Representatives from bars and restaurants in Brazil are urging the Administrative Council for Economic Defense (Cade) to intensify its intervention in the food delivery sector, citing inadequate changes in market competitiveness despite measures taken in recent years. The Brazilian Association of Bars and Restaurants (Abrasel) has requested that Cade reevaluate the exclusivity contracts between the delivery platforms and restaurants, which have become more prevalent in 2025 as a strategy to attract establishments amidst the entrance of new competitors like 99Food and Keeta into the market, challenging the dominance previously held by iFood.

The association points to a recent incident involving Keeta, the international division of China's Meituan, the world's largest delivery company, which began operations in Brazil in October 2025. Keeta's operations faced challenges as they announced delays in launching their services in Rio de Janeiro, which coincided with layoffs at their local office, raising concerns about the sustainability of new entrants in the competitive delivery market. This situation illustrates the volatile nature of the industry, as restaurants fear that without regulatory changes, they may remain at a disadvantage within their contracts with these platforms.

Overall, the calls for increased oversight by Cade reflect a broader concern among small and medium enterprises in the food industry who feel cornered by the growing power of large delivery platforms. The potential reforms could reshape the delivery ecosystem in Brazil, ensuring fairer terms for restaurants, promoting healthier competition, and ultimately benefiting consumers who rely on these services for their dining experiences.