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Uber And Ifood Make Brazil A Test Case For Super-App Power
(MENAFN- The Rio Times) Brazil's two most influential everyday apps are quietly stitching themselves into a single ecosystem.
On 17 November, iFood and Uber began integrating their platforms in Belo Horizonte, allowing customers ordering lunch to call a ride without ever leaving the food-delivery screen.
Over December and January, the feature will roll out to São Paulo, Rio de Janeiro, Brasília and other major cities, and then to every market where both operate. In parallel, the Uber app will gain an iFood tab for restaurant, grocery and pharmacy orders.
At the centre of the deal is a new joint subscription. For R$21.90 a month, users get a package that combines Clube iFood with Uber One: five R$10 coupons valid at any restaurant, free delivery on selected supermarket and pharmacy orders, extra vouchers of up to R$21.90 and daily promotions.
On the mobility side, subscribers receive 10% of each trip back in Uber credits, priority access to higher-rated drivers and two monthly 25% discounts, capped at R$5, on Uber Comfort and Black.
Uber and iFood Tie-Up Highlights Brazil's Platform Power
The scale is hard to ignore. iFood says it has around 60 million active customers and handles roughly 120 million orders a month across some 1,500 Brazilian cities.
Uber reports about 30 million active users, 1.4 million drivers and couriers and more than 11 billion trips since entering the country. Yet only about half of their customers use both services regularly, leaving huge room for cross-selling inside just two apps.
Belo Horizonte was picked as the pilot because it is a stronghold for both companies and, just days earlier, rival 99Food relaunched there.
China's Meituan is also arriving with its Keeta brand and a promised R$5.6 billion investment over five years, intensifying competition.
Business analysts see the Uber–iFood tie-up as a pre-emptive move to keep users and data close before newcomers gain ground. For consumers, the result is obvious convenience.
For markets and policymakers, the question is how to preserve competition and healthy work incentives in a landscape where daily life in Brazilian cities increasingly depends on the choices of a handful of powerful platforms.
On 17 November, iFood and Uber began integrating their platforms in Belo Horizonte, allowing customers ordering lunch to call a ride without ever leaving the food-delivery screen.
Over December and January, the feature will roll out to São Paulo, Rio de Janeiro, Brasília and other major cities, and then to every market where both operate. In parallel, the Uber app will gain an iFood tab for restaurant, grocery and pharmacy orders.
At the centre of the deal is a new joint subscription. For R$21.90 a month, users get a package that combines Clube iFood with Uber One: five R$10 coupons valid at any restaurant, free delivery on selected supermarket and pharmacy orders, extra vouchers of up to R$21.90 and daily promotions.
On the mobility side, subscribers receive 10% of each trip back in Uber credits, priority access to higher-rated drivers and two monthly 25% discounts, capped at R$5, on Uber Comfort and Black.
Uber and iFood Tie-Up Highlights Brazil's Platform Power
The scale is hard to ignore. iFood says it has around 60 million active customers and handles roughly 120 million orders a month across some 1,500 Brazilian cities.
Uber reports about 30 million active users, 1.4 million drivers and couriers and more than 11 billion trips since entering the country. Yet only about half of their customers use both services regularly, leaving huge room for cross-selling inside just two apps.
Belo Horizonte was picked as the pilot because it is a stronghold for both companies and, just days earlier, rival 99Food relaunched there.
China's Meituan is also arriving with its Keeta brand and a promised R$5.6 billion investment over five years, intensifying competition.
Business analysts see the Uber–iFood tie-up as a pre-emptive move to keep users and data close before newcomers gain ground. For consumers, the result is obvious convenience.
For markets and policymakers, the question is how to preserve competition and healthy work incentives in a landscape where daily life in Brazilian cities increasingly depends on the choices of a handful of powerful platforms.
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