Economy
Robinhood Relaunches Food Delivery Service with New Pricing Model
Thai delivery platform Robinhood is pivoting back to its core food delivery business, introducing a 'store-price' model to balance costs for customers, merchants, and riders.
On September 11, 2026, the Thai food delivery platform Robinhood, operated by Purple Ventures, announced a strategic shift to refocus exclusively on its food delivery operations. After evaluating its previous 'Super App' business model, the company is introducing a new approach centered on the concept of 'giving Thais the full value.'
The core of this relaunch is a 'store-price' model, which aims to ensure that food prices on the app match those at the physical restaurant locations. To support this, the company has set a Gross Profit (GP) rate for merchants at 10.5%, which is intended to help restaurants manage their costs and revenues more effectively. Additionally, rider delivery fees will start at 37 baht.
For residents and travelers in Thailand, this shift may lead to more consistent pricing when ordering food through the platform. The company plans to prioritize building service density in Bangkok and its surrounding metropolitan areas before considering further expansion.
While the company has outlined its commitment to creating a sustainable ecosystem for customers, merchants, and riders, several details remain to be confirmed. Specifically, the timeline for expanding services beyond the Bangkok metropolitan region and the long-term impact of the 10.5% GP rate on restaurant participation have yet to be fully realized. According to Khaosod Online, the company intends to use this model as a foundation before exploring additional related services in the future.
