Digital Platforms Boost Mexico’s Local Restaurants

DiDi Food is launching the Sazón de Barrio (Neighborhood Flavor) initiative to put the spotlight on small culinary entrepreneurs, improving their platform presence, and supporting their growth with essential resources. Digital food delivery platforms are driving the growth of local restaurants by providing greater visibility, fostering economic development, and supporting small entrepreneurs, says the company.

DiDi Food explains that 71% of businesses listed on its app are local SMEs, accounting for approximately 35% of the platform’s total demand. The company’s positioning strategy allows users to explore a new category on the app called Del Barrio (From the Neighborhood), which exclusively features establishments near their area. The campaign also includes exclusive promotions and co-financed offers, helping businesses reach new customers. Moreover, this initiative provides additional benefits to business owners, such as guidance, training, and digital tools to enhance their operations and expand their customer base.

Tomás Jaramillo, Head of Business Development, DiDi Food Mexico, emphasizes that supporting local restaurants enriches the culinary offerings available on the app while contributing to the economic growth of the communities where the platform operates. “At DiDi Food, we aim to enhance the experience for users, restaurants, and delivery partners, ensuring that our impact is positive and sustainable for our entire ecosystem,” he says.

In 2024, the company allocated 45% of its total restaurant investment to support this sector. That same year, the platform reported over 52,300 active local restaurants across more than 60 cities in Mexico. Among the most popular food categories are tacos, hamburgers, chicken, wings, and Asian cuisine.

The Mexican restaurant industry is predominantly composed of micro-enterprises, employing up to 10 people and accounting for 96% of food-related businesses. Restaurants represent 12.2% of all businesses in the country, generating over 2 million jobs.

Mexico has positioned itself as the second most significant country in Latin America’s food delivery market, trailing only Brazil. According to Statista, the country’s delivery market is projected to reach US$2.5 billion by the end of this year. Online food delivery users in Mexico grew from 8.7 million to 23.7 million between 2017 and 2022, marking a 172% increase. By 2026, it is estimated that there will be 33.4 million direct restaurant-to-customer deliveries and 17.1 million deliveries from platforms to customers.

Globally, the online food delivery market was valued at over US$1 trillion in 2023 and is expected to grow to US$1.92 trillion by 2029. Countries like the United States and China are leading the market, thanks to their large consumer bases and advanced delivery infrastructures.