Premium Category Layer, Super App

TasteSelect premium dining experience presented by Jenny Kan

Title: Premium Category Layer, Super App
Category: Product Strategy
Year: 2026
Focus: Proposition Design, Subscription Model, Super App Growth
Role: Product Strategy & Design

Fascinated by the growth motion of super apps, I self-initiated a premium category for Grab, one of Asia's biggest super apps, called GrabSelect.

I defined the value proposition, grounded commercial model (subscription + behaviour lift), and leverage of existing intelligence and priority-delivery infrastructure — an adjacent zero-to-one product move with minimal technical rebuild.

The design challenge was to make premium feel effortless inside an app already built for speed and convenience. Every decision had to answer one question: does this make the user feel recognised, not sold to?

01 — The proposition

Quality from the first tap to the last bite.

TasteSelect is a premium category layer built on top of Grab's existing food delivery ecosystem. It packages a quality promise — better restaurants, curated menus, priority delivery — into a simple, recognisable membership that feels native to the super app.

02 — The model

Subscription + behaviour lift, not a rebuild.

The strategy leverages existing intelligence and priority-delivery infrastructure, so the technical lift stays small while the commercial upside is material. A subscription fee plus behaviour-driven commission creates a dual revenue engine that rewards both loyalty and spend.

03 — The strategy

An adjacent zero-to-one move.

Instead of building a separate app, GrabSelect sits inside the existing user journey. It turns occasional high-value users into repeat premium customers by removing friction at the moments that matter: discovery, checkout, delivery and after-care.

More work

Consumer2026