We are living in unprecedented times. Ever since COVID-19, our way of life has been transformed. The 'New Normal' as the term goes, has forced a paradigm shift in aspects of work, lifestyles, and business.

Across the board, businesses have also been impacted badly including the F&B industry. As lockdowns and social distancing forces everyone indoors to curb the spread of the disease, from the humble neighbourhood stalls and warungs to high-end dining establishments, many have had to adapt to this evolving landscape.

They have had to transform both swiftly and effectively to not only ensure continuity of their business but to also earn a living.

For many, technology and delivery platforms have provided that much needed support. Although most would argue that digitalisation was somewhat inevitable, the pandemic undoubtedly accelerated this digital transformation.

For some, changes were already afoot with many operators restructuring their business to include app-based ordering, delivery, and pickup options. In Malaysia, with the MCO (Movement Control Order) still in effect, it has now become a permanent model for both convenience and to mitigate health and safety risks.

Although it extends a helping hand for businesses, some traditional operators have found digital transformation to be a daunting experience. Fortunately, platforms such as Grab have made the shift seamless, fuss-free, and more importantly cost effective.

Grab's inclusive platform allows businesses both big and small to leverage off its range of services. Marketing campaigns and initiatives such as the GrabFood Small Business Programme have allowed small businesses not only to adapt, but to quickly leverage off opportunities within the delivery service landscape to acquire a wider consumer base that they normally wouldn't be exposed to.

Under the banner of the GrabFood Small Business Programme, the monthly "Minggu Peniaga Kecil" promotions which are fully funded by the company, help highlight these vendors to its expansive consumer base. Their July promotion benefitted nearly 20,000 merchants across the country and also helped them attract more than 64% new consumers. This resulted in participating businesses observing more than 38% uplift in sales over the duration.

Embracing this digital shift is something Alan Soo of Alfresco Kuching found himself facing, with the MCO effectively putting a halt to his business. Starting his business over nine years ago, which was spawned out of his passion for food, Alan was one of the earliest adopters of the delivery service, having joined the platform as soon as it started in Sarawak over two years ago.

"Before the pandemic, deliveries supplemented our revenue from dine-ins, but our fortunes drastically changed," explains Alan. With lockdowns and dine-in restrictions, his business suffered tremendously to the point he had to scale down his operations by letting some of his staff go.

But because he joined Grab over two years ago, he found an avenue to continue. "As we were already familiar with the ease and transparent system, the transition was easy and straightforward," he explains. He admits that although delivery was just a small part of his revenue when he first joined Grab, today it has become a lifesaving alternative.

"What surprised me the most was that through deliveries I saw my business extending to even more consumers. Those have now become my regulars," he enthused. Although Soo was able to adapt quickly, he admits he also had to change the way he approached the business from an operational standpoint.

"We had to get used to the pace of the orders and also pack the food better to ensure ease of transportation, no spillage and without compromising the quality of our food." He admits early on that he had the misconception that food will always be cold when it comes to deliveries, but this wasn't the case. "The riders are usually careful and efficient, so this rarely happens," he adds.

Soo also admits that various promotions by Grab including the "Minggu Peniaga Kecil" have helped with sales, enabling him to sustain during this health crisis. "My advice to other business owners who are struggling right now is to give deliveries a try," he says. "You can still sustain your business with it and they can really help you branch out to even more potential consumers."

The flexibility and reach provided by Grab allowed operators, even traditional ones, to innovate their business. The beauty of the platform is that it caters to all stakeholders, even small more traditional set-ups that pride themselves on just a handful of delicacies.

Take for instance Zulrushdi Ismail who operates Warung Mercik Kambing Bakar in the Klang Valley. Starting out five years ago as a part-time venture, his business grew and expanded into a full-time operation. Zulrushdi has been a merchant on GrabFood since 2018 and has enjoyed the benefits of the food delivery platform. So when the pandemic hit, his business wasn't adversely affected.

Zulrushdi admits that the platform has ensured the survivability of his business. "It has helped us a lot especially during the MCO as it has enabled us to reach more consumers, even doubling our sales even during these tough times," he explains.

Zulrushdi attributes his survival to the promotions Grab has been initiating since the pandemic began. He admits that being on the platform has helped increase the visibility of his business. "In addition to the promos, especially the Minggu Peniaga Kecil, we have seen our orders increase compared to usual days, almost four times.

"They have helped promote the outlet especially on social media, moreover during ongoing campaigns," he says. "They understand the digital aspects of the business better than I ever could, and have also put a lot of investment into these promotions and we have made the best out of it."

For businesses about to embark on a digital transformation, Zulrushdi imparts some advice. "Keep experimenting, because everything running in your business is completely based on trial and error - so you need to make the most out of the chances you get. Learning your market and understanding the capabilities of your product whilst leveraging the strength and expertise of delivery platforms will go a long way to help your business."

Both Alan and Zulrushdi are just one of the many success stories of how resilience, perseverance and the adaptability to embrace challenges and try new things have helped set their business up for the longer term. A quick look across the platform and immediately you will find smaller and more traditional set-ups listed alongside established international franchised vendors.

For these businesses, it's a strong chance of survival, for others dependent on delivery platforms, the same can be said as well. For users, it means continued access to their favourite meals during lockdown. For delivery-partners, an avenue to flexible, convenient earnings.

With food being such an important aspect of Malaysian life, it is fortuitous to see these beloved traditional operators who have stood the test of time continue to thrive in this current environment. Showcasing a true 'Malaysia Boleh' spirit, they have ensured survivability of their business and Malaysia's rich food culture while putting smiles on the faces of Malaysians who crave for their signature delicacies. That alone is something worth celebrating.

In conjunction with the upcoming Merdeka celebrations, Grab's "Minggu Peniaga Kecil" promotion will run from 10 August to 31 August and will see more than 35,000 merchants nationwide benefitting. Users will be able to enjoy free delivery (up to RM5) when ordering from participating merchants nationwide on GrabFood.