Glovo modeled on TikTok and Facebook: They are fundamentally changing how we order and look for food

Glovo is one of the most popular food ordering apps with more than 200,000 deliveries in 2,000 cities, and today they introduced the biggest change in their history. At the ‘Glovo Next’ event in front of selected journalists in Barcelona, ​​Glovo presented their vision for the future and revealed how they are becoming the first app in their industry to combine social networking features with food discovery.

As they state, the main reason why they decided on these innovations is to improve the user experience, but also to continue developing their own application. Speaking about these changes, Glov pointed out that about 35 percent of users enter the application without a concrete idea of ​​what to order. To make that decision easier, Glovo added a food discovery video wall, modeled after TikTok or Instagram’s Reelse

This is also the biggest novelty, at least visually, and the thing works so that users will now be shown a video of a dish and its preparation. All we need to do then is to click on that dish and complete the rest of the order as before. The attractiveness of the video and individual dish will obviously play a key role in attracting users.

Photo: Ivan Hruškovec/24sata

The other features are well known to us from other services, namely the elements of social networks with connecting users and the possibility of creating a list of favorite restaurants via the “Picks” option.

– We are excited to be able to offer users this interactive way of discovering, sharing and interacting with products within the application. Users will experience their favorite products in a completely new way – said Daniel Alonso, Glov’s Chief Product Officer.

Glovo is building its social network

Foto: Glovo

The new social features they introduced are designed to help users discover popular restaurants and dishes based on what their friends and others are ordering in the city. The thing will work so that Glovo will ask you for access to contacts, and then you will be able to follow one of them. You can also refuse to connect. Various possibilities of upgrading this option are open, but Glov did not want to confirm anything if they could see it, such as grouping friends…

Your ‘playlist’ of the best food

Foto: Glovo

“Picks” is a new function that allows users to save and organize their favorite restaurants or dishes, just like music playlists on Spotify. So you can group your favorite places into your lists, whether it’s the places you order lunch from at work, the best burgers or your favorite dessert places. You can also share each list with your friends.

Food comes alive with video

Foto: Glovo

With so many options, choosing food can be challenging, Glov says, noting that a third of users don’t know what to order when they download the app. That new video wall shows thumbnails of various dishes, and clicking on them opens a full-screen vertical video. Like on TikTok or Reels, you can scroll through the dishes and click and order that exact dish.

These videos are created by local restaurants, giving them an additional opportunity to organically engage users.

Foto: Glovo

All of these new features are currently in the launch and testing phase and are initially only available in Madrid and Barcelona. As they pointed out, they selected 500 partners for testing.

After the test phases in Glov, they announce that these functions will gradually spread to other cities. Full implementation is expected in the coming months in all 23 markets.

The first edition of “Glovo Next”

The new features were presented at the first edition of “Glovo Next”, a new annual event where Glovo reveals upcoming innovations for users. Alonso added: “‘Glovo Next’ is conceived as an annual forum where we will present our most innovative changes, creating a constant wave of changes that make Glovo the must-have application for current services.”

Full implementation is expected in the coming months in all 23 markets and more than 1,500 cities where Glovo operates.