Grab, a leading superapp in Southeast Asia, celebrates its success as Thailand’s No.1 food delivery and groceries quick commerce app with the launch of its latest campaign “GrabFood No.1 Foodies Champion”. Grab highlights its leadership position and continue to grow its market share through three key strategies: 1) Differentiate service offering by creating exclusive experiences with the launch of “Only at Grab” sub-brand, featuring popular menu items from famous restaurants exclusively available on Grab application 2) Put an emphasis on quality & wide selection of choices through #GrabThumbsUp programme and 3) Continue to build user loyalty through GrabUnlimited subscription programme.    

Worachat Luxkanalode, Country Head of Grab Thailand, said, “It has been over 5 years that GrabFood has been in Thailand to serve Thai consumers. We continue to gain popularity among users nationwide and have become a top-of-mind food delivery brand. With high service quality and reliability, together with ongoing and exciting campaigns, GrabFood has become a market leader with the highest GMV in 2022, accounting for 51% of the total in the country¹. Besides, GrabFood has been awarded and recognized by many institutions during the past years including The Most Powerful Brand of Thailand awarded by Chulalongkorn University, Thailand’s Most Admired Brand by BrandAge, and No.1 Brand Thailand by Marketeer, Most Influential Brand by Influential Brands.”

“Recently, Kantar, the world’s leading consumer insights and consulting company, conducted a survey with Thai consumers about their behaviors in delivery service and announced GrabFood as No.1 food delivery app and GrabMart as No.1 groceries quick commerce app in Thailand². To celebrate and reaffirm our leadership position, this year Grab is launching our latest campaign, ‘GrabFood No.1 Foodies Champion,’ offering discounts and privileges to users, while supporting our merchant-partners to drive sales.”

Under this campaign, Grab will be focusing on three key strategies as follows:

1) Differentiate service offering by creating exclusive experiences with the launch of “Only at Grab” sub-brand which features tasty and famous restaurants and food merchants that will only be available on the Grab app: The Only at Grab will be officially launched for the first time at “GrabFood No.1 Foodies Champion Only at Grab” event at CentralWorld, Bangkok, during March 24th – 26th. The event will bring the deliciousness exclusively available on GrabFood from 50 merchants across the country to Bangkok, along with special discounts of up to 50% and chances to win free food worth THB 3,000 when ordering food from Only at Grab merchants for 8 times³.

2) Put a great importance on quality & wide selection of choices through #GrabThumbsUp programme: Grab will continue to add more types of food that respond to today’s needs while having more quality food merchants onboarded, especially in the upcountry, as the growth of food delivery in other cities outpaced Bangkok by 3 times⁴ last year. Likewise, GrabMart aims to attract more merchant-partners, especially mom-and-pop stores and SMEs nationwide, to serve the needs of users, increasing from the current offering of over 400,000 SKUs.

3) Continue to build user loyalty through GrabUnlimited subscription programme: Officially launched in 2022, the programme has received very positive feedback from GrabFood users.  GrabUnlimited users regionally placed orders via GrabFood of up to 3 times⁵ more than general Grab users due to rising demand and popularity. This year, Grab will continue to improve the benefits to GrabUnlimited users, providing more privileges beyond discounts to cover all Grab services including special privileges from business partners and points collection through GrabRewards programme.

“Grab would not have been able to come this far without the continuous support from each and every stakeholder, whether it be, our Grab users who always trust in our brand and services, the merchant-partners who stayed alongside our platform and never fail to maintain their high standard in quality and taste, the Grab driver-partners whose daily routine is devoted to ensuring every food orders are being well-delivered to users, as well as, all business partners who continually and fully support us. We are committed to developing and enhancing our technology and services in response to the needs of Thais for years to come,” concluded Worachat. 

¹ According to the “Food Delivery Platform in Southeast Asia” report by Momentum Works, a business consulting company in Singapore

² According to the research by Kantar,  GrabFood is the No.1 food delivery app and ‘Most often used brand in Thailand in 2022’ and GrabMart is the No.1 groceries quick commerce app and ‘Most often used groceries quick commerce app in Thailand April – December 2022’

³ Terms and conditions as designated by Grab Thailand. For more promotional information, please visit GrabFoodTH Facebook, or visit the Grab application for more details.

⁴  Based on the total number of GrabFood orders in 2022 as compared to 2021

⁵  Based on the consumer behavioral insights of GrabUnlimited users in Q4, 2022