Delivery in Summer: More Rational Choices

After the holidays, delivery orders center on convenience, complete meals and value for money, reflecting the gradual return to routine

The start of the year calls for closer attention from bars and restaurants that operate delivery. After weeks marked by celebrations, high spending and more indulgent menus, customers start making more practical choices, influenced by vacations, the heat and the reorganization of their routine. The result shows up in more strategic orders, both in size and in the type of meal.

Despite this shift in consumer behavior, the sector remains optimistic. A survey by Abrasel shows that 69% of establishments expect higher revenue in the first quarter of 2026 compared with the same period in 2025. Compared with the last quarter of last year, 56% also project growth. That confidence is backed by companies' recent performance, driven by end-of-year celebrations and the payment of the 13th-month salary, in a scenario of lower unemployment in the country.

In day-to-day operations, though, delivery at the start of the year reveals important nuances. In Curitiba, Hemerson Matos, owner of Sabor na Brasa, has noticed a drop in order values. “We see a dip in the average ticket at this time of year. We believe it happens because many families are on vacation. Delivery becomes an option for those who stay home, with smaller, convenient, quick orders, usually more individual,” he explains.

According to him, the format fits this moment in consumer behavior well. “Delivery ends up being a great value-for-money option, because the cost is concentrated in the product, not in the full experience, like parking or physical infrastructure,” he says.

Complete meals remain relevant in delivery

In Araraquara, the Terraço restaurant e Churrascaria has noticed behavior that reinforces the importance of structured meals, even outside the dining room. Nathalia Catto, the venue's administrative director, points out that iFood data show a clear lead for boxed meals and barbecue-based combos at the start of the year.

“The Marmitex Média Churrasco is the best-selling item, followed by combos and individual versions. That shows a customer looking for complete, generously served meals with the protein front and center. Even with delivery, they want the feeling of a main meal,” she says.

For her, this pattern is directly tied to the return to routine. “Customers prefer to settle lunch with a single, convenient, reliable choice. Delivery takes on the role of replacing the lunch made at home or at work, with a focus on value for money,” she assesses.

At Sabor na Brasa, Hemerson also sees this trend, but with an adaptation to the post-holiday period. “There is indeed greater demand for lighter dishes that come with salads. They're cheaper, healthier options, showing the start of a diet after the end of the year,” he comments.

Summer influences the menu and peak hours

The typical summer heat directly affects what reaches consumers' homes via delivery. In Curitiba, Hemerson notes that choices change with the temperature. “The heat has a big influence. Char-grilled white meat dishes are the most ordered at this time of year,” he says.

At Terraço, the logic is similar. Nathalia explains that even with barbecue in the spotlight, customers avoid excess. “In the summer, complete but balanced meals gain ground. Consumers want convenience and satiety, without overly heavy dishes,” she says.

Another relevant data point for operators is the concentration of orders. “At the start of the year, weekday orders are bigger. Delivery works well for small office get-togethers, when time and traffic get in the way. Lunchtime is by far the strongest,” Hemerson reports.

For Nathalia, this behavior reinforces the functional role of delivery. “Customers open the menu, recognize the top dishes and make safe choices. The variety is there, but the focus is on comfort and trust,” she sums up.

For bars and restaurants, the start of the year shows that delivery remains strategic, as long as it's aligned with where the consumer is. Adjusting portions, doubling down on complete meals, offering lighter options and clearly communicating the value delivered can be decisive in keeping performance positive during a transitional period in consumption.