Patrick Henry Corpuz, Managing Director and Partner at The Abaca Group.
A Cebu favorite for Filipino and Visayan family-style dining, Hukad has partnered with Grab since 2019, bringing along sister brands Anʼdale, Gana Bowls, and Kushi Izakaya. “Grabʼs data is very transparent, so during our monthly reviews, we can pull up the analytics right away. As we grow Anʼdale and expand in Cebu and into Mindanao, those insights help us decide where to open next,ˮ said Jeanette Yap, Senior Operations Head of Hukad.
For data-driven brands like these, the GrabMerchant AI Assistant makes such insights even easier to act on. Instead of sifting through reviews one by one, merchants can quickly pull together customer feedback and spot patterns in what diners love or want improved, turning everyday data into sharper, better-informed business strategies.
Dessert Factory began as a small cake shop at Ayala Center Cebu in 2003 and is now a regional dining institution. It joined Grab in 2018 and has been an Only On Grab merchant-partner since 2021.
“In our 26 years of service to our patrons, we have tapped Grab since 2019 and that support goes beyond the app, from guidance on what works best for our business to opportunities like this Grab Asenso program. Grab helps us reach customers beyond our store front. Serving them better and inspiring them with our food & cake selections,ˮ said Dr. Rachel Yang Lim, owner of Dessert Factory.
“AI is the next frontier for every business, and we are excited to learn how these tools can help us serve our customers better without ever compromising on quality,ˮ Yang added.
Cebu is the latest stop in a growing nationwide movement. In 2026 alone, Grab Asenso: Digital Diskarte learning caravans and merchant masterclasses have reached 10 cities, including Bacolod, Iloilo, Cagayan de Oro, Baguio, and Puerto Princesa, with Pampanga and more communities next on the map, so that more homegrown businesses across the country have the access digital tools and support to keep growing.
