It announced it on Wednesday (6) the two main strategic bets of the company aiming at delivery speed and cheaper dining options. Products are expected to help add new customers to the platform and expand occasions of use to users who already order the application.
On one front, the delivery company launched Hits IFood, an app environment dedicated to dishes at a lower average cost. They are meals from R $ 15 and with free delivery developed in partnership with the restaurants that were already in the app.
“Hits is about creating a new offer, a dish and a price that does not exist anywhere else, nor in the restaurant hall,” explains IFood’s vice president of growth, Paula Ritto. “It’s a junction of iFood’s intelligence with our main restaurants who already work on these daily occasions, building a new offer.”
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For years iFood has tried to find a solution to access the class C more pocket, whose average sale in the application is around $ 25. “The difficulty [para acessar a] Class C is that the average value of the meal is much lower. Although a relevant value of food, revenue is reduced, it does not reduce the cost of delivery. It was hard to make things stand, ”says IFood CEO Diego Barreto.
Although there was a disposition of this audience to buy in the application, explains Barreto, iFood had difficulty operationalizing financially, in the last seven years, a more accessible meal option. The average commission by request that goes to the delivery company is 15%, for purchases at amounts close to $ 25, IFOOD would pocket less than $ 4. “We work brutally to find an operational model that closes the account. Now we get it.”
With a lower medium ticket, iFood expects to gain space on two occasions that get around the use of the application in everyday life: home -prepared meals and those consumed at the Cheap Restaurant near home. In Salvador, testing square for the new product, there was a 40% growth in the number of requests made by the application, while the base of new users increased by about 30%.
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According to Ritto, there is also an impact on restaurant operations. Those who offer dishes through hits see an increase of 35% on requests – which includes the sale of the most cost -effective items. The company’s conclusion is that the new platform increases the general use of the application by 70%, giving greater visibility to restaurants in general.
“The focus is restaurants that have a medium ticket adherent to lunch and everyday dinner of users. This is a first big filter. The second is to take restaurants that are close to people, neighborhood restaurants,” says the executive. There is no adhesion cost to the invited establishments to the program.
Until the end of October IFOOD HITS will be available in Belo Horizonte (MG), Guarulho (SP), Ribeirão Preto (SP), João Pessoa (PB), Londrina (PR), Campo Grande (MS), Maceió (AL), Santo André (SP), Uberlândia (MG), Niterói (RJ), Osasco (SP) (SP) and Natal (RN).
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In Brazil between April 2025 and March 2026, above R $ 13.6 billion in the 12 months closed in March this year. The amount will be intended mainly for traffic driving actions, increased recurrences and expansion of the company’s segments.
Another functionality announced by the company is a delivery mode in up to 20 minutes called Turbo iFood, where the user pays $ 3.99 at the standard cost of delivery in categories of restaurants, pets, markets and pharmacy
In the case of restaurants, iFood had to adapt its logistics technology to adapt to the promised delivery time. First, restaurants indicate which of the dishes on your menu can be completed on time. In a normal order, only near the end of the preparation would a delivery man be called to pick him up, in the case of “Turbo” delivery, as soon as the order is placed, the delivery man enters the route to seek the meal. If it does not arrive on time, the user receives a reversal of $ 5.
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The news is presented in the face of the perspective of more competition for iFood: for restaurants in the search to snap market of the national leader.
Rappi itself already has a delivery option in up to 10 minutes called “Turbo”, but only for shopping in supermarkets. Despite the coincidence, Ritto states that the offensive of the competitors did not justify the movements of iFood. “These two main products have been operating in large cities for 10 months, so it’s a dynamic very prior to any new competition,” she says.
During May, Rappi was one of the delivery applications to announce exemption from partner restaurants, following the 99 wave, which decided to reestablish its delivery operation in Brazil after canceling it in 2023.
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After a test in the neighborhood of Pinheiros, in São Paulo, iFood said the average delivery time for all categories was 15 minutes. In pharmacies, for example, it reaches 12 minutes. Now the company says it should expand the request to the “main capitals” in the coming months.
