The boost of the delivery system in Brazil, in 2020, brought many doubts from small to large retailers, from online commerce to street commerce. According to Abresel, 90% of establishments during the pandemic adopted delivery. From then to now, Brazil became responsible for almost half (48,77%) of orders from Latin America (Statista). However, the MTG Foods network, that became the largest in Japanese food in delivery and take away in the South with 54 operations, has been noticing a different movement, in which it has invested: the humanization of delivery. "The delivery format is what drives our existence". There are more than 50 thousand requests per month. After structuring the delivery very well, we have been investing in a strategy that seems to go against the grain, but quite the opposite: humanized care, advances Raphael Koyama, CEO of the MTG Foods network, that encompasses the Matsuri brands, Matsuri To Go and Mok The Poke
Delivery services through apps and online platforms have stood out for the convenience and speed 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 internet access, which according to the IBGE Census reached 87,2% of the population in 2022, this consumption habit has consolidated, especially among the younger segment of the population. "It is precisely by looking at this data that we can understand a potential audience that often goes unnoticed: those who desire personalization or who are more senior". Many brands invest only in technology, but they leave customers helpless when they need to communicate about something specific. "More difficult than standardizing sushi is standardizing good customer service", says Koyama
To meet the demand that reaches up to 7,000 phone calls per month and 2,000 messages via WhatsApp, the network created a customer service department that grew 50% in 2024, currently reaching 13 attendants, dedicated to complementing requests in a personalized and human way. "The goal is indeed to be human". Our team is guided to understand the clients' needs in depth, ensuring that each interaction is unique and efficient. Different from the traditional franchise market, we decided to concentrate this service at the franchisor, at no cost to the franchisee, and embracing the complexity of delivering excellence, Koyama states. About 25% of the network's orders are made through its own channels, with some stores reaching 40%
According to the research conducted in 2023 by Hibou, market research and insights company, the search for human service is an undeniable priority for a large part of consumers. Even with improved technologies, 56% of participants would keep their intention to use unchanged, 12% would feel less inclined to use them and only 31% would feel inclined to use them."Nowadays it is essential for companies to balance their services". In a scenario where many people feel frustrated for not being able to talk to a human attendant, we realized that the humanization of our service channels could be the key to retaining our customers, explain Raphael Koyama.
According to the CEO again, currently the NPS of customers is around 91,5% is the intention of the strategy, beyond 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 until the end of the year is a revenue of 70 million. Recently, the network expanded its operations to Santa Catarina (Blumenau) and Mato Grosso (Sinop), further strengthening its position in the market and expanding its presence nationwide.
In general, 40% of Brazilians order food through apps, 11% make one to two orders per week. But the change in consumption habits is not limited to the younger generation. Both Millennials (born between 1981 and 1998) and Generation X (from 1965 to 1986), that together account for almost half of the Brazilian population (approximately 49%), have significantly contributed to the stabilization of this market, revealed the Ticket, food benefits brand, in a survey conducted in 2024
