Brazil Orders Broader Food-Delivery Antitrust Review as Keeta Loses Appeal

The tribunal of Brazil’s Administrative Council for Economic Defense, known as Cade, denied Keeta’s appeal challenging exclusivity provisions in 99’s restaurant contracts, according to Reuters. At the same time, regulators directed officials to conduct additional inquiries into competitive practices across the delivery market.

The decision leaves 99’s disputed arrangements in place for now while extending regulatory scrutiny over a sector being reshaped by aggressive expansion from companies backed by some of the world’s largest technology investors.

Keeta is controlled by China’s Meituan, while 99 is owned by Didi Global. According to Reuters, Keeta entered Brazil in 2025 and 99 returned to food delivery that year. Their expansion is increasing competitive pressure on iFood, the country’s established market leader.

Cade’s tribunal concluded that the dispute requires a more extensive examination rather than immediate intervention. The regulator said its investigation should assess how 99’s contractual restrictions affect restaurants, including their ability to operate across multiple delivery platforms. Cade also plans to gather information directly from restaurants and examine the duration, scope, financial incentives and penalties associated with different contractual arrangements.

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The regulator’s interim head also pointed to the need to study restaurants covered by 99’s partial-exclusivity provisions and consider additional complaints involving other companies in the industry, Reuters reported.

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The broader inquiry means the regulatory battle may extend beyond the immediate dispute between Keeta and 99. Cade said the investigation should take into account changes in the competitive landscape, including Keeta’s arrival, 99’s renewed expansion and the activities of other platforms such as iFood and Rappi.

The review comes as allegations are increasingly moving in both directions among Brazil’s delivery companies. According to Reuters, iFood, which is controlled by Dutch investment group Prosus, filed a complaint with Cade in late August accusing Keeta of predatory pricing.

That intensifying legal and regulatory contest underscores the stakes in Brazil, where new entrants are spending heavily to gain restaurants, couriers and consumers in a market long associated with iFood’s dominant position.

99 defended its conduct following the Cade proceedings, telling Reuters that it remained confident its business practices were legitimate.

Keeta, meanwhile, argued that competitive barriers remain substantial. Danilo Mansano, the company’s vice president of commercial partnerships in Brazil, described the market as “closed and dysfunctional” in a statement reported by Reuters.

Source: Reuters