COLOMBIA – Brasileña iFood espera duplicar el tamaño de su operación en un año (DOMICILIOS.COM)
Nueve de cada 10 usuarios de la app iFood pagan sus domicilios en efectivo
Si bien el negocio de pedir comida a domicilio por plataformas inició hace más de 10 años con la llegada al país de Domicilios.com, la competencia en este sector empezó a dinamizarse hace cuatros años debido a la irrupción de actores destacados como Rappi, UberEats y iFood entre 2015 y 2016. Ante la variedad de oferta, se ha vuelto indispensable traer valor agregado al negocio, ya sea desde la operación en sí, o a través de novedades en el portafolio.
Uno de los casos que ganará relevancia es el de iFood, que llegará a Bogotá, y que encontró en las labores de expansión su método para adquirir mayor protagonismo en el mercado. Según comentó su country manager, Camilo Sarasti, la empresa espera duplicar el tamaño de su operación de aquí al próximo año, luego de potenciar su operación en Bogotá.
“Ya tenemos presencia en la capital y ya hay restaurantes disponibles, pero nunca se le había puesto la fuerza necesaria”, comentó el ejecutivo, que pronostica el lanzamiento de los nuevos planes para Bogotá a finales de septiembre. Entre las principales novedades, destaca la expansión en su oferta, para lo cual buscan alianzas con alrededor de 500 restaurantes en ese momento.
Actualmente, iFood es la que tiene más cobertura del territorio nacional, al tener presencia en 47 zonas de 20 departamentos (ver gráfico), superando a Domicilios.com con 36 ciudades, a Rappi con 13 y a UberEats con seis.
En cuanto a presencia internacional, Uber Eats cuenta con 13 países dentro de su nómina, seguido de Rappi con seis, Domicilios.com con cuatro e iFood con tres; específicamente, se ubica en Colombia, Brasil y México.
En el caso de Domicilios.com, hay que tener en cuenta que la empresa tomó el control de la startup española Glovo en Chile, mientras que dicha compañía hizo lo inverso en Ecuador y Perú. Ambas pertenecen a la empresa alemana Delivery Hero, presente en 40 países.
Con respecto a la entrada a varias naciones, el CEO y cofundador de Merqueo.com, Miguel McAllister, mencionó que la mayoría de estas plataformas ya está bastante expandida en distintos países, pero lo que falta es expandirse a más ciudades dentro de ellos”.
En ese orden de ideas, se refirió al caso de las ciudades pequeñas y destacó que algunas aplicaciones “no están preparadas para llegar a ellas porque no hay suficiente demanda”.
LOS CONTRASTES
CAMILO SARASTICOUNTRY MANAGER DE CABIFY
“iFood también es una app más asequible, pues tenemos muchos platos a $9.900, somos socios de los restaurantes locales y contamos con campañas de domicilios gratis”.
MIGUEL MCALLISTERCOFUNDADOR Y CEO DE MERQUEO.COM
“La expansión es clave, sobre todo en ciudades grandes como Bogotá, Medellín y Cali, que son las que generan más tráfico y tienen mayores problemáticas de ciudad”.
Al analizar el impacto de estas aplicaciones a nivel general, tanto Rappi como iFood tienen un empate si se analiza desde el total de descargas. De acuerdo con datos de Google Play, ambas cuentan con más de 10 millones de instalaciones en teléfonos Android. No obstante, Uber Eats las supera con más de 50 millones teniendo en cuenta que abarca más naciones.
Frente a la competencia con Rappi, Sarasti destacó la operación de ambas en el mercado brasileño, donde iFood se lleva 88% del market share. A su vez, resaltó que iFood hace casi 19 millones de órdenes allí, mientras que Rappi está alrededor de un millón. Sobre el crecimiento de la empresa, el ejecutivo señaló que buscan aumentar a entre una y dos millones de ordenes al mes.
La expansión va más allá de la comida
El negocio de domicilios también ha comenzado a implementar nuevos servicios que otorgan valor agregado a las empresas. Es el caso de Rappi, que además de los restaurantes ha incluido supermercados, droguerías y sectores como belleza, moda y artículos para el hogar. Al respecto, McAllister destacó que todas las plataformas están aumentando verticales y tratando de hacer más cosas, ya sea mercados, servicios o droguerías, aprovechando la operación y los usuarios que tienen”. Por su parte, iFood se mantendrá solo en la parte de comida por ahora.
Domicilios, Domicilios.com, ecommerce, iFOOD, Online, Retail
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