Nowadays, Thai people are increasingly turning to food delivery services through applications for the convenience of ordering food without having to wait in line. Currently, there are 4-5 popular food delivery service providers in the market competing for leadership in the food delivery business. Over the past five years, this business has seen continuous growth averaging 10% per year, with a trend of ongoing growth, which is a higher growth rate than the restaurant business, which only grows by 3-4% per year.

Of course, the growth of this market aligns with consumer behavior. The creation of features, platforms, and special delivery promotions will reach customers who seek the best for themselves. One of these is LINE MAN, which is accelerating its efforts to enhance its potential as a platform promoting online restaurant businesses in the era of digital disruption for Thais. It aims to strengthen and create business opportunities for restaurant partners while providing variety for customers to drive market growth in line with the high growth trend of food delivery in 2020, which is part of the growth of e-commerce in Thailand valued at 748 billion baht, ranking first in the ASEAN region according to the Digital Economy and Society Development Council of Thailand.

Recently, LINE MAN launched Mart Service, a new service that provides a shopping assistant for home delivery of products, partnering with Happy Fresh, a leading online supermarket. This startup, a regional market leader from Indonesia, is jointly invested in by Naver, the parent company of LINE Corporation, and LINE Ventures, the investment management agency for startups, to enhance and complete the ecosystem of LINE MAN. This marks another significant step for LINE MAN in 2020 to reinforce its position as the number one assistant in the daily lives of Thais, responding to the growth trend of the online supermarket market, launching with free delivery and great deals from partner products such as Betagro, Diageo Moët Hennessy (Thailand), and Thonglor Pet Hospital.

 

        Mr. Jaden Kang, Executive Vice President of Strategy at LINE Thailand and Head of LINE MAN stated that “Mart Service” is a shopping assistant service for food and household items from supermarkets and leading stores, partnering with Happy Fresh, a leader in online supermarkets, to create a strong ecosystem for the business, leading to the development of more comprehensive services. We believe that Mart Service, the new service from LINE MAN will drive growth in the omni-channel retail supermarket market in Thailand, which is still in its early stages.

        Mr. Waranun Chuangcham, Head of Business Development and Marketing at LINE MAN stated that the online supermarket market accounts for about 2-3% of total sales, but it is expected to grow continuously in the future due to the popularity of delivery apps that offer a variety of services, stemming from the familiarity with food delivery services. Coupled with urbanization, which brings a demand for grocery products, we believe that Mart Service from LINE MAN will be a medium to help drive the online supermarket market to grow in the near future.

 

          A study of the current user group of LINE MAN, which is the target group in the initial phase, shows that the online grocery ordering behavior includes young people living in condos (1-2 people), new mothers who work and take care of their families simultaneously, and small restaurants that use the service to order supplies in small quantities. Therefore, we aim to provide Mart Service to serve as both a shopping assistant for home and restaurant needs, addressing user needs with three main pillars that make it more convenient and cost-effective than ever, along with free delivery promotions, which include:

  • Caring – No need to carry items yourself with delivery to your doorstep by Happy Fresh.
  • Crafted - Personal Shopper staff from Happy Fresh with skills to select, recommend, and choose fresh items for you.
  • Controllable - Helps control spending and is more cost-effective than ever. Payments can be made by credit card or cash on delivery, eliminating the problem of overspending, with immediate calculation of the total amount. Special promotions throughout the year start with deals from Betagro, Diageo Moët Hennessy (Thailand), and Thonglor Pet Hospital, and you can also choose delivery times, helping you manage and plan your daily life better.

For product types and supermarkets - stores available on Mart Service from LINE MAN from over 30 partners ready to serve, meeting all shopping needs:

  • Fresh food, dry food, household consumables with many special discount deals from Tesco Lotus, BIG C, and HOME Fresh MART.
  • Imported household products guaranteed quality, specially selected from Gourmet Market, Great Earth, Food Delite, Thonglor Nihon Ichiba, Bei Otto, France Gourmet, PGG, Blue Elephant, Olive, Sangki Supermart, Novessence.
  • Products and supplies for restaurant operators, such as dairy products from Food Diary.
  • Specific ingredients for cooking and baking from Buonissimo.
  • Premium imported beef products from HARRISON and The Accidental Butcher.
  • Fresh imported fruits and vegetables from A Day Fresh, Fresh Deli, Sweet & Garden.
  • Organic health products from Organic Buddy, Organic Pavilion, Sunshine Market.
  • Beverage products from Singha Store, Wine Connection, Italasia Trading, The Bevman Wine Delivery, Ambrose Wine, Wine-Now, and Pacific B&B.
  • Pet products from Bone and Raw, Charbie Pet Shop, Thonglor Pet Hospital.
  • Fresh flowers for delivery from Hearth is Flower.

Special promotions for the launch of Mart Service will waive delivery fees for orders of 250 baht or more.

 

LINE MAN Strengthens Restaurant Business in the Era of Disruption Launches 8 Popular Celebrity Restaurants to Drive the Market

        Additionally, LINE MAN is strengthening the restaurant business in the era of disruption with the LINE MAN FOOD CARNIVAL campaign, featuring famous restaurants and over 74 delicious menus with discounts of up to 50%, starting with delivery fees as low as 10 baht from now until February 6, 2020. This business model provides opportunities and satisfaction to restaurant partners, from large chains to street food vendors, as well as collaborations with celebrities and actors in Thailand who are increasingly turning to the food business as a side job, sharing their delicious recipes. They are also regular customers of LINE MAN, thus gaining confidence from 8 famous Thai personalities who run food businesses available through the LINE MAN app, led by the restaurant 'Poo Kai Mik' by Mr. Mik Boramwut, 'Nam Pla Wan Khun Mae Ekki' by Mr. Ekki Ekachai, and 'Moo Thod Kai Tum' by Ms. Maprang Wirakan.

 

 

 

          The LINE MAN FOOD CARNIVAL campaign features over 74 famous restaurants and delicious menus, including not only the three mentioned but also O's Coffee by Opal Panisara, Solos Handcrafted Coffee by Gypsy Keerati, Soyoung Tofu by Wawa Nicharee, DJ POOM MENU Healthy Clean Food by DJ Poom, Thai food from Baan Buay by Buay Chettawut, offering great promotions. This is another important strategy to drive and add vibrancy to the food delivery market, making it more interesting for customers.