Grab has reported significant success for its “Thai Help Thai Plus (60/40)” project, with the initiative facilitating over 20 million delivery orders and driving an average sales increase of 200% for participating restaurants. The number of users engaging with the platform also saw a substantial rise of more than 40% compared to the previous iteration of the project.
Bangkok emerged as the province with the highest user engagement, while Maha Sarakham demonstrated remarkable growth, experiencing a 2.5-fold increase in usage. Ms. Jantuda Thananityodom, CEO of Grab Thailand, highlighted the enthusiastic reception of the latest “Thai Help Thai Plus (60/40)” project by users on their delivery platform.
The campaign saw over 20 million food orders placed on GrabFood from restaurants involved in the project, and user numbers increased by over 40% from the prior period. Major urban centers including Bangkok, Chonburi, Khon Kaen, Chiang Mai, and Korat registered the highest user counts on the delivery service.
Key findings from the “GrabFood X Thai Help Thai Plus (60/40)” campaign indicate that the total number of delivery food orders on GrabFood from participating restaurants surpassed 20 million, marking a growth of over 200% compared to the preceding round. The number of restaurants joining the project also grew by more than 40%, with these establishments experiencing average sales growth exceeding 200%.
The top five provinces with the highest usage were Bangkok, Chonburi, Khon Kaen, Chiang Mai, and Korat. Provinces demonstrating the highest growth rates in usage included Maha Sarakham, Hua Hin, Hat Yai (Songkhla), Phayao, and Nakhon Pathom. The most frequently ordered food categories through the service were custom orders, noodles, rice with curry, fast food, and tea/coffee drinks.
“Grab continues to support the additional round of the project (October 1, 2026 – November 30, 2026) to stimulate the macroeconomy, and we see clear positive responses,” stated Ms. Jantuda Thananityodom.
Ms. Jantuda further elaborated on Grab’s efforts to promote and encourage food business owners, particularly SMEs, to adopt AI technology. Since 2025, Grab has offered the “AI Smart Assistant” feature, also known as GrabMerchant AI Assistant, to restaurants on GrabFood. This complimentary tool, accessible via the GrabMerchant App, assists in analyzing platform transaction data, including sales figures, popular menu items, peak order times, and customer ordering patterns. This analysis is designed to assist with menu management, business planning, and marketing strategies, ultimately enhancing revenue opportunities.
Currently, over 275,000 restaurants nationwide have utilized GrabMerchant AI, with nearly 55%, or over 150,000 restaurants, using the feature at least once a month for efficient store management and sales data analysis for business planning.
Additionally, Grab’s data revealed that more than 80% of restaurants participating in the “Thai Help Thai Plus (60/40)” project utilized the AI feature. Consistent users of the AI assistant reported a 20% increase in sales compared to those who did not use the feature.
“Grab will continue to promote AI technology use alongside beneficial upskilling through the GrabAcademy project, aligning with the Ministry of Finance’s knowledge and skill development project for businesses,” Ms. Jantuda concluded.