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Glovo adds a side of social stickiness to its food delivery app
- Spain’s Glovo, a food delivery and quick commerce service, is adding social features in its app to drive more user activity.
- Glovo is allowing restaurant partners to upload food preparation videos to the app.
- Users can find and connect with friends on the app, allowing them to share recommendations and discover restaurants.
- A feature called ‘Picks’ lets Glovo users save and organize favorite restaurants into private or shareable lists.
- Glovo is replicating the popular vertical feed of social media apps like TikTok in its food video feature, which it says applies guidelines to submissions from restaurants to ensure high quality.
- The app updates will go live in Barcelona before rolling out to other cities in Spain and eventually to other countries
- The new features are not a response to flagging consumer interest, according to Glovo.
- The company says growth in the quick commerce division offering speedy deliveries of goods from city centre dark stores is growing at over 50% YoY.
- Glovo says the more social features are about continuing its brand-building efforts and helping its users with the decision of what to eat tonight.
- Glovo users have to give access to their contact list to add friends, and user consent is needed before any information about their food delivery habits gets shared with friends.
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