The food delivery sector has been growing worldwide and Brazil has been following this trend vigorously. A recent survey conducted by Ticket, that interviewed almost 10 thousand people, revealed that 4 out of 10 Brazilians regularly order delivery — that is to say, 40%. Among the young people of Generation Z, aged between 15 and 28 years, this number rises to 51%. But what is the strategy of this sector to continue growing each year? It was in this context of a heated market that São Paulo hosted the Delivery Summit 2024, event held by Woovi, in partnership with WAbiz, that brought together specialists and entrepreneurs to share practices, technologies and strategies that promise to transform delivery into a sales machine
The event showcased trends and success stories for those looking to thrive in a rapidly evolving market. The agenda was marked by insights on emerging technologies, seasonal campaigns and loyalty strategies, with practical examples that showed how it is possible to win and retain customers in an increasingly competitive environment. With the support of brands like Heineken, Seara,OpenPix, Catupiry, Mr.Box and Pietro Fornos, the Delivery Summit innovated by holding the first event focused on the food delivery sector in Brazil. According to the organizer Woovi, companies that invest in innovation and customer experience will be ahead in the race for an increasingly dynamic and competitive market. According to Rafael Turk, CEO of Woovi,another point that deserves the attention of business owners in the sector is the "automation of transactions and an infrastructure that enables agility in payment processing, bringing differentials such as operational efficiency and customer satisfaction, from the moment of purchase decision to satisfaction in after-sales
Among the speakers, Rafael Abath, founder of Zapy Pizza, highlighted the role of innovation in building successful businesses. He shared his company's experience of breaking the delivery record in just 8 minutes. "Making deliveries in 40 minutes is no longer a differentiator". Who does not adapt, stays behind, Rafael stated. The shared kitchen model is one of the secrets that ensures this efficiency, allowing cost optimization and utilization of inputs for different brands
Another highlight was Valmor Friedrich, CEO of Kadalora Pizzeria, that presented its 44-year trajectory in the food sector, marked by overcoming challenges and expanding its business to 17 units. Valmor explained how he innovated by keeping his pizzeria open at times when his competitors were not operating, thus conquering new audiences. "While other pizzerias closed early, we remain open and absorb more customers, розкрив. Besides the pizzerias, Valmor diversified its business, creating an ecosystem that includes meat boutiques and cleaning products, leveraging synergies between different sectors. Your strategy not only increased revenue, but also ensured a base of loyal customers and a more robust operation
The importance of strategic marketing was widely discussed by the HS Marketing team. Based on optimized conversion funnels, the company highlighted that for every 1.000 ad views, 100 interact with the brand, 15 make purchases and five become loyal customers. The focus of 360º marketing is on reducing dependence on marketplaces such as, for example, iFood and UberEats, promoting targeted campaigns for proprietary menus and strengthening customer loyalty. For Rafael Turk, CEO of Woovi, the centralization of owned channels, besides marketplaces, allows opportunities to be explored during the journey, as analysis of purchase recurrence and application of retention mechanisms, not to mention the reduction of transfers to these channels
The use of attractive visual content, like 'foodporn', partnerships with local influencers were identified as essential for engaging the audience and converting followers into customers. HS Marketing also presented successful cases, how the 40% growth in revenue of Vila Anália, driven by community strategies, and the 50% increase in sales of the Leather Hat through urgent and personalized campaigns
Jussara Calife, Trade Marketing Director for the ON and OFF channels of the Heineken group, in turn, addressed the importance of adapting menus according to specific occasions, like barbecues and parties, to take advantage of opportunities on holidays and weekends. She emphasized that the personalization of service, allied to the use of bots and organized lists on WhatsApp, can increase operational efficiency and improve customer experience. The creation of attractive combos, designed for different occasions, is essential to stand out in such a competitive market, Jussara explained, reinforcing that solid partnerships with suppliers are also essential for success
The trends present in the food service sector include the importance of processes that provide consumers with personalized experiences through digital marketing strategies such as quality interaction, relationship management between stores and customers, agile service, in addition to the partnership with conventional marketplaces.During the consumer journey, from checkout to the purchase decision, as well as possible satisfaction with the product, brand loyalty and recommendation, it is important to facilitate processes, simplify the steps and prioritize the customer
In addition to the cases and practical insights, the Delivery Summit 2024 brought important data about the growth of the delivery market. The sector has recorded consistent increases, especially in premium segments and during seasonal dates, showing that investing in strategic campaigns and customer loyalty can ensure sustainable revenue. The event was marked by the engagement of the participants, who left with a clear plan to implement the discussed strategies and transform their businesses. As Valmor Friedrich concluded: "Thriving is about preparing people and creating a business that makes sense in the long term"
