Delivering results for one of South America’s biggest takeaway food platforms

The Story

Founded in 2011 in São Paulo, iFood is one of the largest online platforms for food delivery in South America. It connects hungry customers with their favorite restaurants via its website and mobile app, making food delivery quicker, easier and more enjoyable for thousands of people.

Available on:iOS, Android

The Goal

iFood wanted to make it easier for people to authenticate on its platform and at the same time verify the phone numbers of its existing customers. The integration of both Facebook Login and Account Kit allowed iFood to provide its customers with multiple login options and collect accurate customer information. In turn, the team was able to increase the number of successful deliveries and reduce the amount of password recall requests.

The Solution

Seamless authentication with Account Kit

iFood customers tend to order two to three times per month, and infrequent use can make remembering registration details quite difficult; in fact, iFood was receiving numerous account recovery attempts every day until they implemented Account Kit. The company was able to provide customers with an alternate seamless, passwordless way to authenticate using their phone number. Implementing Account Kit allowed them to improve their operations process through a decrease in password recovery requests. Validated phone numbers provided the company's customer service team with a channel to communicate with customers, and as a result they saw a 30% lift in successful order deliveries among those that needed attention.

Account Kit proved to be very strategic for iFood on many fronts, and working in partnership with Facebook on building this product has set a new standard on what partnership means for us.

Gabriel Pinto, Founder, iFood

Deeper connections with Facebook Login

iFood team also uses Facebook Login as a registration option to leverage customers' familiarity with the Facebook brand as evidenced by the 38% of people that use Facebook Login. The team also leveraged Facebook Login to better understand the preferences of people who use its platform. They were able to build a deeper connection with their customers and personalize the app results according to their likes, location and hometown.

Places Graph helps plan for the future

Thinking ahead, iFood turned to Places Graph to aid the process of identifying potential partner restaurants. The information gathered by the Places Graph gives iFood insight into specific restaurants and their estimated size, popularity and capability. By combining this data with its own research, iFood can draft detailed lists of vendors to contact as it looks to expand into new regions. What’s more, access to this database has engaged customers; iFood has seen a 50% increase in people suggesting restaurants to add to iFood’s platform.

Analytics is key to understanding a customer's journey

iFood used detailed behavioral reporting gathered by Facebook Analytics to gain precise insights into the customer's journey. Omni-channel analytics in particular helped iFood to understand how and when people interacted with them across various channels, and how how customer behavior differed across devices and channels. Coupled with rich audience insights, iFood was able to tailor their marketing strategy to optimize their campaigns. For example, iFood discovered that most lunch orders arrived via the website, and that mobile users between ages 24-35 were more likely to reorder. They were subsequently able to cater their ad campaign to reach customers in the latter group outside of the lunch time frame and improve quality acquisitions.

The Results


of people sign up via Account Kit or Facebook Login


growth in overall account creation conversion rates compared to using email and password


more successful deliveries for orders with customer service support after integrating Account Kit


increase in restaurant suggestions since integrating Places Graph