99Food Sets Rio Launch as Keeta Confirms Oct. 30 Pilot, Escalating Brazil’s Delivery Battle

Overview

• 99Food plans a Rio de Janeiro debut on Oct. 14 after pilots in Goiânia and São Paulo, backed by R$2 billion in first‑year investment and a target of 100 cities by mid‑2026.
• The platform’s offer includes zero commissions and no monthly fees for restaurants, menu‑price parity for consumers, free delivery promotions, and guaranteed R$250 per day for couriers who complete 20 runs.
• Keeta, Meituan’s unit, will start a pilot on Oct. 30 in Santos and São Vicente with more than 700 restaurant brands registered and training for over 2,000 local couriers.
• Meituan pledged R$5.6 billion over five years for Keeta’s Brazil expansion, positioning to challenge iFood’s roughly 80% market share.
• Keeta accuses 99Food of using “ban” clauses to block access and Rappi sought to join the Cade case, while 99Food rejects the characterization and says any exclusivity is partial, temporary, and tied to investment.