CRMBonus is Ifood's apple of the eyes

In January 2026, the Cade (Brazil's antitrust regulator) approved iFood's acquisition of a ~20% stake in CRMBonus, a leading Brazilian tech company specializing in customer retention, cashback, and giftback solutions. This partnership enables iFood to expand its ecosystem by integrating restaurant loyalty programs with retail, offering targeted discounts to users, and utilizing data to boost sales for both restaurants and brick-and-mortar stores.

Key Aspects of the iFood-CRMBonus Partnership:

• Strategic Investment: iFood acquired a 20% stake, becoming a significant shareholder, with the transaction designed to enhance customer engagement and, in the future, potential further acquisitions or deeper integration.
• Retail & Food Integration: The partnership creates synergy between restaurant delivery and retail. A user ordering food might receive a giftback (voucher) to spend at a nearby retail store, and conversely, retail purchases could generate rewards to be used on iFood.
• Data-Driven Loyalty: CRMBonus uses AI to power its giftback solutions, allowing iFood to leverage data on consumer behavior to personalize offers, strengthening its retail media strategy.
• Impact on Partners: The collaboration is aimed at increasing sales, retention, and traffic for both restaurant partners and retail businesses within the CRMBonus network.
• Future Scope: While the initial stake is 20%, market speculation highlights the potential for deeper integration, including developing AI-powered WhatsApp tools to enhance the consumer experience.

The partnership allows iFood to move beyond just food delivery, building a comprehensive daily consumption ecosystem by bridging the gap between online food orders and physical retail, often utilizing AI for better targeting.

CRMBonus is a Brazilian marketing technology (martech) platform that uses data and artificial intelligence to help retailers attract, convert, and retain customers. Its core business model focuses on "giftback," a smart cashback system designed to drive repeat purchases by offering bonuses for future use.

Source: iFood - Institucional, Exame, CRMbonus +7

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