The food delivery business is one of many businesses that have benefited fully from the pandemic situation.

The need for social distancing to break the cycle of the epidemic

Causing the food delivery service to grow next to the springboard between 2020-2021 during the peak of the outbreak

The food delivery business in the ASEAN region grew by more than 65%, while between 2021 and 2022 it grew to 14%. The gross merchandise value (GMV) in 2022 was 16.3 billion US dollars or about 570 billion baht alone. Thailand has a total value of US$ 3,600 million or approximately 126,000 million baht (information from Google, Temasek, Bain & Company and Momentum Works).

Ekaluck Viriyakowitthaya

Chief Operating Officer, Lifestyle & Solution Service of Line Man Wongnai

The top food delivery service provider in Thailand revealed that for Thai people, eating is in the DNA, and for modern people, eating is a lifestyle that reflects one's identity.

Thai people's food tastes have changed with time, trends and trends from social media since the beginning of the year.

Lineman Wongnai has a 6% increase in order growth, with food that is in trend is a Chinese-style hot pot restaurant.

If analyzing the cause

It seems to come from the need for new experiences of foodies.

Because these stores offer many forms of service, such as single-pot type, belt type, which adds interest.

Easy to share on social media

“The popularity of Chinese style mala shabu

It also makes the popularity of Chinese food to increase clearly this year as well.

In addition to the ever-popular foreign food like Japanese and Korean food.”

And another trend

is a brunch type restaurant that serves breakfast and lunch together.

It increases the meal time to eat.

Not limited to meals, breakfast, lunch, and dinner.

Turned to increase the Brunch menu to meet the needs of customers.

Another behavior that has become more pronounced after COVID-19 is being more selective in choosing.

During the COVID period, most food ordering focuses on deliciousness, convenience, cheapness, and easy eating.

But when you are more familiar with ordering food at delivery

Consumers are starting to want more.

There is a selection of beautifully decorated dishes.

create a new experience

This has led to the popularity of experience-oriented restaurants, such as omakase and reservation-reserved restaurants.

“After COVID since the end of last year.

We see consumer behavior that increases the demand for food that is more special in every dimension, be it taste, experience, or even the chef.

In the past, this type of restaurant was only popular during festivals or special days.

But now eating in these restaurants has become normal.

where customers expect beautiful serving or delivery

Get the same quality as eating at the restaurant.

Chief Operating Officer of Lineman Wongnai

Also analyzing consumer trends from the ranking of popular restaurants LINE MAN Wongnai Users' Choice 2023, which this year there are 555 shops receiving awards, among which are 198 restaurants receiving awards this year for the first time. Stores accounted for 35%, and the remaining 65% or 357 stores are stores that have previously received awards.

Among the 198 new popular stores, the first three categories are: 1. Cafe, breakfast and brunch, reflecting the dining trend of Thai people who can eat all day.

It is no longer limited to the traditional main meal.

but eat as a snack

or an intermediate meal while waiting for the main meal

2. Tea and coffee shop

which is still the most popular drink menu of all time

With a clear growth in specialty coffee and tea shops, while pearl milk tea this year

Has decreased in popularity 3. Fine Dining restaurants or restaurants that serve food in order of course

Due to the full reopening of the restaurant in 2021, people are yearning for life and hope to create an experience with meals that take time to be served to the fullest.

This type of store has grown a lot.

Especially the shop that tells a story or story telling from the origin of the raw materials.

The cooking process, the chef's inspiration

after the meal, etc.

The list of 555 shops that received the LINE MAN Wongnai Users' Choice 2023 award this year also reflects the highest popularity in 5 types of restaurants, consisting of 1. Thai restaurants.

Ranked with 80 shops, 2. 71 coffee/tea shops, 3. 45 cafes, 4. noodle shops, 41 shops, and 41 seafood restaurants.

However, the LINE MAN Wongnai Users' Choice directory will be updated every year.

because there are selection criteria from the review

Rating and total orders of more than 25 million Lineman and Insider app users must have an average of 4.0 or higher. The average rating must be higher from the previous year.

There is a wide variety of food and prices.

It will then be filtered by the editorial team again.

555 award-winning stores this year, representing 0.04% of the 1.3 million restaurants nationwide that were selected in the selection system.

“In reality

Therefore, there are shops circulating in and out of the palace alternately every year.

This year, many stores may disappear because last year they were almost unable to open.

While the restaurant that has been ranked the longest for 7 consecutive years is Isao Japanese Restaurant in Soi Sukhumvit 31.

In addition to coffee, which is a popular drink in Thailand.

The all-time favorite food for Thai people is papaya salad.

Papaya salad makes Isaan food become a popular dish.

Order to eat from lunch time 11.00-13.00 Popular menus such as papaya salad with crab and fermented fish.

Papaya Salad / Papaya Salad Thai and Larb Moo

Continuing until the evening from 4:00 p.m. to 8:00 p.m., papaya salad stands out as one of the most outstanding Isan dishes, from papaya salad with crab and fermented fish, larb moo, wild papaya salad/Thai papaya salad, grilled pork neck and moo waterfall.

When asked about tips for shops

Chief Operating Officer of Lineman Wongnai

It is advisable to study the market well.

Competitors and locations are important.

Trying to make a difference

But the most important thing is the quality and deliciousness.

If delicious and quality

Expensive, but still people buy.

Supika Smile Lamai