BUSINESS

Brazil Court Blocks Didi’s 99Food From Enforcing Exclusive Deals Against Rival Meituan

Published: Oct. 24, 2025 3:14 a.m. GMT+8

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Delivery workers for Keeta in Hong Kong on March 17, 2025. Photo: Bloomberg

A São Paulo court has ruled that 99Food, the food delivery unit of Chinese ride-hailing giant Didi Global Inc., violated Brazil’s competition law by signing exclusive agreements with restaurants to block rival Keeta, Meituan’s overseas food delivery brand.

The Oct. 20 ruling bars 99Food from enforcing contract terms that prevent restaurants from partnering with Keeta. The court found such clauses discriminatory and in breach of constitutional principles of free competition and equal treatment.

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A São Paulo court ruled 99Food violated Brazil’s competition law by using exclusive restaurant deals to block rival Keeta, ordering an end to such clauses with a 100,000 reais fine per violation.
Keeta accused 99Food of spending 900 million reais on exclusivity; countersuits allege misleading advertising and trademark infringement.
99Food and Keeta are rapidly expanding in Brazil, with significant investments and planned launches through 2026.

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Who’s Who

Didi Global Inc.: Didi Global Inc. is a Chinese ride-hailing giant. Its food delivery unit, 99Food, is currently involved in legal battles in Brazil. A São Paulo court ruled that 99Food violated competition law through exclusive agreements. Didi acquired 99 in 2018 and launched 99Food in 2019, which resumed operations in April 2025 and plans significant expansion across Brazil.

Keeta: Keeta is Meituan's overseas food delivery brand, launched in Hong Kong in May 2023 and later expanded to Saudi Arabia. It is set to officially launch in Brazil by the end of October 2025, supported by a $1 billion investment plan from Meituan. Keeta has initiated legal action against 99Food in Brazil over alleged anti-competitive practices.

Meituan: Meituan is a Chinese tech giant and the parent company of Keeta, an international food delivery brand. Meituan has invested $1 billion over five years to launch Keeta in Brazil, slated for official launch by the end of October. Meituan is currently embroiled in legal disputes with Didi's 99Food in Brazil, including accusations of misleading advertising and trademark infringement.

Rappi: Rappi is a Latin American rival to Keeta and 99Food. Documents in a lawsuit revealed that 99Food offered cash bonuses to merchants in exchange for not partnering with Keeta or its affiliates, nor with Rappi.

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What Happened When

2012：: 99 was founded.

2018：: 99 was acquired by Didi.

2019：: 99 launched food delivery under the 99Food brand.

May 2023：: Keeta debuted in Hong Kong.

2023：: 99Food service was suspended.

April 2025：: 99Food service was relaunched.

May 2025：: Meituan announced a $1 billion investment plan over five years to support Keeta's entry into Brazil.

June 2025：: 99Food began operating in Goiânia.

August 2025：: 99Food expanded to São Paulo.

August 2025：: Keeta filed the lawsuit against 99Food for competition law violation.

Aug. 11, 2025：: A São Paulo court issued an injunction ordering 99Food to stop misleading advertising related to Google keywords for 'Keeta' within three days.

Aug. 19, 2025：: 99Food filed a countersuit against Meituan alleging trademark infringement and unfair competition.

Oct. 14, 2025：: 99Food began trial service in Rio de Janeiro.

Oct. 20, 2025：: A São Paulo court ruled that 99Food violated competition law and issued an injunction barring exclusivity enforcement against Keeta.

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