The Impulso Podcast E121: 99food vs. Keeta, Quem vai ganhar?
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Jun 16, 2025 Didi is launching its food delivery service, 99Food, in Goiânia to avoid the intense competition in São Paulo. The hosts explore whether Meituan’s entry into Brazil pushed Didi to accelerate its plans. Lessons from Didi's previous attempt in 2019 reveal how past mistakes influenced their current strategy. The discussion also revisits the 2017 battle in China and the tactics used in that subsidy war. With iFood dominating the Brazilian market, challengers must navigate its stronghold as new entrants like Didi and Meituan aim to capture market share.
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Start Small To Validate Fast
- Didi launched 99Food in Goiânia as a controlled test market before scaling to larger cities like São Paulo.
- Testing in a mid-sized city lets them validate product and ops with more control before fast expansion.
2019 Relaunch Stalled By COVID
- Didi previously launched food delivery in Brazil in 2019 but lacked resources and infrastructure when COVID hit.
- That early effort failed to capture the surge because operations weren't ready for rapid demand increases.
Fleet And Local Execs Boost Readiness
- Today Didi has a large existing mobility fleet and experienced Latin America executives to repurpose for food delivery.
- That mix gives Didi operational readiness and local knowledge compared with a fresh entrant.