iFood CEO’s dream, the end of homemade food would be the death of food culture – 02/18/2024 – Cozinha Bruta

Fabricio Bloisi, CEO of iFood, has a dream: that in five or ten years, no one will want to cook at home anymore.

This is because, in his view, ordering food (through which app, again?) will cost the same as buying the ingredients at the market.

He knows that won’t happen. He used megalomaniac rhetoric to overvalue the company he represents. And presumably he works to get closer to the scenario he described.

Later, with the terrible repercussion of the interview published in SheetFabricio issued a note saying that the title of the article caused a misunderstanding.

What would happen if everyone removed the stove at home to order iFood for lunch and dinner?

It would be catastrophic.

In the first years, everything would go as planned by the gentlemen. Bloisi. Meal delivery was booming. Demand would increase the number of restaurants.

At a later stage, most of these restaurants would go bankrupt because: 1) a restaurant does not live on delivery alone, but that is the only demand that would grow and; 2) as everyone in the sector is unaware, iFood’s business model preys on partners’ already scarce profit margins.

Dark kitchens, which have much lower operating costs than restaurants, would survive. We would already have a devastated scenario, almost a restaurant apocalypse.

But it gets worse.

In the long term, who would cook for these deliveries? Who would these people learn to cook from?

The CEO of iFood compares the job of cooking to that of sewing (“just like we no longer produce clothes at home”). It’s an unreasonable analogy.

Sewing has always been a much more specialized job than cooking. In all times and in all cultures, a small group of people made the majority’s clothes.

Cooking is so linked to survival that anyone can learn and do it when the need calls.

Without this need, who would risk soggy rice in the middle of the night? Without a cooking culture in your own family, what would awaken the vocation of the workers in the iFood empire?

Cooking, before being a job, is culture. Killing home cooking is killing culture. I don’t think anyone wants that, not even you. iFood.

Because his business would also be seriously injured. “Quality, healthy” food would become bad, unhealthy.

What would be left? Industrial food, based on spreadsheets, standardized processes and ingredients.

iFood, although injured, could even come out of this alive. After all, one of their businesses is delivering grocery shopping.

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