Building on six years of growth in Pampanga, Grab Philippines has launched Grab Asenso: Digital Diskarte Program, its flagship initiative designed to help micro, small, and medium enterprises (MSMEs) thrive in the digital economy.
Since GrabCar’s arrival in 2019, followed by GrabFood, GrabExpress, and GrabMart, Pampanga has become one of Grab’s strongest ecosystems. Nearly half of Luzon’s 20,000 driver- and delivery-partners are based in the province, while more than 3,000 Kapampangan restaurants and grocery shops now use Grab to reach customers and scale their businesses.
“Pampanga is proof that digital infrastructure and community ambition can converge into something much bigger,” said CJ Lacsican, Vice President for Cities at Grab Philippines. “Through Grab Asenso, we are empowering local MSMEs with the skills and tools to succeed in a connected, data-driven economy.”
From Kitchen to Enterprise Growth
Known as the country’s culinary capital, Pampanga’s entrepreneurs have embraced digital platforms to fuel growth. In 2024 alone, business registrations rose by 6.7%, with over 29,000 new enterprises.
One example is Kuya Jeck’s Tapsilogan, founded by former GrabFood rider Ronnie Casupanan, who expanded his small eatery into three branches through Grab’s financing, digital payments, and advertising support.
“When you embrace the tools Grab provides—whether loans, payments, or promos—a small start can turn into a much bigger dream,” Casupanan said.
What Sets Grab Asenso Apart
Unlike standalone training or digital tools, Asenso combines three essentials: skills, tools, and access to demand.
- Asenso Learning Caravan delivers smartphone-based modules on digital marketing, AI for MSMEs, and financial growth planning — designed for same-day application.
- Asenso Tools integrated in the Grab Merchant app include Tap & Scan To Pay (a SoftPOS solution piloting in Angeles City in Q4 2025), automatic income protection coverage, and the AI Merchant Assistant (BETA) that suggests promotions, reorders, and customer insights in multiple languages.
These solutions aim to close the adoption gap, with 77% of Filipino MSMEs wanting to use digital tools but only 16% actively doing so, often due to lack of skills or perceived complexity.
Supported by DICT and Local Leaders
The program has gained the backing of the Department of Information and Communications Technology (DICT). Director Emmy Lou Versoza-Delfin hailed it as “a powerful display of digital bayanihan” that bridges the digital divide and strengthens livelihoods.
Angeles City Vice Mayor Amos Rivera also emphasized the city’s support for MSMEs, noting that under Mayor Jon Lazatin’s leadership, the LGU has partnered with Grab to keep local entrepreneurs competitive and connected.
A Model for Nationwide Rollout
Grab Asenso in Pampanga is the first stop of a nationwide caravan, with upcoming legs in Cavite, Baguio, Bohol, Iloilo, Bacolod, and Cagayan de Oro. The initiative builds on Pampanga’s success story to showcase how regional MSMEs can drive inclusive digital growth.
