Hellofood Brasil

Hellofood Brasil was an online and mobile food ordering marketplace. The platform, backed by German startup incubator Rocket Internet, was part of the global Hellofood/Foodpanda group, which operated in numerous countries across Asia, Europe, Latin America, and Africa. The company's service allowed consumers to browse menus from a wide range of local restaurants and place orders for delivery directly through its website or mobile apps. The platform provided restaurants with technology and analytics to increase their sales via online and mobile channels.

Launched in early 2013, Hellofood Brasil grew rapidly through a series of strategic acquisitions of its local competitors. Within months of its launch, it acquired Jánamesa in August 2013, which doubled its user base and expanded its network to over 600 restaurants in São Paulo and Rio de Janeiro. This was quickly followed by the acquisition of MegaMenu, strengthening its presence in Rio de Janeiro, and Peixe Urbano Delivery in September 2013, which grew its portfolio to over 2,000 partner restaurants across Brazil. In 2014, Hellofood Brasil acquired Entrega Delivery, further consolidating its market position, particularly in cities like Campinas and Belo Horizonte. The Brazilian operations were co-founded and led by Emerson Calegaretti and Marcelo Ferreira.

The business model focused on creating a comprehensive marketplace offering a wide variety of cuisines. For consumers, it provided a convenient and simple way to order food. For restaurant partners, it served as a channel to boost sales and access a larger customer base through its technology. In February 2016, Just Eat, a leading global digital marketplace for food delivery, acquired Hellofood's businesses in Brazil and Mexico from Rocket Internet and Foodpanda for €125 million as part of a larger four-country deal. Subsequently, in July 2016, Just Eat sold Hellofood Brazil to its Brazilian joint venture, iFood, further consolidating the Brazilian online food delivery market under the iFood brand.

Keywords: food delivery, online food ordering, restaurant marketplace, mobile ordering, Hellofood, Foodpanda, Rocket Internet, iFood, Just Eat, Brazilian market, Emerson Calegaretti, Marcelo Ferreira, Jánamesa, MegaMenu, Peixe Urbano Delivery, Entrega Delivery, food delivery acquisition, e-commerce, takeaway service, online marketplace, restaurant technology