Personalização e lucro: um estudo sobre o impacto de aplicativos próprios (white label) em restaurantes

Abstract

The article aims to analyze the financial and strategic feasibility of a restaurant adopting its own delivery system using the Refácil platform, compared to traditional marketplaces such as iFood, from the perspective of sales costs. The case study focused on "Doceria RN" (a fictitious name), located in Natal - RN. The methodology combined a literature review, basic concepts, and quantitative data analysis. A mathematical model was developed to calculate the financial break-even point that makes operating a proprietary app advantageous. The results showed that, although the volume of orders via iFood is higher, the high commission and sales costs reduce net profit compared to orders placed through Refácil. However, the best alternative is the coexistence of both sales platforms. The research concluded that combining marketplace utilization strategies with a white label delivery system, along with marketing strategies and analytical tools, can provide a robust approach to maximizing profitability and customer loyalty in delivery businesses.