LINE MAN Wongnai - More Than Food Reviews? The Merge of Wongnai and LINE MAN
The dominant food-review platform in Thailand, Wongnai, has merged with a food delivery service, LINE MAN. Follow Wongnai’s journey from food review to food delivery - and how the company stands out.
At a glance
Restaurants on the delivery platform
680,190
(as of June 2023)
Monthly Active Users
10 million
(as of 2023)
Year Founded
2010
Industry
Food Delivery
Abstract
LINE MAN Wongnai emerged from the merger between Wongnai, a leading Thai restaurant review platform, and LINE MAN, a food delivery service connected to the LINE messaging app. The merger in 2020 created a platform that combines restaurant reviews, food delivery, and digital services, enabling rapid expansion across Thailand and securing a dominant market position.
This case study explores how the merger leveraged Wongnai’s restaurant database and LINE MAN’s online-to-offline (O2O) services and logistics expertise to strengthen its competitive edge, enhance user engagement, and expand its service nationwide.
Despite its growth, profitability remains a challenge in the highly competitive food delivery sector. As LINE MAN Wongnai plans for an IPO by 2025, the case invites readers to analyze its post-merger strategies, sustainability, and the steps needed to secure long-term financial success in Thailand's digital food service industry.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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