Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗iFood · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
iFood is less of a delivery app and more of a psychological experiment. You open it intending to order a R$25 hamburger, spend 40 minutes comparing coupons, minimum-order requirements, delivery fees, service fees, and mysterious “fees for having fees,” then somehow pay R$63. The estimated delivery time says 25 minutes, which apparently means anything between 15 minutes and the Second Coming of Christ. Still, the food usually arrives, the driver is invariably a hero navigating São Paulo traffic, and I will absolutely use the app again tomorrow. Five stars for convenience; three stars for mathematics; ten stars for the motoboys.
Very disappointed with the lack of accountability of iFood with the service provided. Not the first time it happens. Yesterday, I ordered pizza and the delivery time was between 30-35 minutes. The order was delayed by more than one hour. I tried to contact the restaurant several times and no luck. The phone number didn’t work… it didn’t exist. In my view, iFood should be hold accountable for the information available and make it’s accurate. I had to drive to the store to pick up the order as I couldn’t reach them. When I made to the store, they arrived at my house. Besides that, I have had several issues with payment. Although Apple Pay, credit card and some other options available, none of them worked and no clear message indicating what I should do to overcome that. Fair enough, I had to workaround myself, as I’m hopeless about iFood.
When user tries to review the last order, there is this question "was the delivery made in time?" (loose translation from Portuguese). My question is, how am I supposed to track that? Shouldn't the app track this on my behalf? I use the app the following day or so, how am I supposed to remember this...? Another candidate for improvement is the feature that alerts user about the mismatch between delivery point and user location. The alert should be displayed when the user is about to proceed to checkout, not when she is picking the items. The way it is implemented now, it is disruptive and useless, because the user is forced to dismiss it to continue selecting the items and later on, by the time she is proceeding to checkout and entering the credit card pin, most likely the address issue will have been forgotten.
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