The messaging app WhatsApp is gaining increasing 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 food service sector throughout the country, more than a quarter (26%) of the 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, present in 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 apps or websites.
When analyzing revenue distribution by channel, marketplaces continue to lead, representing 54% of delivery sales, followed by WhatsApp (26%), own apps/websites (12%), and phone 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 service. By 2025, 38% of establishments already use some level of automation in orders received through the messaging app.
Among those adopting technological solutions, 21% opt for a hybrid model, combining chatbots with human assistance, while 17% operate exclusively with artificial intelligence, automating the entire order process.
Delivery presents adjustment after boom in pandemic
The Abrasel research also revealed a slight decrease in the percentage of establishments operating with delivery. Between 2022 and 2025, there was a drop from 78% to 71% in the number of bars and restaurants offering the service.
Among the reasons pointed out by entrepreneurs who do not work with deliveries, the lack of financial viability leads with 32% of mentions, followed by 30% who claim to be evaluating the possibility. Structural problems, such as lack of space to reconcile salon and delivery operations, were cited by 27% of respondents. 24% state that they do not have their own delivery structure and prefer not to hire third-party services.
The participation 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 sanitary restrictions. In 2022, this percentage dropped to 32% and by 2025, it registers 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 salon, 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 because it gives establishments more control,” evaluates Paulo Solmucci, executive president of Abrasel.
Various 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, 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 personnel but resort to third-party delivery drivers during peak hours. Others do not have the structure to hire delivery personnel, so they turn to 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 their sales.
