Glovo, a Barcelona-based on-demand delivery platform, has revolutionized how people access food, groceries, and everyday essentials. With its commitment to "make everything in your city accessible," Glovo has expanded across 23 countries, boasting over 80 million downloads and a growing user base. But its growth story isn't solely tied to convenience; Glovo's recent pivot towards fostering a digital foodie community is a testament to its innovative spirit and ability to adapt to evolving consumer preferences.
Quick history: From local startup to global delivery platform contender
Launched in 2015 by Oscar Pierre and Sacha Michaud, Glovo initially positioned itself as a multi-category delivery platform catering to urban convenience. Over the years, it built a strong network with local partners across 23 countries. The company focused on making on-demand delivery seamless, allowing users to order anything from a nearby restaurant, grocery, or retail shop.
As customer needs shifted—driven by the digital-first lifestyles of Millennials and Gen Z—Glovo identified an opportunity to enrich its platform by integrating social-driven features that enhance delivery experiences and build deeper connections among users.
Product and values: More than just delivery
Glovo’s core product remains a one-stop app for all delivery needs, including food, groceries, and shopping. The platform stands out with features such as:
- Order Tracking: Real-time updates on delivery progress.
- Discoverability: Easy access to trending restaurants, promotions, and exclusive deals.
- Glovo Prime: A subscription service offering unlimited free deliveries and curated offers.
At the heart of its operations is Glovo’s mission to give everyone easy access to anything in their city. This vision aligns with its recent evolution into a community-driven platform that prioritizes personal connection and delivery experience.
Tackling challenges with community features
The challenges:
- Evolving Customer Preferences: Younger generations demand personalized, engaging experiences that go beyond transactional interactions.
- Choice Paralysis: With endless food options, 35% of users often struggle to decide what to order, leading to frustration.
- Static Food Discovery: Exploring food through static photos failed to inspire users or drive engagement.
The solutions:
To address these pain points, Glovo implemented several community-centric features:
Picks: A personalized curation tool allowing users to save and share lists of favorite dishes and restaurants. This feature promotes re-engagement and encourages users to explore recommendations from their social circles.
Friends Recommendations: Leveraging social proof, users can explore trending spots or dishes their friends love as 55% of customers often go to social platforms for food inspiration.
Video Discovery: A dynamic feature showcasing restaurant offerings through short, engaging videos. This enhances food discovery while providing local businesses with a powerful tool to engage and capture customers' attention.
Community-led growth: Building a digital foodie hub
Glovo’s approach exemplifies Social+ product design—a framework where social interactions are embedded into the product’s core functionality. By creating features that foster collaboration, conversation, and discovery, Glovo has successfully turned a utility app into a social platform for food lovers.
Key drivers of this community-led growth include:
- Enhanced Engagement: Social sharing and video content encourage users to spend more time on the app.
- Word-of-Mouth Marketing: By integrating personal recommendations and shareable lists, Glovo empowers users to organically advocate for the app.
- Local Business Support: Food video discovery helps restaurants connect and promote their products directly to customers, fostering a thriving local food ecosystem.
Pillars of Glovo’s community strategy
Personalization through Technology
Glovo understands that personalization is a key expectation for its target demographic. The "Picks" feature reflects this by giving users the tools to tailor their dining experiences. Personalized notifications about saved lists and trending recommendations further strengthen user engagement.
Social proof as discovery
The integration of friends’ recommendations aligns with the behavior of Millennials and Gen Z, who often rely on peer influence for dining decisions. This feature transforms Glovo into a digital space where food preferences can be shared and celebrated.
Content-driven engagement
With video walls in the restaurant section, Glovo leverages the popularity of short-form content. This format enhances visual appeal and keeps users engaged longer, while also enabling restaurants to directly interact with potential customers.
AI and data-driven insights
By leveraging AI, Glovo tailors recommendations to each user based on their behavior and preferences. Future opportunities include features like a community feed for users to explore cuisine trends, along with push notifications that deliver hyper-relevant updates.
What we can learn: Key takeaways for community builders
Embed Social Features: Integrate collaborative tools into your product to enhance engagement and foster organic growth.
Solve Decision Paralysis: Use personalized recommendations and interactive features to make decision-making easier for users.
Leverage UGC and Content: Encourage users and partners to contribute content, creating a more authentic and engaging platform.
Support Local Ecosystems: Partner with local businesses to provide value for both users and merchants, strengthening community ties.
Iterate Constantly: Continuously refine your strategy based on user feedback and emerging trends to stay relevant.
Conclusion: Pioneering the social future of food delivery
Glovo’s success lies in its ability to anticipate and respond to shifts in consumer behavior. By transitioning from a straightforward delivery platform to a social and community-driven ecosystem, the company has set a new standard for innovation in food delivery. Whether through personalized lists, interactive video discovery, or leveraging social proof, Glovo demonstrates how community-led strategies can create lasting value for both users and partners.
As Glovo continues to expand its next-generation app across more markets, its community-first approach will undoubtedly play a pivotal role in shaping the future of food delivery. For founders and community builders, Glovo’s journey is a compelling blueprint for leveraging technology and community to drive growth in competitive markets.