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Company Bets on Technology, Marketing, and Service Expansion to Face Growing Competition in the Delivery Sector.
iFood announced it will make a investment of R$ 17 billion by March 2026, marking the largest investment in its history. The amount represents a leap of 25% compared to previous years and signals the company’s aggressive strategy in the face of rivals such as Keeta (Meituan), 99, and Rappi in the Brazilian market.
According to official communication, the investment aims to boost technology, marketing, new hiring, and service expansion, including strategic acquisitions.
The expectation is that the investment will generate increased demand, more payments to delivery partners, and greater user loyalty to the platform.
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Where Will iFood’s Billion-Dollar Investment Go?
According to iFood, the amount will be strategically allocated among the following areas:
- Hiring Technology Professionals: there will be a total of 1,100 new positions, of which 500 have already been filled since April.
- Marketing and Promotions: the goal is to increase traffic in the app and the frequency of orders.
- Segment Expansion: including areas such as corporate benefits and new financial services.
- Payments to Delivery Partners: the distributed amount is expected to grow 27% in 2025, reaching R$ 5.2 billion.
Furthermore, iFood anticipates additional investments of up to R$ 500 million in startups, signaling a bet on innovation and partnerships.
An example is the recent purchase of 20% of CRMBonus, in addition to negotiations to acquire Alelo, a benefits company, for about R$ 5 billion, according to Valor Econômico.
Why is iFood Investing So Much Right Now?
The investment comes at a time of re-acceleration of the delivery sector in Brazil and increasing competitive pressure.
With the arrival of Chinese Keeta, the expansion of Rappi‘s operations, and the strategic moves of 99, iFood seeks to ensure its leadership in the national market.
The company is also betting on technology and personalization to improve user experience and expand the segments in which it operates. The inclusion of financial solutions and loyalty programs are part of this new positioning.
What is the Expected Impact for Consumers and Delivery Partners?
With the investment, iFood expects to increase the number of orders and pass more resources to delivery partners. In 2025, the estimate is that payments will reach R$ 5.2 billion, reflecting the increase in demand and the expansion of promotions in the app.
For consumers, the focus will be on more offers, service speed, and integration of new benefits, especially in loyalty plans and services linked to other brands in the company’s ecosystem.
Do you believe this investment will improve the service for both consumers and delivery partners? Could competition pressure iFood to offer more advantages? Leave your opinion in the comments; we want to hear from those who experience this market daily.
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