The preparation of companies for the Tax Reform, the strengthening of digital presence and the prospects for the delivery market were among the topics discussed during the 38th Abrasel National Congress, held this Tuesday (17), in Brasília. Experts, company representatives and sector leaders shared analyses on the challenges and opportunities that should shape the future of eating out.
Throughout the program, the panels provided practical guidance for entrepreneurs on adapting to new tax rules, using technology to attract consumers, and the impacts of increased competition in the delivery sector. The discussions reinforced that planning, digitalization, and strategic management will be decisive factors for business competitiveness in the coming years.
Tax reform requires immediate planning
The panel “The Implications of Tax Reform and Why You Should Prepare Your Company Immediately” brought together Darlan Barbosa, president of the Regional Accounting Council of the Federal District; Anderson Cardoso, founding partner of Souto Corrêa Advogados; and was moderated by Luiz Henrique do Amaral, lawyer and legal consultant for Abrasel.
Participants highlighted that the Tax Reform represents a structural transformation in the way consumption is taxed and will require changes in the management of establishments. According to Anderson Cardoso, the sector achieved a 40% reduction in taxation, but this benefit will depend on the correct segregation of revenues. He stated that items such as tips, platform fees, and other values must be correctly identified on invoices to ensure proper classification.
During the debate, Luiz Henrique do Amaral emphasized that adapting to the reform requires a strategic vision of the business, from the correct registration of products to the review of relationships with suppliers. Anderson also warned that the lack of segregation could result in all revenue being taxed at the general rate, without access to the benefit foreseen for the sector.
According to Darlan Barbosa, preparations must begin immediately. He explained that the reform expands the level of computerization and tracking of operations, making organized management of tax information indispensable. "It's necessary to look at our reality and organize our business. It's not just bureaucracy, but strategy," he stated.
Experts also recommended that business owners conduct a company diagnosis, review contracts, cost structure, menu, and internal processes, in addition to maintaining close monitoring by accounting professionals specializing in the segment.
Artificial intelligence expands opportunities to attract consumers
The transformation of consumer behavior on the internet was the theme of the panels “Vision of the Future: Online Search”, with Roberta Rios, Government Relations and Public Policy Manager at Google, and “Vision of the Future: Menus and Offers”, presented by Fernando Santos, Technological Development Leader at Abrasel.
Roberta Rios demonstrated how artificial intelligence has changed the way people search for establishments and meals. According to her, more detailed searches have grown by more than 150%, while more than 15% of daily searches had never been done before, highlighting AI's ability to understand increasingly specific user intentions.
The executive highlighted that more than half of restaurant searches are for immediate consumption, making a company's Google profile one of the main channels for attracting customers. According to her, keeping information such as address, opening hours, menu, and photos always up-to-date increases the chances of the establishment being found and chosen by consumers.
Data presented by Roberta during the panel shows that businesses with photos receive 35% more clicks and 42% more orders originating from Google Maps. Furthermore, 84% of consumers consult the online menu before visiting, and 82% say that the appearance of the dish influences their choice.
Next, Fernando Santos presented initiatives aimed at digitizing bars and restaurants through the Abrasel Connection. He explained that the tool allows establishments to update their company profile on Google in a simplified way, including via WhatsApp, increasing their visibility in searches and facilitating consumer access to business information.
For Fernando, the main issue becomes ensuring that the establishment is present and has up-to-date information at the moment the consumer searches. "The restaurant doesn't lose the customer in the kitchen, but rather on the screen," he stated.
Competition in the delivery sector is seen as a driver of innovation
The panel “Vision for the Future: Delivery” brought together Danilo Mansano, vice president of strategic partnerships at Keeta; Paulo Solmucci, CEO of Abrasel; and Célio Salles, member of the Board of Directors of Abrasel.
During the panel discussion, increased competition was highlighted as a factor capable of driving innovation, productivity, and growth in the delivery market. According to Danilo Mansano, the segment's expansion potential in Brazil remains high, both due to the increase in the number of consumers and the greater frequency of orders.
The executive stated that Keeta's strategy, which has been gradually expanding its operations in Brazil since last year, is to increase delivery consumption without replacing meals consumed in physical establishments. To achieve this, the company invests in infrastructure, logistics, and technology that improve the consumer experience and preserve product quality during transport.
Among the initiatives planned for the Brazilian market, Mansano cited logistical improvements, data sharing with restaurants, investments in packaging, and commercial conditions geared towards partners, such as payment of receivables within seven days without charging a fee. When questioned about the company's continued presence in the country, he replied: "Nothing more than the time it takes to confirm that we will stay here. We are optimistic.".
