Delivery now accounts for 23% of Asia Pacific’s foodservice market, marking a rapid digital shift since 2019. Across the region, delivery’s share more than doubled from 10% in 2019 to 23% in 2024, while total Asia Pacific foodservice sales reached US$1.3 trillion and global deliveries rose to 21% of the market. In Thailand, this trend is visible in Bangkok’s congested streets and in upcountry towns, where riders from major platforms ferry meals from dawn until late at night.
Thai readers will recognize how this trend reshapes daily life. Once dominated by vibrant street markets and home cooking, the landscape now features delivery riders threading through traffic to bring favorites from neighborhood eateries and international brands. The shift accelerated during the pandemic and remains a defining feature of consumer choices, restaurant strategies, and the livelihoods of riders and kitchen staff across the country.
Data from Euromonitor shows Asia Pacific commanding a large portion of global foodservice sales, while the rest of the world also experiences growth in delivery. Global delivery accounted for about one-fifth of the market in 2024, up from under a tenth in 2019. In Thailand, promotions, loyalty programs, and free delivery have become common as consumers seek value amid inflation and cautious spending.
Industry observers project delivery’s share to rise to 26% by 2029, with traditional dine-in remaining around two-thirds of the market. The rise of super apps in the region—bringing multiple services under one platform—has cemented delivery as a routine option for busy urbanites, students, and families. This environment also encourages smaller, affordable menus from limited-service restaurants, including burgers, noodles, and quick-serve options.
For business owners, the takeaway is clear: embrace online-first consumer behavior, optimize menus for delivery, and partner strategically with platforms. Operators should focus on value beyond price, invest in digital tools, and build brand loyalty through reliable service and engaging experiences.
Thailand’s market reflects these dynamics. From Chiang Mai to Hat Yai, eateries optimize pricing and menus for cloud kitchens and delivery-focused operations. Thai customers, known for adventurous palates, increasingly sample regional specialties from home, reinforcing the country’s culinary diversity.
The coffee and tea segments illustrate another facet of the shift. Specialist beverage brands have expanded rapidly, becoming accessible via malls, office towers, and transit hubs, and integrating with delivery networks. Regional data shows growth in these formats aligns with broader delivery trends across Asia Pacific.
Culturally, delivery offers both opportunity and concern. It helps maintain access to diverse and affordable meals during disruptions, yet critics worry about social dining traditions and the financial pressures on small, family-run eateries that rely on delivery commissions. Thailand’s culture values shared meals and lively street dining, and the question now is how digital convenience coexists with these social practices. The rise of food bloggers, unboxing videos, and group ordering shows that technology is shaping, not erasing, Thailand’s vibrant food culture.
Looking ahead, innovations such as delivery robots, drone drop-offs, and AI-driven recommendations are on the horizon. The sector must address inflation resilience, packaging waste, and fair working conditions for riders and kitchen staff. Regulatory developments in the gig economy and sustainability will also influence future operations.
For readers and industry stakeholders in Thailand, the message is practical: take advantage of app-based savings and loyalty programs, while supporting local eateries directly when possible. Restaurateurs should diversify delivery partnerships, keep menus fresh and affordable, and invest in digital marketing and analytics. Emphasizing sustainable packaging and fair labor practices will be essential as the market evolves.
As the Asia Pacific region positions itself as a global leader in food delivery, Thailand stands ready to blend tradition with technology—continuing to celebrate local flavors through new pathways of access and convenience.