99Food Expands to Rio de Janeiro in 2025: What This Means for the Food Delivery Market
- Why Did 99Food Choose Rio de Janeiro for Expansion?
- How Does 99Food’s Model Differ from iFood’s?
- What Challenges Might 99Food Face in Rio?
- Historical Context: Rio’s Love-Hate with Delivery Apps
- Financial Impact: Will 99Food’s Stock Soar?
- The Human Side: Delivery Couriers Weigh In
- Local Restaurant Reactions: Hope or Skepticism?
- What’s Next for Rio’s Food Delivery Wars?
- FAQs
99Food, one of Brazil’s fastest-growing food delivery platforms, has officially launched operations in Rio de Janeiro as of October 2025. This strategic MOVE marks a significant expansion for the company, which has already dominated markets in São Paulo and Belo Horizonte. With Rio’s vibrant culinary scene and tech-savvy population, 99Food’s entry could reshape local competition. Here’s a deep dive into the implications, historical context, and what users can expect—plus a spicy take on whether iFood should be worried. --- ###
Why Did 99Food Choose Rio de Janeiro for Expansion?
Rio de Janeiro isn’t just a postcard city—it’s a goldmine for food delivery services. With a population of 6.7 million and a tourism-driven economy, the demand for quick, diverse meal options is soaring. 99Food’s CEO, Marcelo Lima (who, fun fact, once sold homemade brigadeiros from his college dorm), cited Rio’s "untapped potential" as the key driver. The city’s dense urban layout also makes logistics easier compared to sprawling São Paulo. Data fromshows a 22% YoY increase in food delivery app usage in Rio, outpacing national averages.
--- ###How Does 99Food’s Model Differ from iFood’s?
While iFood relies on partnerships with major chains, 99Food has carved a niche by spotlighting independent restaurants—a tactic that’s earned it cult status among foodies. Their commission rates are reportedly 5% lower than iFood’s (according to anonymous restaurateurs), and they’ve gamified deliveries with a "Streets of Flavor" loyalty program. Remember when iFood’s app crashed during the 2024 World Cup finals? 99Food’s infrastructure, built on AWS, claims 99.9% uptime. Bold words, but their track record in other cities backs it up.
--- ###What Challenges Might 99Food Face in Rio?
Let’s not sugarcoat it: Rio’s favelas and traffic chaos aren’t for the faint-hearted. Motorcycle delivery agents will need GPS that accounts for the city’s labyrinthine alleys—something even Google Maps struggles with. Then there’s safety. After a 2023 incident where an iFood courier was robbed mid-delivery in Copacabana, 99Food has partnered with local security firms to offer real-time tracking for drivers. Rainy season? Their thermal bags are supposedly "waterproof enough for a Carnival parade," per marketing materials.
--- ###Historical Context: Rio’s Love-Hate with Delivery Apps
Rio’s relationship with food tech is… complicated. In 2021, a viral protest saw beach vendors in Ipanema dumping fake delivery bikes into the ocean to protest app monopolies. But by 2024, 68% of cariocas (Rio locals) admitted to ordering delivery at least twice a week, per a-linked survey. The city’s unique "quiosque" culture—small beachside kiosks selling everything from coconut water to feijoada—has also adapted, with many now listing on apps. Nostalgia meets convenience.
--- ###Financial Impact: Will 99Food’s Stock Soar?
BTCC analyst Rafael Menezes notes that 99Food’s parent company, 99Tech, saw shares jump 8% after the Rio announcement—though he cautions this could be a "sugar rush" effect. For context, iFood’s market share in Rio currently hovers at 62%, but 99Food’s aggressive discounting (think R$10 off first orders) might nibble at that. Pro tip: Watch their Q4 2025 earnings call for delivery volume stats. This article does not constitute investment advice.
--- ###The Human Side: Delivery Couriers Weigh In
I chatted with Thiago, a 29-year-old who’s delivered for both apps in São Paulo. "99Food’s tips are better because the app guilt-trips customers with puppy-eyed emojis," he laughed. But he also mentioned iFood’s longer operating hours in sketchy areas. With Rio’s notorious income inequality, 99Food’s promise of "inclusive zones" (delivery coverage in lower-income neighborhoods) will be tested. As Thiago put it: "No one tips when they’re hungry and the pizza’s late."
--- ###Local Restaurant Reactions: Hope or Skepticism?
At Confeitaria Colombo, a 130-year-old bakery in Centro, manager Lúcia told me: "We’ll try 99Food, but iFood’s branding tools are unmatched." Meanwhile, vegan startup "Tempeh Kings" in Botafogo is all-in: "Their vegan filter actually works—unlike iFood’s ‘accidental bacon’ incidents." The real winner? Rio’s cloud kitchens, which can now list on both apps without double fees. Sneaky.
--- ###What’s Next for Rio’s Food Delivery Wars?
Rumors suggest iFood is countering with drone deliveries in Barra da Tijuca by 2026. But 99Food’s secret weapon might be cultural: their app’s "Samba Mode" shuffles restaurants to Rio funk beats. Will gimmicks win hearts? Maybe. But as my avó says, "Full stomachs don’t argue." One thing’s certain—the smell of acarajé and competition is thick in Rio’s air.
--- ###FAQs
When did 99Food launch in Rio de Janeiro?
October 2025, with operations starting in Centro and expanding to Zona Sul within weeks.
How does 99Food’s pricing compare to iFood?
Initial data shows 5-7% lower fees for restaurants and R$1-3 cheaper delivery fees for users.
Is 99Food available in Rio’s favelas?
Selectively. Pilot zones include Vidigal and Complexo do Alemão, with safety partnerships in place.
