Grab has reported a 50% surge in delivery orders from expatriates and digital nomads in Thailand over the past 12 months, with Thai cuisine such as fried rice, chicken rice, and Thai tea becoming clear favorites among international users.
The ride-hailing and delivery giant has also seen GrabBike usage grow by 30% among this demographic, highlighting the increasing adoption of local transportation preferences by the expat community.
Innovation for International Users
To better serve this growing segment, Grab has introduced several new features:
AI-Powered “One Click Translation”
- Offers menu translations in up to 9 languages
- Includes English, Chinese, Korean, Japanese, and several Southeast Asian languages
- Powered by artificial intelligence technology for instant translations
- Expands beyond the previous app setting that was limited to English only
Expat Pass Launch
- Tailored discount package specifically for expatriates
- Provides discounts of up to 2,000 baht across all Grab services
- Covers food delivery, grocery delivery, transport, and parcel services
Why Thailand Appeals to Foreign Residents
Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, explained that beyond being a tourist destination, many foreigners choose to live, work, and do business in Thailand due to several attractive factors:
- Affordable cost of living
- Well-developed infrastructure and telecommunications
- Accessible visa applications
- Rich cultural charm and diversity
Bangkok, in particular, was recently ranked No.1 city for American remote workers thanks to its combination of affordable rent, fast internet connectivity, and stunning urban scenery.
Market Growth and Demographics
According to the Thailand Migration Report 2024, Thailand is home to 5.3 million non-Thai residents, representing an 8% increase from 2019. This includes hundreds of thousands of expatriates, both permanent and temporary residents, as well as digital nomads.
User Profile and Spending Patterns
Key Statistics:
- Average order value: 300-500 baht per order
- Top 5 nationalities: American, British, Chinese, Korean, and Japanese
- Primary locations: Bangkok, Phuket, Chiang Mai, Pattaya, and Hua Hin
Chirakit emphasized that expats and digital nomads represent high-potential users for Grab, as they are considered quality customers with strong spending power.
Food Preferences and Popular Orders
Top 5 Food Categories Among Expats:
- Fast food
- Cook-to-order Thai dishes
- Healthy meals
- Rice bowls and specialty dishes
- Takeaway beverages
Most Popular Thai Dishes:
- Fried Rice: Leading with over 627,000 orders annually
- Chicken Rice: Following with more than 326,000 orders
- Thai Tea: Dominates beverages with 127,000+ cups sold per year
These figures demonstrate that Thai cuisine remains a favorite among international residents, particularly convenient single-dish meals that offer authentic local flavors.
Transportation Preferences
The data reveals interesting patterns in how expatriates choose to move around Thai cities:
- Two-thirds prefer car services via JustGrab, GrabCar, and GrabCar Premium
- One-third opt for GrabBike, which has shown steady 30% year-on-year growth
This split reflects both comfort preferences and the practical adoption of local transportation methods, with many expats embracing motorcycle taxis as an efficient way to navigate traffic-congested urban areas.
Business Impact and Future Opportunities
For Grab Users
The new translation feature significantly improves the user experience by removing language barriers, making it easier for international residents to explore local cuisine and discover new restaurants.
For Merchant Partners
Chirakit noted that these innovations create new opportunities for merchant-partners to reach foreign customers and boost sales. Local restaurants can now effectively communicate their offerings to international customers without language constraints.
Market Expansion
The success with the expat segment positions Grab well for continued growth as Thailand attracts more international residents and digital nomads, particularly in the post-pandemic era of remote work flexibility.
Strategic Significance
This growth among expatriate users reflects broader trends in Thailand’s positioning as a regional hub for international business and remote work. The country’s combination of modern infrastructure, cultural attractions, and competitive living costs continues to attract global talent.
Grab’s targeted approach to serving this demographic through technology solutions and specialized offerings demonstrates how local platforms can adapt to serve diverse international communities while supporting Thailand’s growing reputation as a destination for long-term international residents.
The company’s investment in AI-powered translation and expat-specific services signals its commitment to capturing this high-value market segment while supporting Thailand’s broader economic goals of attracting international investment and talent.
credit : https://www.bangkokpost.com/business/general/3081933/grab-posts-surge-in-orders-among-expats