Brazil’s digital transformation has been greatly accelerated by the COVID-19 pandemic, resulting in several types of solutions being launched into the food delivery market. The increasing use of smartphones and new technologies across various regions of the country, including small cities with few resources, has made food delivery services a routine element of the Brazilian lifestyle.
The food delivery market has existed in Brazil since 2007; however, a significant evolution started in 2012 with the launch of the first delivery app developed by iFood. In about 2014, iFood's main competitors began to launch their app solutions. Currently, the market is at a stage where the main players are becoming super apps, which means that in addition to food delivery, the platforms offer various services to consumers, such as drugstore product delivery, and have become a new sort of marketplace. Smaller players in this market are following very different strategies. Some are focusing on a specific food delivery niche, while others are launching solutions for regions where the big players are not yet operating, often following franchise or license business models in which each franchisee is referred to as a city manager and is responsible for developing the region and attracting new restaurants.
In a field of more than 30 participants, Frost & Sullivan independently plotted the top 8 companies in this Frost Radar™ analysis: iFood, Rappi, Uber Eats, James Delivery, 99 Food, Apptite, Aiqfome, and Delivery Much. These companies are at the forefront of innovation and redefining growth in this highly fragmented market.
The Frost Radar™ reveals the market positioning of companies using their Growth and Innovation scores as highlighted in the Frost Radar™ methodology. The document presents competitive profiles on each of the companies based on their strengths, opportunities, and market positioning. We discuss strategic market imperatives and the competitive environment that vendors operate in as well as make recommendations for each provider to consider to spur growth.
Author: Guira Barretto

Strategic Imperative
Growth Environment
Frost Radar™: Brazilian Food Delivery Market
Frost Radar™: Competitive Environment
Frost Radar™: Competitive Environment (continued)
99 Food
Aiqfome
Apptite
Delivery Much
iFood
James Delivery
Rappi
Uber Eats
Strategic Insights
Significance of Being on the Frost Radar™
Frost Radar™ Empowers the CEO’s Growth Team
Frost Radar™ Empowers Investors
Frost Radar™ Empowers Customers
Frost Radar™ Empowers the Board of Directors
Frost Radar™: Benchmarking Future Growth Potential
Frost Radar™: Benchmarking Future Growth Potential
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Frost Radar™: Benchmarking Future Growth Potential 2 Major Indices, 10 Analytical Ingredients, 1 Platform
Growth Index
Growth Index (GI) is a measure of a company’s growth performance and track record, along with its ability to develop and execute a fully aligned growth strategy and vision; a robust growth pipeline system; and effective market, competitor, and end-user focused sales and marketing strategies.
- Market Share (previous 3 years)
This is a comparison of a company’s market share relative to its competitors in a given market space for the previous 3 years. - Revenue Growth (previous 3 years)
This is a look at a company’s revenue growth rate for the previous 3 years in the market/industry/category that forms the context for the given Frost Radar™. - Growth Pipeline
This is an evaluation of the strength and leverage of a company’s growth pipeline system to continuously capture, analyze, and prioritize its universe of growth opportunities. - Vision and Strategy
This is an assessment of how well a company’s growth strategy is aligned with its vision. Are the investments that a company is making in new products and markets consistent with the stated vision? - Sales and Marketing
This is a measure of the effectiveness of a company’s sales and marketing efforts in helping it drive demand and achieve its growth objectives.
Innovation Index
Innovation Index (II) is a measure of a company’s ability to develop products/ services/ solutions (with a clear understanding of disruptive Mega Trends) that are globally applicable, are able to evolve and expand to serve multiple markets and are aligned to customers’ changing needs.
- INNOVATION SCALABILITY
This determines whether an organization’s innovations are globally scalable and applicable in both developing and mature markets, and also in adjacent and non-adjacent industry verticals. - RESEARCH AND DEVELOPMENT
This is a measure of the efficacy of a company’s R&D strategy, as determined by the size of its R&D investment and how it feeds the innovation pipeline. - PRODUCT PORTFOLIO
This is a measure of a company’s product portfolio, focusing on the relative contribution of new products to its annual revenue. - MEGATRENDS LEVERAGE
This is an assessment of a company’s proactive leverage of evolving, long-term opportunities and new business models, as the foundation of its innovation pipeline. - CUSTOMER ALIGNMENT
This evaluates the applicability of a company’s products/services/solutions to current and potential customers, as well as how its innovation strategy is influenced by evolving customer needs.
Significance of Being on the Frost Radar™
Companies plotted on the Frost RadarTM are the leaders in the industry for growth, innovation, or both. They are instrumental in advancing the industry into the future.
- GROWTH POTENTIAL
Your organization has significant future growth potential, which makes it a Company to Action. - BEST PRACTICES
Your organization is well positioned to shape Growth Pipeline™ best practices in your industry. - COMPETITIVE INTENSITY
Your organization is one of the key drivers of competitive intensity in the growth environment. - CUSTOMER VALUE
Your organization has demonstrated the ability to significantly enhance its customer value proposition. - PARTNER POTENTIAL
Your organization is top of mind for customers, investors, value chain partners, and future talent as a significant value provider.
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Growth Dialog™
A tailored session with you where we identify the:- Strategic Imperatives
- Growth Opportunities
- Best Practices
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Impacting your company's future growth potential.
| Deliverable Type | Frost Radar |
|---|---|
| No Index | No |
| Podcast | No |
| Author | Lorena Isla |
| Industries | Automotive |
| WIP Number | K54F-01-00-00-00 |
| Is Prebook | No |
| GPS Codes | 9800-A6,9965-A6,9A57-A6 |
Frost Radar™: Brazilian Food Delivery Market, 2020
A Benchmarking System to Spark Companies to Action - Innovation That Fuels New Deal Flow and Growth Pipelines
07-Dec-2020
Latin America
Frost Radar
