The 99, from Chinese Didi Global, filed a lawsuit at the São Paulo State Capital Business Court against competitor Keeta for what he called the “Brand violation and unfair competition”, according to Reuters.
The 99 states in the process that the Keeta, from the Chinese Delivery giant Meituan, would be “taking advantage of the entire visual structure” of the platform to “catapult its commercial performance” in the Brazilian market. The process cites the resemblance to the visual elements of 99 and the keeta, such as yellow color, graphic elements and the style of sources.
“The numerous visual similarities of the brand and the trade dress of services on the way of launching consumers to an improper association, and make the defendants ‘ride’ in the author’s fame and prestige,” said the lawyers of the 99 in the action, which asks for the interruption of the use of the kereta logo, “as well as any other variation”, under penalty of a daily fine of $ 10,000.
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The action also calls for abstention in the use of distinctive elements of the service offered by 99, including the combination of yellow and black colors, the style of sources and the brand purpose, focused on food delivery, as well as any brand registration requests containing “elements that reproduce or imitate brand records and the visual configuration of the services provided by 99 for the National Property. (INPI).
The process occurs days after the keeta, which is about to start its operations in Brazil, file a lawsuit at the São Paulo Central Forum requesting the suspension of what it called “Anticompetitive Clauses” of 99food, 99 Food Delivery Arm after the company adopts a commercial strategy that prevents some of its partner restaurants with more than two delivery platforms.
According to Keeta, such exclusivity clauses are a “directed mechanism of market exclusion, without legitimate economic justification”. The 99food states that the practice is legal by decision of the Administrative Council for Economic Defense (Cade) in an agreement of 2023 with IFOOD, which leads the sector in the country.
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In a commentary sent to Reuters, Keeta said it is processing 99 for anti -specific practices aimed at closing the delivery market in Brazil, while 99 processes the company for the use of its logo and colors, which have been associated with Meituan for over 14 years and the keeta in the last 3 years.
