Meituan, China’s largest food delivery platform, confirmed its Brazilian market entry on May 11, 2025, with a five-year R$5.6 billion ($1.1 billion) investment plan.
CEO Wang Xing announced the move alongside Brazilian President Luiz Inácio Lula da Silva at a Beijing ceremony, signaling a direct challenge to iFood’s 80% dominance in Brazil’s $12 billion food delivery sector.
The company will operate under its international brand Keeta, replicating its Asian superapp model integrating food delivery, hotel bookings, and financial services. Meituan’s 2024 revenue reached $46.6 billion, dwarfing iFood’s $5.5 billion gross merchandise value.
Its global daily order volume of 82 million starkly contrasts with iFood’s 2.5 million Brazilian daily orders. To undercut competitors, Meituan offers restaurants commission rates of 10-20%-up to 15% lower than iFood’s average 25%-while subsidizing customer delivery fees.
Brazil’s logistics landscape poses hurdles. Cash transactions account for 25% of payments, and customer acquisition costs run 40% higher than in China.
Meituan plans to recruit 50,000 delivery riders within 12 months, offering productivity bonuses modeled on its Shenzhen operations where couriers earn 20% more during peak times.
Meituan’s $1.1B Brazil Entry Shakes Up Food Delivery Market
The company established a São Paulo headquarters in Vila Olímpia and partnered with digital banks to streamline PIX payments. Competitors scramble to respond.
Colombian platform Rappi pledged R$1.4 billion over three years, focusing on restaurant expansion, while Didi-owned 99Food eliminated restaurant commissions entirely.
iFood retains 35,000 riders but faces pressure to match Meituan’s financial firepower. Analysts predict Meituan could capture 15% of Brazil’s market by 2026, potentially creating 15,000 jobs.
The investment risks mirror DiDi’s failed 2019 Brazilian food delivery venture, which collapsed under iFood’s exclusivity demands. However, Meituan’s drone delivery systems-shown to reduce Chinese logistics costs by 40%-could prove decisive.
BTG Pactual estimates the entry could force industry-wide commission cuts, benefiting Brazil’s 300,000 restaurant partners. Market watchers note Meituan’s timing aligns with Brazil’s 18% annual growth in food delivery.
Success hinges on adapting its asset-light model to local preferences while navigating complex tax regulations. As Latin America’s largest economy becomes a battleground for delivery supremacy, consumers and businesses await tangible impacts of this $1.1 billion wager.