• GrabFood, the leading food delivery platform, understands Thai consumers tend to seek variety and enjoy trying new dishes. In response, merchant-partners develop and introduce new items, resulting in an average menu refresh rate of 25% annually. 

• Embracing collaborative marketing, GrabFood has partnered with popular brands to co-create exclusive menus throughout the year, significantly enhancing business performance and doubling traffic to those merchants.  

• The brand has also launched the #GrabThumbsUp – Truly Yummy, Guaranteed by Real Foodies campaign to reinforce its value proposition of quality and wide ranging selections while offering discounts of up to 500 baht and free delivery.

Chirakit Kwangsukstith, Head of Deliveries at Grab Thailand, revealed that, “Thais are renowned for their passion for food and place great importance on culinary experiences. This is especially true for Gen Y and Gen Z, who constantly seek out new choices of restaurant and menu to explore and create unique experiences for themselves. This insight aligns with our platform data, showing that GrabFood users highly value a wide variety of choice and novelty. Therefore, we actively encourage our merchant-partners to continuously develop new products and menus. Each year, our partners introduce an average of over 25% new menu items to delight food enthusiasts who crave unique, exciting dishes.”

“In addition to curating a selection of renowned restaurants nationwide for our users through our flagship brand #GrabThumbsUp, we’ve placed a strong focus on collaborative marketing this year. By connecting trending restaurants and brands, we enable them to co-create exclusive menus that are only available on Grab. This initiative, which began in 2022, leverages our platform’s data, including order trends, top-selling items, and insights into emerging trends. Grab acts as a facilitator, connecting leading brands to collaborate on developing new products and innovations that resonate with our users and drive business growth.” 

“We’ve found that these co-created menus significantly boost restaurant traffic and visibility on our platform, doubling both compared to the non-collaboration period. Throughout this year, we’ve been launching over 20 special menus from over 30 popular restaurants, receiving overwhelmingly positive feedback and generating significant excitement among our users.” Chirakit added. 

GrabFood’s collaboration strategy focuses on three distinct areas:

• Mass Alliances: Pairing two popular restaurants to offer fresh and exciting menu twists. For example, the collaboration between two phenomenal brands: Souri, a contemporary patisserie known for its macarons, owned by a heartthrob actor ‘Win’ Metawin, and Butterbear, a viral bakery beloved by fans. They have teamed up to bring excitement to the dessert world with the “SOURI X Butterbear Box Set” catering to sweet tooths with top hit items from both brands, enhanced with a special box set design that doubles its cuteness.
• Specialty Synergy: Bringing together brands with specialized expertise in different types of food to collaborate, creating novelty for their fan base and attracting new ones. For instance, the “Cheesecake with Thai Tea Dip” from Layers, an up-and-coming dessert brand known for its unique multi-layer cakes, was the result of a collaboration with  Everyday Thai Tea (or Chan Ja Kin Cha Yen Took Wan), a leading Thai tea specialist known for its trendy slushy Thai tea. This partnership blends the strengths and uniqueness of both brands to create a new menu that offers a perfect fusion of flavors.
• Hybrid Fusion: Partnering across different customer segments or areas of expertise. For example, the “Baby Éclair Melon,” a viral menu from After You, a famous dessert café, is partnering with Juepak, a top influencer with millions of followers. This collaboration not only generates buzz and novelty to the food industry, but also unlocks new business opportunities  for both parties.

“In the final quarter, we will introduce even more co-created menus with leading brands, expanding our exclusive offerings. Additionally, we are launching the #GrabThumbsUp—Truly Yummy, Guaranteed by Real Foodies campaign.” This campaign will highlight top-rated merchants nationwide and high-quality dishes reviewed by genuine food enthusiasts. From October 28 to November 24, users can enjoy discounts of up to THB 500 and free delivery by entering the promo code ‘0BAHT’ at checkout,” Chirakit concluded.

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