Grab, Thailand’s No.1 ride-hailing and food delivery platform, has revealed key insights into nighttime user behavior across its platform, including mobility, food delivery, and on-demand grocery and everyday essentials services. Ride-hailing demand on Friday and Saturday nights is 20% higher than on weekdays. The most-ordered nighttime dish is Som Tum Pu Pla Ra, with more than 200,000 orders annually, while condoms rank among the top late-night items, with over 300,000 pieces ordered over the past year. 

Panomkorn Jirasatienpong, Director of Marketing at Grab Thailand, said, “Based on our study of user behavior over the past few years, nighttime consumption—between 8 PM and 5 AM— has emerged as another key period, with significant usage levels comparable to daytime. Users actively engage with a wide range of services, from booking rides home or heading out to socialize, to ordering their favourite menus or even purchasing essential items to meet urgent needs. With the strength of digital platforms operating 24/7, consumers especially those in urban areas are increasingly enjoying this level of conveniences” “Grab continues to enhance its services while curating a broader network of merchant-partners including food merchants and retailers operating late at night, to meet the needs of ‘night owl’ users. In addition, we have introduced targeted campaigns designed to better serve various moments of nighttime living, from students working late, night-shift workers, and football fans, to gamers and partygoers. These efforts have helped us expand into new user segments and drive continued business growth.”

Fridays and Saturdays Are “Let Loose” Nights, with Ride Demand Peaking from 9 PM to Midnight

• Grab’s data shows that “Weekend Nights” are when users are most active, heading out after work or school to socialize and unwind. Ride-hailing demand during nighttime hours on Fridays and Saturdays is 20% higher than on weekdays, with peak usage between 9 PM and midnight, accounting for nearly half of all nighttime rides.

• GrabDriveYourCar, a professional chauffeur service, remains a popular choice among users who want to enjoy their night responsibly without the risks of drunk driving. Demand is particularly strong after midnight especially in key nightlife areas such as Sukhumvit, Thonglor–Ekkamai, and Ekkamai–Ramintra Expressway.

• In addition to Thai users, international travelers are also active at night, particularly visitors from China, the United States, and the United Kingdom. Popular routes include airport transfers and trips to nightlife destinations including walking streets and night markets, such as Walking Street Pattaya, Walking Street Bangla in Phuket, and Chiang Mai Night Bazaar.

“Som Tum Pu Pla Ra” and Thai Tea Top Nighttime Menus

• More than 70% of food delivery orders are placed between 9 PM and midnight, spanning a wide range of user groups, from students and office workers to partygoers, football fans, series watchers, and gamers. This reflects how nighttime dining has evolved into a key lifestyle behaviour beyond just satisfying hunger.

• The most-ordered nighttime dish on GrabFood is Som Tum Pu Pla Ra (green papaya salad with fermented fish sauce), with more than 200,000 orders annually. Other popular items include street food and fast food, particularly chicken-based dishes such as Hainanese chicken rice, chicken burgers, and fried chicken.

• On the beverage side, Thai tea ranks as the most popular nighttime drink, with over 120,000 cups ordered per year, followed by iced cocoa and Green Tea. These lower-caffeine options are preferred at night, unlike coffee, which sees higher demand during the day.

Late-Night “Emergency” Needs Drive “Condom” Demand for Essentials

• Beyond going out, at-home gatherings are also on the rise, reflected in increased orders from GrabMart for items such as drinking water, soft drinks, and soda mixers, and even entertainment items like card games.

• Another notable insight is the demand for emergency essentials, particularly condoms, which remain a top late-night item. Over the past year, more than 300,000 pieces were ordered during nighttime hours. Other commonly ordered “lifesaver” items include multi-purpose charging kits (adapters and cables) and A4 paper, especially among students needing last-minute supplies.

• For international travelers, energy drinks are among the most popular late-night purchases, helping them stay energized for extended nightlife activities or adjust to jet lag.

To better serve nighttime users, Grab is offering up to 15% off with the code “NIGHT” on GrabFood, GrabMart, GrabExpress, or ride-hailing services between 9 PM and 5 AM, from now until 30 June 2026.

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