CLIENT
iFood
AGENCY
InPress Porter Novelli
CHALLENGE
With an increase in negative incidents involving our delivery drivers, particularly in Rio de Janeiro, we needed to develop an action plan to mitigate past effects and reduce future occurrences. Additionally, it was essential to provide a clear and effective response to our stakeholders, ensuring operational integrity.
INSIGHT
To ensure respect and safety for everyone, iFood had to communicate with clarity and compassion. In a rapidly evolving world where delivery apps have become part of daily life, challenges also grow and demand prompt, effective responses. The goal was to proactively safeguard all stakeholders' safety and maintain high service standards.
SOLUTION
A tactical plan was developed with targeted messages for three key audiences:
// Press/Opinion Leaders
We communicated that there is a dedicated team for incident investigation. If conduct outside the Terms and Conditions is confirmed, the customer will be removed from the platform. iFood maintains a strict zero-tolerance policy for offensive or aggressive behavior.
// Delivery Drivers
Drivers are not required to enter customers' apartments. Customers are advised to meet drivers at the door. iFood also upholds a zero-tolerance policy for any form of aggression or discrimination.
// Consumers
If no mobility issues are present, drivers will deliver to the designated pickup point. Offensive or discriminatory behavior will result in removal from the platform.