The conference took place on 15/7 in Ho Chi Minh City, bringing together over 200 partners from across the country. Under the theme "Driving Aspirations Through Efficiency", ShopeeFood shared initiatives designed to stimulate growth for restaurant partners. These ranged from solutions boosting consumer demand and collaborative activities promoting local cuisine to creative content enhancing interaction among all parties. The event also recognized outstanding restaurant partners and brands that have contributed positively to the platform's development.

Specifically, "Trum deal len live", a livestream model, offers a "buy now, use later" experience. Through discounts of up to 50%, the program helps users form a habit of collecting deals for flexible use on subsequent days. Combined with regularly refreshed entertainment content and the participation of artists and key opinion leaders, the program attracts users, helping partners enhance brand recognition and increase conversion efficiency. The effectiveness of this initiative is clear: new customer numbers for participating establishments increased five times within seven days compared to the pre-livestream period.

Meanwhile, the "An ngon re" program is a suitable choice for daily meals. This program supports increased usage frequency by building consistent consumer habits among users, thereby helping partners build a loyal customer base and boost orders. Additionally, to meet the demand for group meal orders, ShopeeFood continues to refine its "Dat don nhom" feature, enabling partners to increase order value while providing a more convenient and flexible ordering experience for users.

Recently, the platform also launched "Dat truoc - lay tai quan", a pre-order and pick-up at restaurant service, allowing users to choose their preferred pick-up time, enhancing flexibility in the online ordering experience.

Commenting on the effectiveness of ShopeeFood's solutions, Joe Le, Director of Strategy and Business Development at Texas Chicken Vietnam, stated that ShopeeFood has been a strategic partner for the company for many years. According to Le, beyond collaborating on marketing campaigns and promotional programs, the platform also supports data analysis to optimize product portfolios, create exclusive combos, and guide business expansion into potential areas.

The "Breakthrough Growth Brand" award, presented by ShopeeFood, recognizes Texas Chicken's effective development strategy on the platform. Photo: ShopeeFood

The "Breakthrough Growth Brand" award, presented by ShopeeFood, recognizes Texas Chicken's effective development strategy on the platform. Photo: ShopeeFood

Ta Thi Ninh Thu, Marketing Director at Phuc Long Heritage, who has partnered with ShopeeFood for many years, noted that monthly key campaigns and initiatives like "Trum deal len live" have positively impacted customer diversification and increased sales for Phuc Long. Furthermore, ShopeeFood's expanding user ecosystem helps the business reach potential customers, retain existing ones, and increase repeat visits. "This helps us maintain an average annual growth rate of approximately 30% on the platform and continue long-term development here", Thu said.

Phuc Long partners with ShopeeFood, leveraging solutions and initiatives to drive growth. Photo: ShopeeFood

Phuc Long partners with ShopeeFood, leveraging solutions and initiatives to drive growth. Photo: ShopeeFood

In addition to developing platform solutions, ShopeeFood also strengthens cooperation with local agencies and departments to promote culture, cuisine, and tourism in various provinces and cities. This helps local restaurants reach more customers and expand development opportunities. For example, the Da Nang Food Tour Festival 2026, organized by the Da Nang Department of Culture, Sports and Tourism in collaboration with ShopeeFood, attracted over 100,000 visitors.

ShopeeFood collaborates to promote local cuisine, contributing to expanded development opportunities for indigenous restaurants. Photo: ShopeeFood

ShopeeFood collaborates to promote local cuisine, contributing to expanded development opportunities for indigenous restaurants. Photo: ShopeeFood

By combining online culinary exploration activities on the platform with direct festival experiences through an O2O (Online-to-Offline) model, this approach helps partners bring Quang region (central Vietnam) culinary specialties closer to users nationwide, while offering a more diverse and appealing local food discovery experience.

Beyond new features, the platform also creates new touchpoints, making the experience of discovering delicious food more accessible through inspiring culinary content.

With Brand Ambassador Jun Pham, the "An di" series, alongside the "Vi dung dinh" collection, introduces characteristic dishes from various regions through an authentic, relatable lens. This content inspires users to explore, creating more opportunities for restaurants to connect with customers, increase their presence, and reach a broader user base.

Nguyen Hoai Anh, a ShopeeFood Vietnam representative, believes that creative innovation and systematic investment in resources form the foundation for creating practical value for partners, expanding business opportunities, and realizing long-term growth goals. These efforts also enable the platform to provide users with a more diverse, convenient, and valuable experience.

Within the event, 32 restaurants and brands were honored across 17 award categories. These achievements recognize innovative efforts, excellent business performance, and a spirit of collaboration, contributing to ecosystem development and inspiring the entire industry.

"Going forward, we will continue to invest in technology and innovative solutions to enhance the platform experience", Nguyen Hoai Anh stated. "These initiatives include: applying artificial intelligence to analyze and verify user review content, personalizing experiences with suitable menu recommendations, and trending dishes. Through this, ShopeeFood aims to help partners reach the right customer segments, increase business efficiency, and better seize growth opportunities during the year-end peak season."

Actively innovating solutions to increase connections between restaurant partners and users, while enhancing the platform experience, helps ShopeeFood maintain its position in Vietnam's online food ordering market. According to the latest NielsenIQ survey, conducted from 15/4 to 28/4, ShopeeFood leads in frequent usage over one month with a 51% share, and is also the most used online food ordering platform during the same period, with a 52% share.

The Dan