Bangkok, April 23, 2025 — In a decisive move reflective of broader restructuring across the region, Delivery Hero SE has announced its intention to cease Foodpanda operations in Thailand by May 23, 2025. https://www.facebook.com/FoodpandaThailand/ The Germany-based parent company of Foodpanda confirmed the decision as part of its ongoing strategy to realign operational focus and streamline resources across more profitable markets within the Asia-Pacific corridor.
Thailand, once seen as a strategic node in Southeast Asia’s digital delivery race, has presented stiff competitive headwinds. Despite a substantial footprint, Foodpanda has found it increasingly challenging to maintain sustainable margins amid mounting pressure from dominant domestic players such as Lineman Wongnai and Grab.
The Thai market, known for its deep smartphone penetration and heavy consumer reliance on app-based services, has evolved into a highly competitive battlefield where speed, pricing, and hyper-local brand loyalty dictate market share. Foodpanda’s exit, while significant, is symptomatic of a broader trend among global platforms reassessing their ground-level economics in light of intensifying local competition and shifting consumer behaviors.
Delivery Hero clarified that the decision pertains solely to the delivery operations. Its Thailand-based regional team will remain in place, continuing to serve as a critical support hub for APAC-wide operations in marketing, people management, and regional coordination. This signals Delivery Hero’s ongoing commitment to the Asia-Pacific region, albeit in a leaner, more operationally efficient form.
This isn’t the first market Delivery Hero has stepped back from. In recent years, the company has pulled out of several lower-performing geographies including Denmark, Slovakia, and Ghana — decisions aligned with a data-driven push toward profitability and long-term shareholder value.
In a statement issued earlier this week, Delivery Hero expressed its appreciation to Thai customers, riders, merchants, and staff, promising full operational support throughout the wind-down period. The company emphasized that transition plans are in place to ensure a smooth handover and minimal disruption for all stakeholders involved.
For Thailand’s food delivery landscape, Foodpanda’s exit underscores the increasing difficulty for international platforms to achieve sustainable growth without hyper-local adaptability, deep market integration, and continuous innovation.
In the broader context, this development serves as a reminder: global scale alone is no longer enough. In the digital economy, market survival hinges not on size, but on strategic agility.
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