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99Food Resumes Activities in Brazil with Prices Equal to Those at Restaurants. Delivery Platform Starts Operations in São Paulo, Exempts Restaurants from Fees, and Invests R$ 500 Million by 2026
The 99Food resumes activities in Brazil with an aggressive strategy to capture market share. The food delivery platform began operating this Tuesday (12) in São Paulo and cities in Greater São Paulo, offering prices equal to those charged at restaurant counters, zero fees for establishments, and promotional coupons for new customers.
According to the company, the project foresees a R$ 500 million investment in the state by mid-2026, in addition to the construction of support points for partner motorcyclists. The initiative aims to attract consumers who still consider delivery costs a barrier while also including restaurants that do not participate in apps due to high commissions.
Where and How Operations Begin
The initial phase of 99Food resumes activities in Brazil takes place in São Paulo city, Guarulhos, Osasco, São Bernardo do Campo, Santo André, Barueri, Diadema, and São Caetano. The testing period is expected to last a month. During this time, partner restaurants will offer dishes at the same price as in-person service, eliminating the common price discrepancy in delivery.
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To attract customers, five promotional coupons totaling up to R$ 99 will be distributed. This strategy is part of a fierce competition with rivals like iFood and Rappi, who also offer incentives to consumers and partners.
Why This Strategy Could Change the Market
According to Simeng Wang, General Director of 99Food in Brazil, 30% of the 1.4 million restaurants in the country are not registered on any app due to high commissions that can undermine the profitability of online sales. The exemption of fees, he argues, could encourage participation and expand the base of establishments in the app.
The movement also targets consumers with lower purchasing power. The company bets that prices equal to those at the counter, combined with free delivery, could significantly increase the number of orders. Currently, Brazil records about 4 million daily orders, compared to 70 million in China.
Results of Previous Tests
The return of 99Food resumes activities in Brazil began in Goiânia (GO), where the pilot project recorded over 1 million orders in 50 days, involving 8,000 restaurants and 15,000 delivery drivers. These numbers indicate growth potential without, according to the company, needing to “steal” market share from competitors.
The director states that the priority is to expand the audience that orders food through apps, as usage frequency in Brazil is still considered low compared to other countries.
Impact on Consumers and the Sector
Data from the Locomotiva Institute, commissioned by 99Food, shows that 54% of consumers associate delivery with convenience and time savings, but see cost as the main barrier. The change in habit over the past decades, from weekly orders to frequent use, reinforces the importance of affordable prices.
With 20,000 registered restaurants and over 50,000 delivery drivers in the base just in São Paulo, the expectation is that the model will encourage more establishments to enter the digital market and that consumers will start to consider delivery as a viable alternative for daily use, not just for special occasions.
Do you believe that the strategy of 99Food resuming activities in Brazil with prices equal to those at restaurants can transform the delivery market? Or do you think that delivery costs will still be the biggest challenge? Share your opinion in the comments — we want to hear from those who live this reality in practice.
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