Delivery continues to grow in the country, but brands invest in human support

The boost of the delivery system in Brazil, in 2020, brought many doubts from small to large retailer, from online to street commerce. According to Abresel, 90% of establishments in the pandemic joined the delivery. Since then, Brazil has become responsible for almost half (48,77%) of orders from Latin America (Statista). However, the MTG Foods network, which has become the largest in Japanese food delivery format and take the opposite Food from the South with 54 operations, comes realizing a movement that includes the delivery of the GoG, the delivery: the Matriama is the same format: the delivery of the Matriam, the Matriam.

Delivery services via applications and online platforms stood out for the practicality and agility offered to consumers. According to the National Confederation of Shopkeepers (CNDL) and SPC Brazil, before the pandemic, about 30% of Brazilians used apps or websites to order meals. Between 2020 and 2021, this number jumped to 54.8%. With the increase in access to the internet, which according to the IBGE Census reached 87.2% of the customer in 2022, this habit of consumption is consolidated, especially among the population who are left behind that more than the young people who want to be aware that they are.

To meet the demand that reaches 7 thousand phone calls per month and 2 thousand messages via WhatsApp, the network created a customer service department that grew 50% in 2024, currently reaching 13 attendants, dedicated to complement the requests in a personalized and human way. “O objective is indeed to be human. Our team is guided to understand the needs of customers in depth, ensuring that each interaction is unique and efficient. Different from the traditional franchise market, we decided to focus this service on the franchisor, without cost to the franchisee, and sheltering the complexity of meeting with excellence, affirms Koyama 1 of the network 20 channels are made by means 1.

According to the research conducted in 2023 by Hibou, a research and market insights company, the search for human service is an undeniable priority for most consumers. Even with improved technologies, 56% of participants would keep their intention of use unchanged, 12% would feel less desire to use them and only 31% would feel inclined to use.“Today it is essential that companies balance the services. In a scenario where many people are frustrated by not being able to talk to a human attendant, we realize that the humanization of our customer service channels could be key to Rapidel. 

Also according to the CEO, currently the NPS of customers revolves around 91.5% and the intention of the strategy, in addition to loyalty, is to increase the margin of franchise units that do not have the cost of the marketplace. The MTG Foods network grew 125% in the first half of 2024 compared to the same period last year. The forecast by the end of the year is a turnover of 70 million. Recently the network expanded its operations to Santa Catarina (Blumenau) and Mato Grosso (Sinop), further strengthening its position in the market. 

Overall, 40% of Brazilians ask for food for applications, and 11% make one to two orders per week. But the change in consumption habits is not limited to the youngest. Both Millennials (born between 1981 and 1998) and Generation X (from 1965 to 1986), which together account for almost half of the Brazilian population (approximately 49%), have contributed significantly to the stabilization of this market, revealed Ticket, a food benefits brand, in a survey conducted in 2024.