As consumers increasingly turn to convenient, health-conscious food options, as reported by Food Industry Asia (FIA), businesses catering to this demand are thriving. One such success story is Go! Salads, a humble family-run venture that has blossomed into a thriving multi-brand company. With the support of GrabFood, what began as a small salad store has expanded its reach, tapping into the growing market for nutritious, ready-to-go meals.
Thirteen years ago, the Gonzales family planted the seeds of a health-focused venture in their farm in Tanza, Cavite. They are known for always having a bowl of fresh greens at the table, and one day noticed something curious: their guests began to anticipate their homemade salad dressings as much as the meals. What was once a simple addition to their dining experience soon became a sought-after staple, and the idea of creating “to-go salads” took root.
Thus, Go! Salads was born — a brand committed to bringing healthy food to people without the hassle of elaborate meal plans. The first Go! Salads branch opened its doors in Katipunan, catering to the student population. Recognizing the importance of starting healthy eating habits early, the Gonzales family made their offerings affordable and accessible, with a mission to inculcate the value of healthy eating in the young.
Over time, Go! Salads expanded to key locations like SM North, Ortigas, BGC, and Makati. However, this growth wasn’t immediate; it took 13 years of overcoming challenges and adapting to the evolving food industry.
Embracing e-commerce for survival and growth
Before the pandemic, Go! Salads had 22 branches across Metro Manila. However, like many businesses, they had to pivot quickly when COVID-19 hit, drastically cutting down their physical stores. Faced with this challenge, the Gonzales family knew they needed to shift focus towards delivery. They began small, managing orders through Viber groups and optimizing their in-house delivery system.
The game changed when they partnered with GrabFood. This collaboration not only supported their sales but also opened up new growth opportunities. Grab provided the platform, exposure, and marketing solutions that helped Go! Salads thrive during the pandemic, as told by Abbygale Dabu, marketing manager for GOSALADS Inc. during an interview with the Manila Bulletin.
“Good thing Grab was already there to support us. Basically, a big chunk of our sales came from our delivery that time. It was a big help for us as it allowed us to cope with the pandemic and continue our business. Grab was a big help in allowing us to keep going.” She emphasized.
She also commended GrabFood for its careful handling of its perishable products. “Go! Salads’ fresh products have a shorter shelf life, so efficient handling is crucial. Thanks to GrabFood, our products rarely face mishandling and consistently arrive in excellent condition.
In areas such as Parañaque and other southern locations, Go! Salads tested the waters with the help of Grab’s insights and marketing tools. These areas proved successful, thanks to Grab’s marketing activations, which allowed Go! Salads to reach health-conscious customers looking for fresh and healthy meals during lockdowns. The convenience of cashless transactions and efficient deliveries further increased their reach.
Expanding for more options
While Go! Salads initially catered to a niche market, the pandemic spurred them to innovate further. “With the help of Grab, we were able to reach a wider market. We were able to tap into those markets who are also not just in search of a healthy meal, those who are only looking for some snacks as well. And we made it more accessible to people to eat healthy.
The data-driven insights from GrabFood have made them realize a demand for heartier meals beyond salads. This led to the creation of new brands under GOSALADS Inc., such as Vegan Pizza Plant, Publiq Coffee and Eats for breakfast offerings, and Los Chachos, all aimed at offering more filling and varied options for their customers.
“One of the good opportunities that we explored with GrabFood was we were able to try more cuisines. With the help of their detailed demographic and marketing insights, we got to see which cuisines will work.
Despite the success of their new ventures, challenges persisted. Shelf life was a major issue in their early days, but Grab’s ability to pinpoint peak selling times through Grab Merchant Marketing Solutions ads helped Go! Salads optimize their operations. They were also able to test new products and promotions.
Benefiting from GrabFood features for merchants
Go! Salads decided to be a GrabFood Signatures merchant-partner, a community of restaurants exclusive on Grab, which opened new doors of opportunities for the brand. GrabFood Signatures merchants access exclusive marketing and promo mileages, enabling them to engage even more with Grab’s user base.
As the world shifted to a hybrid market, Go! Salads stayed quick on their feet, adapting to trends and offering multiple promos to keep their brand relevant.
“It’s observable that our sales from direct deliveries and GrabFood have grown from 15% to at least 30-35% of our total sales today.” Abby emphasized.
One of the key factors in their growth has been their participation in Grab’s Spotlight marketing program. This program has significantly expanded their customer base and enhanced their visibility, especially during the height of the pandemic. “It’s a valuable marketing venue that has allowed us to stretch and grow our customer base. With Spotlight, we’ve seen a notable increase in new trials of our products and food offers. We are happy that local brands like ours get to have equal visibility and a fair competition platform.”
Furthermore, Go! Salads' recent inclusion in Grab’s Dine-Out Deals has solidified their position as a go-to option for health-conscious customers on the move. “It extends our marketing reach to customers who may not be able to dine in or visit our stores. It’s a smart strategy, especially since our locations are in high-traffic areas.”
For Abbygale, the key to survival and success in today’s fast-paced industry lies in reacting quickly to market demands and making data-driven decisions. The brand, backed by Grab’s marketing tools, accessible data analytics, and efficient delivery operations, continues to create exciting options and explore new opportunities to grow their brand. From a simple farm in Cavite, Go! Salads has evolved into a thriving business that remains committed to its roots — providing fresh, healthy, and convenient food options for all. Today, there are 14 Go! Salad stores, 11 Publiq Coffee and Eats, and 3 Los Chachos physical stores.
As the brand continues to thrive in a hybrid market, Go! Salads exemplifies the power of resilience and adaptability. By embracing change and leveraging the right tools, the Gonzales family’s vision of making healthy food accessible to the masses is closer to reality, proving that innovation is key to navigating a constantly shifting market.