Presenting at iFood

iFood
Super Restaurante

RoleConsultant & Team Leader
TypeConsumer Insights · B2B Strategy
ContextFGV EBAPE × iFood · November 2024
OutputResearch · UX/UI · Gamification
83k
Super Restaurants on the platform
13M
Users ordering from Super restaurants
46%
Believe the seal has little influence
61%
Put in a lot of effort to stay Super
The Challenge

The seal works for consumers.
Partners don't know it yet.

iFood is Latin America's largest food delivery platform. The Super Restaurante seal certifies the best-performing partners, yet 46% of them believe it has little influence on customer choice, while 80% of consumers actively use it to decide where to order.

Our FGV EBAPE consulting team was tasked with closing this gap.

Presenting
Research Process

15-day immersion.

01
Survey Design
Questionnaire mapping perception, motivation and pain points across 3 restaurant segments, active Super, churned and non-Super.
02
Data Collection & Analysis
Cross-segment comparison revealing where engagement breaks down and what motivates partners to maintain or abandon Super status.
03
Strategy & Prototype
Design Thinking to define strategic levers. UX/UI mockups and a gamification framework built and presented to iFood's marketing team.
Consumer Insights

The data speaks clearly.

How long did the restaurant maintain the Super seal?
% of respondents
Does the Super seal influence customers' choices?
Restaurant perception
Perceived impact on sales performance
% of respondents
Perception gap, restaurants vs. consumers
Restaurants
Consumers
Seal influences customer choice
54%
restaurants
80%
consumers
Consumers actively filter by Super
63%
consumers
Partners willing to maintain Super status
71%
restaurants
What restaurants said

They all asked for
one thing: visibility.

"
More visibility within the platform
"
More reach, it would improve our ranking in the main feed
"
More push notifications promoting Super restaurants to customers
Our Solution

Three levers to close the gap.

01, Push Notifications

Make the seal's
impact visible.

Targeted B2B push campaigns sending partners real data, how many customers filtered by Super, how many chose them because of it.

Push notification mockups
02, App Layout Optimisation

Super front
and centre.

Redesign the home screen to give Super Restaurante a dedicated, prominent slot, algorithm-boosted and always visible above the fold.

App layout optimisation mockups
03, Gamification

Turn retention into
a goal, not a burden.

A points and milestone system that rewards consistent Super performance, giving partners visible status, platform benefits and recognition as they progress. Inspired by Uber Pro and loyalty mechanics that already work at scale.

Your Super Status Gold Partner
1,240 pts
260 pts to Platinum
★
Bronze
300 pts
★
Silver
700 pts
★
Gold
1,200 pts
★
Platinum
1,500 pts
FGV EBAPE presentation day