In an effort to innovate and expand its user experience, Glovo has launched a notable update to its app, incorporating social media elements into the food discovery process. This initiative aims to transform how users engage with the platform by enabling them to connect with friends, share restaurant recommendations, and explore culinary options through social interactions. Glovo’s strategic move demonstrates its commitment to evolving with user behavior and enhancing engagement within the app’s ecosystem.
Previously, Glovo primarily focused on facilitating convenient delivery services from restaurants and retail stores. However, with evolving market demands and increased competition, the company has taken steps to reposition itself by incorporating features that encourage user interaction and content sharing. Unlike past updates, this move signifies a more comprehensive approach to capturing user interest by aligning technology innovation with social connectivity.
What New Features Does Glovo Offer?
Glovo has introduced a suite of features designed to integrate social networking into its platform. Users now have the ability to create lists of their favorite dining spots using ‘Picks’ and access a video discovery feature showcasing restaurant chefs creating dishes.
Daniel Alonso, Chief Product Officer at Glovo, stated, “Despite being from Spain, we want to prove to the world that we can be a super pioneering technology company.”
The app will also allow users to connect with friends through their address books, though participation remains optional and privacy-focused.
How Do Users Benefit from These Features?
Users facing indecision over meal choices can now seek inspiration from their network, gaining suggestions from those they follow.
Glovo CEO Oscar Pierre Miquel commented, “35 per cent of users don’t know what to order.”
This integration taps into existing behaviors where people share food experiences on social media, aiming to enhance user satisfaction and engagement without direct social media integration within the app.
Glovo’s innovation cycle is supported by hackathons, according to the company’s CTO Shiro Theuri. These events have cultivated numerous pilots, promoting a culture of creativity and collaboration among tech teams. Theuri emphasized the importance of time constraints in driving innovation, explaining how teams have adapted to new challenges such as video and streaming technology.
From its initial focus on restaurant delivery, Glovo has grown into a multi-category app offering diverse services, from groceries to retail. It achieved unicorn status in 2019, reflecting its significant market impact and financial success. The company has also expanded internationally, with substantial operations across Europe, Central Asia, and Africa. In Africa, Glovo overcame unique logistical challenges, such as difficulties with map accuracy and communication systems, demonstrating adaptability in diverse markets.
Glovo’s broader impact includes support for entrepreneurs and NGOs, evidenced by the creation of Yellow, a fund for startups, and an Impact Fund supporting nonprofit initiatives. These efforts highlight the company’s commitment to social responsibility and community support, aligning with its innovative business approach. As new features roll out across more cities, Glovo continues to position itself as a leader in integrating technology with social and community engagement.
