GrabFood, a leading food delivery platform, has revealed insights indicating that Thai customers prefer ordering food via delivery apps for group consumption. Data shows that 93% of GrabFood users order food for groups of two or more. However, approximately 75% of these users encounter difficulties when calculating or splitting food costs. 

To address this issue, GrabFood has enhanced its “Group Order” feature, making it easier for users to order food together, select their favorite menus, and utilize flexible payment options. The brand has also launched an exciting campaign titled “GrabFood Group Order: Eat Together, Order with Grab,” targeting office workers, families, and friends by promoting collective purchasing with the concept that “the larger the group, the bigger the discount.”

Chirakit Kwangsukstith, Head of Deliveries at Grab Thailand, commented, “According to our recent user survey, we found an interesting insight that Thais enjoy eating together or spending time together during meals. Approximately 93% of GrabFood users in Thailand order food to enjoy together in groups of two or more [1].”

Grab introduced the Group Order feature in 2020 to facilitate users who wish to order food together in a single order, which has been well-received, especially among young professionals. Around 85% of Group Order users choose to order food for regular meals[2], particularly during lunch and dinner, and followed by ordering food for special occasions or festivals, and even during meetings.

“One significant pain point we discovered after launching the Group Order feature is that Thais are considerate and hesitant to request money from friends or colleagues when ordering food together. Approximately 75% of users indicated difficulties in splitting payments [3], such as calculating the total order, dividing costs, or managing money transfers. Moreover, it was found that ordering food together in a single order takes a long time, sometimes dragging on because everyone has to enter their details without a set order closing time or deadline. To address these challenges, we recently upgraded the Group Order feature in July, aiming to offer split payment options and reduce ordering times,” added Chirakit.

The enhanced Group Order feature comes with three key highlights that effectively address users’ pain points:

• Simplify ordering with groups: This enhanced feature makes it easier and more convenient for users to order food as a group, accommodating up to 10 people. The host initiates the order and shares a link with the group, enabling each member to select their menu and enter their details directly. Each user can monitor the order and track delivery status in real-time on their devices. Importantly, the feature includes an option to set a deadline for orders, ensuring efficient ordering without delays.
• Split payments easily: Users can choose how to split payments according to their preferences—whether paying only for their own order, dividing equally among all participants, or covering the total amount. Once selected, payment requests are sent directly to each person’s device, eliminating the hassle of chasing food costs.
• Save more: The feature introduces a discount system based on collective buying: the larger the group ordering together, the greater the discount.

Additionally, GrabFood has launched the campaign “GrabFood Group Order: Eat Together, Order with Grab,” introducing the concept of “MEALATIONSHIP SAVER” to highlight the Group Order feature’s role in strengthening relationships and enhancing the joy of shared meals. The campaign includes extensive 360-degree marketing activities both online and offline, targeting office workers, families, and friends. It offers special discounts of up to 15% for groups of 5 or more, up to 10 people. Additionally, new users can enjoy an extra 30% discount (up to THB 100, with a minimum order of THB 200) by using the code ‘NEWGROUP’ until August 18, 2024.

More details about Group Order feature, visit https://www.grab.com/th/blog/group-order/ 

[1]  Source: Grab Internal In-app Survey (October 2023)
[2] Source: Grab Internal In-app Survey (April 2024)
[3] Source: Findings from GrabFood users Survey conducted by T&Pm under Ogilvy Thailand (April 2024)