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Apps of the World

A coupon-crazy Brazilian app figured out how to beat Uber Eats

Out-discounting competitors: iFood's bid to become Latin America's
last-mile delivery king.

By Marilia Marasciulo
16 June 2023 * Rio de Janeiro, Brazil

Before iFood, ordering out in Brazil meant keeping a drawer full of
flyers with phone numbers to call. Choices were typically limited to
pizza and sushi. When iFood launched in 2011, it changed the
landscape by consolidating all these flyers into a single digital
app, while simultaneously offering a diverse range of cuisines.

  * A screenshot from the iFood delivery app in Brazil.
    iFood's home screen.
  * A screenshot from the iFood delivery app in Brazil.
    iFood has a variety of categories for different products.
  * A screenshot from the iFood delivery app in Brazil.
    "Who wants a coupon?" is the title of the app's promotions page.

Ordering on iFood isn't really different from other delivery apps:
The main page has categories of food, individual dishes, and
restaurants; you can also filter by price, rating, delivery time, and
so on. In 2019, iFood expanded its services beyond food delivery to
include grocery stores, pharmacies, liquor stores, pet shops, and
e-commerce brands.

So far, so normal. What separates iFood from other apps is a focus on
coupons. Yes, other apps have discount coupons. But iFood puts them
front and center, showering users with hundreds of potential deals on
a page called "Want a coupon?" The idea is to make customers feel
like they saved money on almost every purchase. The app even has a
subscription program where you can pay 12.90 reais ($2.65) monthly
for five extra coupons, each worth up to 10 reais (just under $2).
There are other benefits, but it's all about the coupons.

IFood now controls 80% of Brazil's food delivery market. Given that
Uber Eats left Brazil in 2022 and Didi Food does not operate in the
country, iFood's only real competitor is Colombian super-app Rappi.
The Brazilian giant is close to being a virtual monopoly.

Factbox

APP NAME:     iFood
DEVELOPER:    iFood
COUNTRY:      Brazil
RELEASE DATE: May 15, 2011
PLATFORMS:    iOS, Android

Marilia Marasciulo is a journalist based in Brazil.
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