Grab Thailand has announced its ambition to transform its GrabFood services from being merely a ‘food delivery platform’ into a more ‘comprehensive food experience provider’, leveraging its strengths in innovation and technology to meet the evolving needs of today’s consumers. This move is aimed at addressing the demands of the digital lifestyle and alleviating consumer pain points across four dimensions (4S), which encompass time, convenience, price, and environmental considerations.

Worachat Luxkanalode, Country Head of Grab Thailand, commented, “Thailand’s THB 86 billion food delivery market¹ remains stable in the second half, driven by changes in post-COVID consumer behavior, coupled with the slowdown in the global economy. This has led to intense competition among key players, each adapting their strategies to continuously stimulate and energize the market. For GrabFood, our focus this year centers around three key strategies: ensuring quality and a wide selection in our services, fostering platform loyalty, and improving the efficiency of delivery services. Furthermore, we are harnessing innovation and technology to enhance our business operations and introduce new services and features that align with the evolving consumer lifestyle. This strategic approach is in line with our overarching business direction of ‘Building Sustainable Growth through Innovation.'”

“As the market leader, Grab is committed to continuously evolving our platform and introducing new features and services to meet the ever-changing needs of consumers, particularly in the 5.0 era where digital technology and artificial intelligence (AI) play increasingly significant roles. Leveraging our strengths in innovation and technology, we strive to enhance and refine our services in alignment with consumer insights and behaviors. Our goal is to address pain points and delight our users across four crucial dimensions: time, convenience, price, and the environment. We aim to go beyond being just a mere food delivery platform, aspiring to emerge as a comprehensive food experience solutions provider dedicated to serving people in Thailand.”

GrabFood has developed and introduced various new services and features to address the needs of today’s consumers in four dimensions (4S), namely

• S1: SAVE TIME – To meet the needs of today’s fast-paced lifestyles and help users better manage their time, Grab has developed new features to reduce waiting times and facilitate life planning. These features include:
  • Self-Pick Up: Users can order food or beverages through the Grab app and pick them up at the restaurant without queuing. Based on the user survey², 53% of users use this feature to avoid long waiting queues^. The five most frequently used locations with this feature are Samyan Mitr Town, The Parq, EmQuartier, CentralWorld, and Silom Edge.
  • Order For Later: With this feature, users can place food orders up to 7 days in advance and specify their preferred date and time for delivery. This feature is favored by busy individuals who have limited time for ordering food. Additionally, 20% of users³ use this feature to avoid peak-hour ordering, such as during lunch and dinner.

• S2: SAVE EFFORTS – Grab strives to make every eating experience easy for users by developing new features and services that enhance convenience, making it effortless to enjoy their favorite dishes. These features include:
  • Group Order: Multiple users can place orders from the same restaurant in a single order. This feature is popular among office workers who enjoy group dining.
  • Dine-In: GrabFood’s latest service is designed to support the growing popularity of dining out in the post-COVID. It encompasses restaurant searches, reviews, E-Voucher discount deals, and even ride-hailing service arrangements to streamline your dining experience. In the future, Grab intends to introduce restaurant reservations through its app.

• S3: SAVE COST – In addition to the GrabUnlimited subscription package aimed at building loyalty through discounts and benefits, Grab is committed to providing quality services with a range of pricing options to cater to different groups of users, including price-conscious consumers. These features include:
  • Flash Sale: This feature offers limited-time discounts of up to 50% for a specific period. Grab upgraded this feature in August, allowing it to customize discounts on food orders from selected merchant-partners based on their preferences and behaviors.
  • Saver Delivery: This feature is designed to serve users who do not require immediate delivery and want to save on delivery fees. This feature offers a lower delivery cost of up to 50% when compared with the standard delivery.

• S4: SAVE THE ENVIRONMENT – In response to the growing concern on environmental issues, Grab has developed technology to involve users in reducing their environmental impact. These initiatives include:
  • Plastic Cutlery Opt-Out: Users can automatically choose not to receive plastic cutlery, reducing single-use plastic waste. Over the past year, this initiative has reduced over 8,100 tons of plastic waste⁴.
  • Carbon Offset: Users can contribute 1 baht with each food order to support tree planting, offsetting carbon emissions from food deliveries by motorcycle. Grab has already supported the planting of over 200,000 trees⁵ region-wide.

“These features are just a fraction of the innovations Grab has developed and introduced to users in recent times. They not only address various needs but also assist users in saving costs, aligning with Grab’s latest strategy of offering affordability initiatives. We will persist in our efforts to innovate and enhance our platform, aiming to provide a delightful experience and reinforce our role as a trendsetter. Our goal is to become a leading platform that offers a comprehensive and delightful food experience for Thais,” added Worachat.

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¹ Sources: Kasikorn Research Centre

²  Based on GrabFood users survey in January 2023

³  Based on GrabFood users survey  in 2022

^{4, 5} Grab ESG Report 2022