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IFOOD EXPERIENCE
Cash Management (POS) for SME Restaurants
Launching an MVP at iFood
At iFood, I developed and delivered a point-of-sale (POS) product from scratch in just three months, fully functional and ready for testing. The project’s primary goal was to increase restaurant retention by creating an efficient and user-friendly solution. The rapid delivery and implementation of this product led to its projection for launch across Latin America, reinforcing a commitment to innovation and results in restaurant management.
About the product
iFood’s POS system is an integrated platform that streamlines restaurant management, automating processes such as orders, inventory, and finances. With this system, restaurant owners gain full control over their operations, improving efficiency and enhancing the customer experience for both dine-in and delivery services.
Main challenges
The biggest challenge at iFood was time constraints. We had to leverage eComanda’s backend and develop an MVP for the POS that addressed restaurants' key needs within a highly compressed timeline.
This required conducting discovery, research, and defining the MVP scope while maintaining focus on the company’s OKR, which involved transitioning order processing within the platform and improving restaurant retention.
Many restaurants were churning because they didn’t perceive enough value in iFood or considered commission fees too high. Therefore, the product needed to quickly resolve these pain points, delivering clear value and efficiency in order processing.
Main features developed
POS Order Management
Marketplace Order Management
Inventory Management
Payment Integration
Customer Management
Reports & Analytics
Employee Management
Printer Integration
Invoice Management
Digital Menu
Delivery System
+60M de pedidos/mês.
About the company
About the company:
iFood is the largest foodtech in Latin America, focused on revolutionizing the food industry with convenience. The company processes millions of orders monthly and
faces growth challenges alongside its partners—delivery drivers, restaurants, and customers—with the support of Movile and Just Eat.
Year of operation:
January 2019 to April 2020
Business model
B2B and B2C Marketplace
Company size
5,001 – 10,000 employees
Operating location
Osasco, SP, Brazil
Access to company networks:
Case Study
In this case study, I present one of the product initiatives I led at iFood, focused on testing restaurant interest in the POS (Point of Sale) solution. The main goal of the project was to validate which audience would be more likely to adopt and engage with the POS, distinguishing between existing customers (who received the free offer) and new users (open market), who saw the paid offer.
Problems
iFood faces challenges in increasing POS adoption among existing customers, who are detractors and do not perceive enough value in the platform to justify an investment. Additionally, it remains uncertain whether the open market—restaurants not yet part of the iFood ecosystem—would be willing to pay for the POS solution without first experiencing the platform. This creates a dual challenge: reversing dissatisfaction among existing customers and validating the willingness of new customers to pay for the solution.
Delivery
We conducted an A/B test by offering the POS for free to existing customers through a modal in the service showcase within the partner portal. Simultaneously, we created a landing page for the open market, highlighting the monthly price of the POS. This approach allowed us to understand whether external audiences were willing to pay for the service and whether offering it for free could change the perception of existing customers, validating the best adoption and engagement strategy for each group.
Hypothesis
We conducted an A/B test with two distinct audiences:
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Open market: We built a landing page (LP) for new customers, highlighting the benefits of the POS with clear monthly pricing, aiming to validate their willingness to pay for the solution after learning about it.
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Existing customers: We offered the POS for free for a limited time to test whether, despite being detractors, they would perceive value in the solution and engage with it when cost was not a barrier.
This experiment aimed to determine:
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Whether the open market audience would be willing to pay for the POS solution after the trial period.
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Whether existing customers, with free access, would perceive value in the POS, increasing engagement and improving retention.
Result
After the A/B test, data showed that the open market had a 12% conversion rate from the landing page, while existing customers demonstrated a 25% increase in engagement with the free POS.
Use of tools and frameworks
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Hotjar:
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mplementation of Hotjar to conduct NPS satisfaction surveys.
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Use of session recording and mapping of user interactions within the product.
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Amplitude
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Implementation of Amplitude to analyze user behavior within the product, providing detailed insights into engagement and the customer journey, focusing on optimizing retention and conversion.
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Metabase
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Configuration of Metabase to create dynamic dashboards and enable self-service data analysis, allowing non-technical teams to generate insights without the need for complex SQL queries.
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Infographics
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Configuration of infographics to create dynamic and impactful visual representations, facilitating the communication of data and insights.
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