Ahead of food merchant registration opening for delivery platform participation in the government’s “Thais Help Thais Plus 60/40” scheme on June 10, 2026, several platforms have already launched campaigns in anticipation. GrabFood, for instance, has reduced its commission rate to 9% and introduced a 10-benefit package to support food merchants and restaurant owners. As merchants prepare, many are looking back at the success stories from last year’s “Kon La Krueng Plus” programme for inspiration. Among the standout examples are “Pu Yen Ta Fo Rama 9” which generated over one million baht in sales, and “PREP & POUR by Kitchen 501″ which achieved nearly 10-fold sales growth even after the campaign ended. Their stories offer valuable lessons for merchants looking to make the most of the opportunity ahead.

“Pu Yen Ta Fo Rama 9”
Affordable Prices, Efficient Operations, and the Formula Behind Million-Baht Sales Growth 

For “Pu Yen Ta Fo Rama 9,” operated by Arunee ‘Nui’ Ervithayasuporn, the business is built on a simple standpoint “delivering quality food at accessible prices.” To increase order value, the merchant introduced more than 15 topping options, allowing customers to customize their meals based on personal preferences. During the “Kon La Krueng Plus” programme, demand for additional toppings increased significantly compared to normal periods, helping drive higher spending per order. At the same time, the merchant focused on efficient cost management by sourcing ingredients directly from suppliers and keeping prices affordable to attract and retain customers over the long term.

Food delivery platforms have played an important role in the merchant’s growth over the past decade. Recognizing the opportunity presented by last year’s “Kon La Krueng Plus” programme, the merchant joined the scheme through GrabFood, resulting in delivery sales increasing during the campaign period. Within just two months, the merchant generated more than one million baht in sales while expanding its new customer base by nearly 70%.

“When orders came in all at once, it was a very challenging period for us. However, Grab’s order management system helped the restaurant operate much more smoothly. We could manage incoming orders based on our kitchen capacity, adjust preparation times to match rider pick-ups, or temporarily pause orders when needed. This allowed us to handle every order efficiently and in sequence. It also helped customers better understand delivery times, reducing follow-up calls and preventing riders from having to wait in front of the restaurant, since everyone could see the same delivery timeline,” said Arunee.

“Today, merchants that have yet to offer delivery may be missing an important opportunity to reach more customers. Selling through delivery platforms is like opening a new branch in customers’ homes without the need to invest in a physical storefront. This is especially true during government stimulus programmes such as ‘Thais Help Thais Plus 60/40.’ If merchants can deliver quality food and good service from the very first order, they have a greater chance of turning first-time customers into loyal regulars, both on the app and at their physical stores.” Arunee added.

Government Stimulus Creates Opportunity, Quality Drives Sustainable Growth
How “PREP & POUR by Kitchen 501” Achieved nearly 10X Sales Surge

“PREP & POUR by Kitchen 501,” a comfort-food delivery merchant founded by Siripim  ‘Pim’ Apinuntakulchai, was established with the goal of bringing quality comfort food to delivery customers. Drawing on her experience in the Chef’s Table business, Siripim combined her culinary expertise with consumers’ growing demand for convenience and quality.

When the merchant first launched in October 2025, it was still considered a newcomer in the highly competitive food delivery market. After experimenting with different platforms, the business decided to choose GrabFood as delivery platform for the “Kon La Krueng Plus” programme and invested in GrabAds to increase visibility. The strategy quickly paid off, as signature dishes such as “Beef Stew Rice” and “Sous-Vide Chicken Rice” rapidly gained popularity through word-of-mouth recommendations.

“The ‘Kon La Krueng Plus’ programme became a major turning point for the business. Before joining the campaign, the merchant averaged around 20 orders per day, but during the programme, sales doubled to 40–50 orders daily. What helped the business continue growing after the campaign ended was the team’s ability to analyze sales performance and customer behavior on a day-to-day basis. These insights led to the development of high-performing menu bundles such as the ‘Full Set and ‘Duo Deal, helping increase average spending per order,” said Siripim.

Another key factor behind the merchant’s success was its commitment to listening to customer feedback and continuously improving both products and services. This helped the restaurant turn many first-time customers acquired during the campaign into loyal repeat customers. The business later expanded into the corporate catering segment, offering meal boxes for enterprise clients. As a result, overall sales grew nearly ten fold compared to the initial launch period.

“For us, choosing a delivery platform means choosing a partner that can help the business grow. For merchants who are considering joining the upcoming ‘Thais Help Thais Plus 60/40’ programme, I would say that food photos may be what first attracts customers, but what truly brings them back is good food quality, consistent taste, and food that looks as good as it does in the pictures. A great first impression is the starting point for building long-term loyal customers.” Siripim concluded.

These stories highlight how quality food, combined with efficient merchant tools and business insights, can help restaurant operators make the most of the opportunities offered by the upcoming “Thais Help Thais Plus 60/40” scheme.

Starting June 10, 2026, merchants joining the programme through GrabFood will be eligible for a special commission rate (GP) of 9%, together with ten exclusive benefits designed to support business growth. More details regarding registration and campaign benefits are available at https://merchant.grab.com/th-th/blog/tct26 or via LINE Official: @GrabMerchantTH

* GrabFood was recognized as the most often used food delivery brand in Thailand for 2025, according to  Kantar