WhatsApp already accounts for 26% of the delivery revenue in bars and restaurants.

The WhatsApp messaging application is increasingly gaining 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 entrepreneurs in the out-of-home food sector across the country, over 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 that of marketplaces and third-party applications like iFood, which are used by 78% of the businesses surveyed. Other traditional channels maintain their relevance: 41% of establishments still receive orders by phone, while 39% invest in their own applications or websites.

When analyzing the distribution of revenue by channel, marketplaces remain in the lead, accounting for 54% of delivery sales, followed by WhatsApp (26%), own applications/websites (12%), and phone orders (8%).

Automation and AI gain traction in digital customer service

The growth of WhatsApp as a sales channel has driven the adoption of artificial intelligence in customer service. In 2025, 38% of establishments already use some level of automation for orders received through the messaging application.

Among those adopting technological solutions, 21% opt for a hybrid model, combining chatbots with human customer service, while 17% operate exclusively with artificial intelligence, automating the entire order process.

Delivery undergoes adjustment after pandemic boom

The Abrasel survey also revealed a slight contraction in the percentage of establishments operating with delivery. Between 2022 and 2025, the number of bars and restaurants offering the service dropped from 78% to 71%.

Among the reasons cited by entrepreneurs who do not work with deliveries, lack of financial viability leads with 32% of mentions, followed by 30% who state they are evaluating the possibility. Structural problems, such as lack of space to balance 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 total revenue of establishments 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 recorded a further decline, reaching 30%.

"Delivery remains a strategic channel for bars and restaurants, but we are seeing a rebalancing trend, 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," evaluates Paulo Solmucci, executive president of Abrasel.

Varied 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 team of delivery drivers, 36% use full-service contracts, which integrate marketplace and delivery. Another 30% hire specialized third-party logistics companies, and 26% rely on freelance delivery drivers on demand.

"The diversification in delivery models is due to 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 delivery drivers, so they turn to freelancers," explains Solmucci.

The scenario reveals a sector that continues to adapt to post-pandemic changes in consumer behavior, seeking to balance dine-in operations with delivery services while adopting new technologies and channels to optimize sales.