How 99Food Increased Order Frequency & Reduced Churn
Company Introduction:
99Food is a food delivery platform operating within Brazil’s well-known 99 ecosystem, connecting users with local restaurants and delivery partners. The app focuses on affordability, speed, and neighborhood-level availability, making it a popular choice for everyday meals. By leveraging strong local partnerships, 99Food delivers a tailored experience across multiple Brazilian cities. Its deep understanding of regional dining habits positions it as a strong competitor in the on-demand food delivery space. As the platform scaled, driving repeat usage and improving campaign efficiency became a key growth focus.
The Challenge: Boosting Repeat Orders While Maximizing Regional Marketing Efficiency
While user acquisition remained strong, many customers placed only one or two orders before becoming inactive. This low order frequency limited customer lifetime value and made acquisition spend less efficient. Additionally, city-level campaigns were not optimized, causing budget to be spent in regions with weaker demand or lower conversion potential. With increasing competition in the food delivery market, user churn became a growing concern. The primary challenge was to increase repeat orders and retention while improving return on ad spend across diverse urban markets.
The Solution: Localized Campaigns and Timely Re-Engagement Strategies
99Food adopted a hyper-local growth strategy centered on geographic precision and behavioral timing. Geo-targeting was refined to prioritize high-density neighborhoods and peak meal times when users were most likely to order. Push notification reactivation campaigns were launched to re-engage users who had been inactive for more than seven days. In parallel, seasonal promotions and meal bundle offers were tested through creatives to increase perceived value and urgency. These combined efforts aligned marketing activity with real-world dining behaviors and user intent.
Results
38% Increase in Order Conversion Rate Campaigns optimized around peak meal hours and high-demand zones led to more frequent and higher-intent orders.
44% Improvement in ROAS Localized targeting and stronger offer visibility ensured ad spend was concentrated in regions delivering the highest returns.
31% Reduction in User Churn Timely reactivation messages and compelling promotions encouraged repeat usage and long-term customer loyalty.
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