Hu Xiu·2025-08-07 10:27Core Viewpoint - The competition in the Brazilian food delivery market is intensifying as Meituan and Didi both aim to capture market share from the dominant local player, iFood, with Meituan planning a significant investment of $1 billion to establish its service, Keeta, in Brazil [4][16][22]. Market Opportunity - The Brazilian food delivery market is valued at $12 billion and is the fifth largest globally, growing at a rate of 20% annually [6]. - A survey indicated that 40% of Brazilians have used food delivery services, with the percentage rising to 51% among the 15 to 28 age group [6]. - The emergence of "ghost kitchens," which operate solely for delivery, is becoming a trend, with 30% of businesses adopting this model [6]. Competitive Landscape - iFood, established in 2011, is the only major player in the Brazilian market, having previously outperformed Didi's 99 Food, which struggled to gain market share [7][9]. - Didi's 99 Food had to exit the market due to operational challenges and regulatory issues but is now re-entering with a stronger foundation [10][12]. Regulatory Environment - New regulations in Brazil prohibit exclusive agreements between delivery platforms and merchants, creating a more favorable environment for new entrants like Meituan and Didi [10][12]. Strategic Moves - Meituan's CEO in Brazil, Qiao Guangyu, has a background in Didi's Latin American operations, indicating a strategic advantage in understanding the local market [11]. - Meituan has been preparing for its entry into Brazil since 2020, including trademark registration and market research [16]. Technological Edge - Meituan plans to leverage its advanced data algorithms and delivery management systems, which have been tested in other markets, to optimize operations in Brazil [17]. - The company has experience with drone delivery, which it intends to introduce in Brazil, potentially enhancing delivery efficiency [18]. Recruitment and Market Penetration - Keeta plans to hire over 1,000 employees in Brazil and will focus on food delivery, with potential future expansions into other sectors [21]. - The competition for delivery personnel will be fierce, as both Keeta and 99 Food will need to attract riders from the existing pool [19]. Future Outlook - Both Meituan and Didi aim to create "super apps" in Brazil, similar to their operations in China, with the initial focus on food delivery as a gateway to broader service offerings [22]. - The battle for market share against iFood will be critical for both companies, as they seek to establish a foothold in a lucrative and growing market [22].