Data Analysis | Business Diversification

THE OBJECTIVE

iFood is the leading food delivery service in Brazil, holding a dominant market share in the industry. Analyze customer data and conduct secondary market research to identify business development opportunities.

Over 70% of iFood's users were parents, the platform's dominant segment. They were also its worst spenders, with lower transaction counts and lower category spend across every major product line. iFood had earned trust with Brazilian families but wasn't capturing their full spending potential.

THE FINDING

THE OPPORTUNITY

Brazil's National School Feeding Program (PNAE) requires public schools to source 30% of food locally, a mandate most schools struggle to meet due to procurement constraints. Private schools, serving the same health-conscious families already on the platform, needed structured meal options. The school market was where iFood's parent trust had commercial potential.

THE STRATEGY

A B2B school subscription program with two tracks: locally sourced ingredient kits for public schools built around PNAE compliance, and customizable meal kits for private schools aligned with health-conscious preferences. One product concept, two value propositions, built on infrastructure iFood already owned.