The WhatsApp messaging app is increasingly gaining importance 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 dining sector 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 marketplaces and third-party 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 the distribution of revenue by channel, marketplaces remain in the lead, representing 54% of sales via delivery, followed by WhatsApp (26%), own applications/websites (12%) and telephone orders (8%).
Automation and AI gain space in digital 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 in orders received through the messaging app.
Among those who adopt technological solutions, 21% opt for a hybrid model, combining chatbots with human service, while 17% operate exclusively with artificial intelligence, automating the entire ordering process.
Delivery shows adjustment after boom in pandemic
Abrasel's research also revealed a slight decline in the percentage of establishments operating with delivery. Between 2022 and 2025, there was a 78% to 71% decrease in the number of bars and restaurants offering the service.
Among the reasons cited by entrepreneurs who do not work with deliveries, the lack of financial viability leads with 32% of mentions, followed by 30% who say they are evaluating the possibility. Structural problems, such as lack of space to reconcile salon operations and delivery, were mentioned by 27% of respondents. Already 24% claim not to have their own delivery infrastructure and prefer not to hire third-party services.
The contribution of delivery to the total revenue of the establishments also reflects this adjustment. Before the pandemic, deliveries accounted for 26% of sales, reaching a peak of 50% during health restrictions. In 2022, this percentage decreased to 32%, and in 2025, it shows a new decline, reaching 30%.
“Delivery continues to be a strategic channel for bars and restaurants, but we are seeing a rebalancing movement, with more customers choosing to go to the dining room, a natural behavior after years of pandemic and restrictions. The challenge now is to ensure that the service is sustainable for businesses. The growth of WhatsApp is natural, as it gives more control to establishments”, says Paulo Solmucci, CEO of Abrasel.
Different delivery models coexist in the sector
The research 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 that integrate marketplace and delivery. Another 30% hire specialized third-party logistics companies, and 26% rely on independent delivery drivers on demand.
“Diversification in delivery models is a function of cost and demand. Many choose to have their own delivery drivers, but use third-party delivery drivers during peak times. Others do not have the structure to hire delivery drivers, so they use freelancers,” explains Solmucci.
The scenario reveals a sector that continues to adapt to changes in consumer behavior in the post-pandemic period, seeking to balance in-person operations with delivery services, while adopting new technologies and channels to optimize its sales.
