The Thai Chamber of Commerce and Board of Trade of Thailand, through the Sub-committee on Retail (Digital Adoption Support), have joined forces with Grab Thailand to host “TCC Biz Talk 2026: Smart Restaurant Mastery with AI – Empowering Businesses to Reduce Costs, Increase Profits and Attract Customers with AI.” The event aims to equip restaurant merchants with practical AI knowledge and skills by bringing together experts from the food and technology sectors, including Torpenguin, InnoSpace, a startup development platform, and HAAB, a popular egg tart brand, to share insights and practical know-how. 

The initiative is designed to help merchants keep pace with rapidly evolving technology, unlock new business opportunities, and drive sales growth. Grab also highlighted the success of GrabMerchant AI Assistant, its AI-powered feature available to merchants on the Grab platform at no additional cost. To date, more than 295,000 merchants have used the feature, with those using it consistently for six months seeing their orders increase by more than 20%.

Jariya Chirathivat, Chairperson of the Committee on Retail, Board of Trade of Thailand, said, “The Thai Chamber of Commerce is committed to strengthening the capabilities of Thai entrepreneurs by equipping them with digital knowledge and skills that can help improve business efficiency. Through our collaboration with Grab, we aim to provide restaurant owners with access to insights from the food delivery platform while helping them learn how to apply AI to their businesses. This aligns with our ‘Unlocking New Growth’ direction, which focuses on bringing together stakeholders across sectors to create new business opportunities and contribute to a stronger, more competitive and sustainable Thai economy.”

Chantsuda Thananitayaudom, Country Head of Grab Thailand and Head of the Sub-committee on Retail (Digital Adoption Support), Board of Trade of Thailand, said, “Restaurant owners have faced headwinds on multiple fronts this year, squeezed by rising overhead and cautious consumer spending. With Kasikorn Research Center projecting Thailand’s food and beverage market to grow by just 3.9% in 2026, a notable slowdown from last year, operators can no longer afford business as usual. Staying competitive now hinges on adopting smarter tools, particularly AI, to streamline operations and drive efficiency.”

“As Thailand’s No.1 food delivery platform*, Grab has continuously committed to supporting restaurant merchants. One example is the ‘GrabMerchant AI Assistant’ feature, an AI-powered assistant that has been available to merchants on the Grab platform at no additional cost since 2025. The feature makes it easier for merchants to analyze transaction data, including sales performance, popular menu items, peak ordering periods, and customer behavior. These insights can then be applied across various aspects of their operations, from menu management to business and marketing planning, helping merchants unlock more opportunities to grow their revenue.”

Data from merchants on the Grab platform over the past ten months (January to October 2026) show how the GrabMerchant AI Assistant feature helps restaurant merchants turn data into actionable insights to improve sales performance. Key findings include:

• More than 295,000 merchants have used the GrabMerchant AI Assistant feature. Of these, 40% are regular users, with merchants using the feature an average of 10 times per month. 
• Merchants that consistently used the GrabMerchant AI Assistant feature for six consecutive months saw their orders increase by more than 20%. 
• “Menu analysis and optimizations” was the most popular query on the GrabMerchant AI Assistant feature, averaging more than 30,000 queries per month, followed by campaign management. This reflects merchants’ focus on improving their menus and driving sales.
• A case study of ‘Moo Tep Moo Tod Ton Tamrub’ restaurant showed that after using the GrabMerchant AI Assistant feature to analyze and optimize its advertising on the platform consistently for six months, the restaurant saw stronger results from its ads. Ad-driven sales accounted for 60% of its total sales, up from 23% previously.

The Thai Chamber of Commerce and Board of Trade of Thailand and Grab Thailand also invited experts from various fields to share practical knowledge with restaurant merchants at the event. Speakers included Mr. Thanapong Vongchinsri, Founder of Torpenguin Media; Mr. Narusan Dhanvarjor, Chief Executive Officer of InnoSpace (Thailand); and Mr. Tanaphon Jaiphetnamtip, Chief Marketing Officer of HAAB. The speakers shared insights on restaurant business management, using technology to improve operational efficiency, and their experiences expanding businesses through online channels, offering practical takeaways merchants can apply to their own businesses.