acquisition

Aggregator-to-direct conversion: shift 15% of GrabFood orders without hurting volume

Most attempts to move customers off GrabFood/ShopeeFood fail because the offer is just a discount. Customers chose the aggregator for convenience, not price. This playbook offers genuine convenience parity via Zalo OA.

When it fires

Customer placed 3+ GrabFood/ShopeeFood orders in 60 days, phone number captured at handoff, opted into Zalo OA on at least one delivery.

Message copy that works

'Đặt trực tiếp qua Zalo OA bên em nhanh hơn — không qua app, không phí, giữ nguyên giá menu. Bấm [link] để thử lần đầu, em giao trong 30 phút.' — lead with speed and convenience, not discount. Match aggregator delivery time as a promise.

Cadence + timing

Send once per quarter to each eligible customer. Never more — aggressive messaging triggers app uninstall.

Expected lift

Shift 10–18% of aggregator volume to direct within 90 days. Margin per shifted order rises 22–25% (no commission). Total volume holds.

Guardrails — don't skip these

Don't promise delivery time you can't keep. Don't include order links the customer can't actually fulfill (e.g., kitchen closed). Suppress during peak aggregator promo periods — you'll lose.

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