The boost of the delivery system in Brazil in 2020 raised many questions from small to large retailers, from online to street commerce. According to Abresel, 90% of establishments adopted delivery during the pandemic. Since then, Brazil has become responsible for nearly half (48.77%) of the orders in Latin America (Statista). However, the MTG Foods network, which became the largest in Japanese food for delivery and takeout in the South with 54 operations, has been noticing a different trend, in which it has been investing: the humanization of delivery. "The delivery format is what drives our existence. There are over 50,000 orders 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 service," says Raphael Koyama, CEO of the MTG Foods group, which includes the brands Matsuri, Matsuri To Go, and Mok The Poke.
Delivery services via apps and online platforms stood out for the convenience and speed they offer to consumers. According to the National Confederation of Shop Managers (CNDL) and SPC Brasil, 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 reached 87.2% of the population in 2022 according to the IBGE Census, this consumption habit has become established, 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 are more senior. Many brands invest only in technology but 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 WhatsApp messages, the network created a customer service department that grew by 50% in 2024, currently consisting of 13 agents dedicated to complementing orders in a personalized and human manner. "The goal is truly to be human. Our team is guided to understand the clients' needs in depth, ensuring that each interaction is unique and efficient. Unlike the traditional franchise market, we decided to concentrate this service at the franchisor level, at no cost to the franchisee, and to embrace the complexity of providing excellent service," says Koyama. About 25% of the network's orders are placed through its own channels, with some stores reaching 40%.
According to the research conducted in 2023 by Hibou, a market research and insights company, the pursuit of human service is an undeniable priority for a large portion of consumers. Even with advanced technologies, 56% of participants would maintain their intention to use them unchanged, 12% would feel less willing to use them, and only 31% would be inclined to use them."Nowadays, it is essential for companies to balance their customer service. In a scenario where many people get frustrated by not being able to speak with a human representative, we realize that humanizing our service channels could be the key to retaining our customers," explains Raphael Koyama.
According to the CEO, the current NPS of customers is around 91.5%, and the strategy's goal, in addition to customer loyalty, is to increase the profit margin of franchise units that do not have the marketplace cost. The MTG Foods network grew by 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 across Brazil.
Overall, 40% of Brazilians order food through apps, and 11% make one or two orders per week. But the change in consumption habits is not limited to the younger ones. Both Millennials (born between 1981 and 1998) and Generation X (from 1965 to 1986), who together make up nearly half of the Brazilian population (approximately 49%), have been contributing significantly to the stabilization of this market, revealed Ticket, a food benefits brand, in a survey conducted in 2024.
