In this episode, we dive into Didi’s launch of its food delivery service in Goiânia through its local brand 99Food — and why it did so before Meituan’s Keeta.

Tune in as we unpack:

• Didi’s decision to launch in Goiânia, a mid-sized city, over São Paulo;

• How past experience in Brazil shaped Didi’s approach;

• Will we see a repeat of the 2017–2018 Meituan vs. Didi battle;

• Whether Didi’s existing fleet and org structure give it an edge

Competition is heating up in Brazil’s food delivery scene, and it would definitely be an interesting battle to watch. 

00:00:49 – Why Didi chose to launch in Goiânia, not São Paulo?

00:01:55 – Did Meituan force Didi to accelerate its relaunch?

00:03:03 – What Didi learnt from the 2019 failure 

00:05:07 – Didi vs Meituan battle in China, 2017–2018

00:08:01 – What about iFood, the 90% incumbent?