The messaging app WhatsApp is gaining increasing relevance as a sales channel for Brazilian bars and restaurants. According to a recent survey by the Brazilian Association of Bars and Restaurants (Abrasel), conducted with 2,176 food service entrepreneurs across the country, more than a quarter (26%) of delivery revenue already comes from orders placed through the platform.
The study shows that 63% of establishments already use WhatsApp to receive orders, a percentage still lower than third-party marketplaces and apps like iFood, which are present in 78% of the surveyed businesses. Other traditional channels maintain their relevance: 41% of establishments still receive orders by phone, while 39% invest in their own apps or websites.
When analyzing revenue distribution by channel, marketplaces remain in the lead, accounting for 54% of delivery sales, followed by WhatsApp (26%), own apps/websites (12%), and phone orders (8%).
Automation and AI gain ground in digital customer service
The growth of WhatsApp as a sales channel has driven the adoption of artificial intelligence in customer service. By 2025, 38% of establishments already use some level of automation for orders received through the messaging app.
Among those adopting technological solutions, 21% opt for a hybrid model, combining chatbots with human service, while 17% operate exclusively with artificial intelligence, automating the entire order process.
Delivery shows adjustment after pandemic boom
The Abrasel survey also revealed a slight decline in the percentage of establishments operating with delivery. Between 2022 and 2025, there was a drop from 78% to 71% in the number of bars and restaurants offering the service.
Among the reasons cited by entrepreneurs who do not work with deliveries, financial unviability leads with 32% of mentions, followed by 30% who say they are evaluating the possibility. Structural issues, such as lack of space to reconcile dine-in and delivery operations, were cited by 27% of respondents. Meanwhile, 24% claim not to have their own delivery structure and prefer not to hire third-party services.
The share of delivery in the establishments’ total revenue also reflects this adjustment. Before the pandemic, deliveries accounted for 26% of sales, peaking at 50% during health restrictions. In 2022, this percentage dropped to 32%, and in 2025, it records a new decline, reaching 30%.
“Delivery remains a strategic channel for bars and restaurants, but we are seeing a rebalancing movement, with more customers choosing to dine in, a natural behavior after years of pandemic and restrictions. The challenge now is to ensure the service is sustainable for businesses. The growth of WhatsApp is natural, as it gives establishments more control,” assesses Paulo Solmucci, executive president of Abrasel.
Various delivery models coexist in the sector
The survey also revealed diversity in the delivery models adopted by the sector. While 39% of establishments maintain their own delivery team, 36% use full-service contracts, which integrate marketplace and delivery. Another 30% hire specialized third-party logistics companies, and 26% rely on on-demand independent delivery drivers.
“The diversification in delivery models depends on cost and demand. Many choose to have their own delivery drivers but resort to third-party drivers during peak hours. Others lack the structure to hire drivers, so they rely on independents,” explains Solmucci.
The scenario reveals a sector that continues to adapt to post-pandemic consumer behavior changes, seeking to balance dine-in operations with delivery services while adopting new technologies and channels to optimize sales.
