The Customer
iFood: Brazil’s food delivery leader
iFood is the leader in the Brazilian food delivery market, processing more than 180 million orders every month across 1,200+ cities. The iFood para Entregadores app is the logistical backbone of that operation – the gateway for hundreds of thousands of independent couriers who power the country’s largest delivery ecosystem.
The Challenge
iFood set out to scale courier acquisition with truly incremental, high-intent users.
Having already secured a relevant user base, the next phase of growth focused on proving that paid user acquisition was driving net-new registrations, ensuring it kept pace with an order volume that has surged from 100 million to 180 million per month in just two years.
Objectives:
- Scale acquisition of new courier partners
- Prioritise First Delivery over install volume
- Drive incremental growth beyond Big Tech channels
- Maintain a strict CPA threshold at scale
- Build a pipeline of users that mature between Day 30 and Day 60
The Solution
AVOW provided a gateway to fraud-proof OEM inventory and a CPA-led performance model.
Direct partnerships with Xiaomi placed iFood ads inside the device’s native UI and GetApps store – bypassing the layers where fraud typically occurs and reaching high-intent audiences unavailable through social or search.
The strategy mix:
★ Fraud-proof OEM inventory: On-device placements through direct Xiaomi partnerships, including GetApps and co-developed apps.
★ Strategic OEM mix: OEM-specific inventory and OEM Co-developed traffic, optimised for both reach and efficiency.
★ Geographic optimisation: Focused activation on high-demand hubs like São Paulo, where dedicated rider programs maximise efficiency.
★ CPI-to-CPA evolution: Started with CPI to establish a data baseline, then migrated to CPA – paying only for successful registrations.
The Results
iFood Drivers achieved category-leading CAC while delivering strictly incremental growth.
By April 2026, AVOW had driven cost per first delivery to its lowest level ever in São Paulo, proof that OEM inventory matured into a core, always-on performance channel for iFood.
Key Results:
- 38% PoP conversion rate increase
- 33% PoP First Delivery growth
- -46% cost per first trip, -25% CPI
38%
PoP conversion rate growth
33%
PoP first delivery growth
-46%
Cost per first trip
-22%
CAC reduction
The Feedback
“AVOW brought our cost per first delivery down to its lowest level ever while scaling volume, on the KPI that matters most to us. Mobile OEM advertising is now a core pillar of how we scale, and a channel every gig economy app should be looking at.“
Hernane Kremer
Growth Manager, iFood
