What was changed
During the pandemic Rappi’s service deteriorated: orders were misrouted, prices inaccurate and deliveries failed, leading to public complaints and regulatory fines.
In response the company laid off 6% of staff, invested heavily in its technology team and launched Rappi Turbo, a 10‑minute delivery service. By mid‑2021 the app had not suffered a similar collapse for over a year and recorded a two‑fold sales increase on Mother’s Day versus 2019.
What it achieved
Rappi restored service reliability, avoided major order failures for over a year, and achieved a two‑fold increase in Mother’s Day sales compared to 2019.
Why it worked
Pandemic‑driven demand overwhelmed Rappi’s logistics and exposed weaknesses in its tech‑heavy operating model.
Leadership responded with cost‑cutting, tech upgrades and a new ultra‑fast product to differentiate from competitors.
The Turbo launch leveraged existing logistics infrastructure while promising speed, addressing the core customer pain point.
What can be applied
Investing in core technology and focusing on rapid, reliable service can rebuild customer trust and drive growth even amid intense competition.
Aftermath
Rappi continued to face competition from iFood, JOKR and others, but maintained its user base in Colombia and expanded Turbo to other cities. The company kept investing in automation and explored new verticals such as vaccine delivery for riders.
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