Food delivery wars

[Gaybutton]

This seems aimed at the restaurants rather than the customers, so it remains to be seen whether that will mean lower prices for customers.
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Online food delivery apps compete over stimulus discounts

by Suchit Leesa-nguansuk

October 21, 2025

Thailand's online food delivery war is expected to be reignited as Grab has launched new promotional campaigns and offered to cut its gross profit (GP) fee to 7–9% for merchants in response to the "Khon La Khrueng Plus" co-payment scheme.

The company has also spent 200 million baht on its promotional campaigns regarding the scheme.

Meanwhile, Line Man Wongnai has appointed Kanchai Kamnerdploy -- a well-known Thai actor and news anchor -- as the face of its campaign, and has offered a lower GP fee and spent 200 million baht on its marketing blitz.

ShopeeFood is also offering special single-digit GP fee discounts to merchants.

All these moves aim to persuade food merchants to join their platforms, as the government's co-payment scheme requires merchants to choose a single platform in order to participate.

Currently, the industry's maximum GP fee for food delivery is 30%.

Slated to run from Oct 29 to Dec 31, the co-payment scheme offers a 2,400-baht subsidy for individuals registered in the tax system, while those outside the system receive 2,000 baht each, with a daily spending cap of 200 baht.

"With the return of the Khon La Khrueng co-payment scheme, Grab is fully prepared to support the government's economic stimulus policy and facilitate convenient access for more than 20 million eligible citizens nationwide, helping to stimulate spending through the Grab app," said Chantsuda Thananitayaudom, country head of Grab Thailand.

Grab's "GrabFood x Khon La Krueng Plus: 9-Fold Sales Boost" campaign includes a special lower GP rate of 7% for merchants who register with it by Nov 3, while for those registered from Nov 4 a commission rate of 9% will be applied.

It also offers sales-boosting incentives worth up to 10,000 baht and quick cash loans of up to 1 million baht for participating merchants.

Ms Chantsuda added that Grab remains committed to empowering over 800,000 merchants to gain benefits from the co-payment scheme.

"This campaign will not only strengthen restaurant businesses, but also create positive ripple effects across the ecosystem -- from small and medium-sized food merchants and driver-partners and related sectors -- fostering more inclusive income distribution and contributing to a broader economic recovery under the government's 'Quick Big Win' policy," said Ms Chantsuda.

A Line Man Wongnai source who requested anonymity said the company would offer a GP fee at a level that could match its rivals.

Yod Chinsupakul, chief executive of Line Man Wongnai, said the Khon La Khrueng Plus programme is a key driver in stimulating spending during the economic recovery period and truly enhances the value of food delivery.

So far, nearly 100,000 restaurants have joined previous versions of the Khon La Khrueng programme via food delivery platforms, with 60–70% choosing Line Man, Mr Yod said.

Additionally, more than 7 million entitlements have been used via Line Man in previous co-payment phases, reflecting its position as the No.1 Khon La Khrueng platform, he added.

Restaurants that join the co-payment scheme and register with Line Man from Nov 3 will receive a full suite of special privileges, including special GP fee reductions for orders under the Khon La Khrueng Plus programme and discount coupons worth 3,000 baht for promotional use, extended free delivery radius of up to 5 kilometres, and discounts on restaurant management system services of up to 8,000 baht.

Shopee Food offers nine promotional tiers, including a special single-digit GP fee for merchants.

Shopee expects merchants who participate with it to be able to increase their sales by 50%, according to the company.

According to Momentum Works, Thailand's food delivery market was worth US$4.2 billon baht in gross merchandise value in 2024, of which Grab commanded a 46% share, LineMan Wongnai a 40% share, and ShopeeFood a 7% share.

https://www.bangkokpost.com/business/ge ... -discounts