Even though FoodPanda packed up and left Thailand earlier this year, the country’s food delivery battlefield is far from quiet. The October 29 launch of the ‘Khon La Khrueng Plus’ co-payment scheme has ignited an online war, prompting major players to slash fees and battle for restaurant loyalty to capture users of the new economic stimulus initiative.
Line Man Wongnai led the way, lowering its fees to 7-9 percent, matching Grab’s offer to participating eateries. Those businesses that enrol by November 3 get a 7 percent rate; afterwards, it goes up to 9 percent, similar to Grab’s earlier ‘GrabFood x Khon La Khrueng Plus: 9-Fold Sales Boost’ initiative.
Robinhood also jumped in, removing charges altogether for all orders from November 3-December 19, though this only applies to the first 5,000 establishments to sign up. ShopeeFood followed suit, offering zero percent fees for sign-ups on November 3.
For vendors, the timing is advantageous. They keep a larger share of their sales and can compare offers from different platforms to find the best fit.
But there’s a catch. Each eatery can only select one platform, which means missing out on some benefits. And while the major players are likely to stay competitive, the intense charge reductions could eventually lead to higher costs once the competition settles.
For diners, the program offers half-price meals, but many venues have raised menu prices to offset the discounts, which could affect foreigners or those paying full price. These higher prices may remain even after the program concludes.
So, is this a real win for the food sector or a short-term boost? For now, the best we can do is keep an eye on the apps and see how the market unfolds.