Rappi GTM brain

Rappi connects Latin American consumers with local restaurants and retailers for on-demand delivery, while offering merchants access to its marketplace and logistics.

category

On-demand delivery marketplace

market profile

  • text: A multi-sided marketplace spans food, groceries, pharmacies and other local commerce.
  • text: Delivery competition is local: iFood, PedidosYa and DiDi Food are important rivals in different countries.

personas

  • title: Urban consumer ordering meals and groceries
    pains:
    • Needs nearby food and household essentials without separate store visits
    • Wants confidence in delivery fees, availability and timing
  • title: Restaurant owner or delivery manager
    pains:
    • Needs incremental demand beyond walk-in customers
    • Must balance platform commissions against order volume and fulfillment costs
  • title: Retail store owner
    pains:
    • Wants local online demand without building a delivery fleet
    • Needs to keep inventory and order fulfillment accurate

icp

  • text: Consumers and local merchants in the nine Latin American countries listed on the Mexican site, especially cities with active delivery coverage.
  • text: Restaurants, grocery stores, pharmacies and retailers with products suited to local delivery, from independent outlets to chains.

message pillars

  • text: Position the app as an everyday destination across categories.
  • text: Restaurants can tap a substantial established partner network.
  • text: Retailers gain customer access and immediate logistics.

objections

  • objection: Will delivery commissions erase my restaurant margins?
    response: Compare incremental order contribution after all fees and packaging against your own delivery economics before scaling.
  • objection: Can I reliably fulfill delivery orders alongside in-store demand?
    response: Start with a manageable menu and service area, then monitor preparation times and order accuracy.
  • objection: Are fees and availability worthwhile for a consumer?
    response: Compare the full checkout price and delivery estimate against the convenience of a local trip.

competitors

  • name: iFood
    why: Major restaurant delivery competitor in Brazil.
  • name: PedidosYa
    why: Competes in restaurant delivery, especially Argentina.
  • name: DiDi Food
    why: Competes in restaurant delivery in Mexico and Colombia.

influencers

  • name: Simón Borrero
    url: https://co.linkedin.com/in/simonborrero
    why: Rappi co-founder and CEO with a public profile on the company's market vision.

keywords

  • comida a domicilio
  • supermercado a domicilio
  • app delivery restaurantes
  • registrar restaurante delivery
  • entrega de farmacia
  • delivery groceries Latin America

voice

  • conversational and consumer-friendly
  • convenience-led
  • merchant opportunity focused

signals

  • text: A restaurant is adding delivery or seeking incremental local orders.
  • text: A retailer wants immediate local delivery without building its own fleet.

pricing

model: unknown

motion

hybrid

channels

  • app stores
  • SEO
  • restaurant and retail partnerships
  • Facebook
  • Instagram

confidence

medium

Founders

  • name: Simon Borrero
    title: Founder/CEO
    role: CEO
  • name: Sebastian Mejia
    title: Founder
    role: Founder
    bio: Rappi founder. Rappi is the category leader in e-commerce + delivery across Latin America. Rappi has played an essential role in the transformation of the tech ecosystem in the region. Builder at heart and investor in +100 companies.
  • name: Felipe Villamarin
    title: Founder
    role: Founder

Back to YC companies