Soudaki

Daki (operating at soudaki.com) is a Brazilian on-demand grocery application that delivers supermarket items to customers in minutes. The company runs a dark-store model: small closed fulfilment sites stocked with its own inventory, each serving a delivery radius of only a few kilometres, which the company presents as the basis for its speed and operational efficiency. Its catalogue spans grocery staples, fruit and vegetables, meat and frozen foods, bakery, beverages, home and cleaning, personal care, baby items and pet products, and includes exclusive private-label "Produtos Daki" lines. The company's newsroom describes a catalogue of more than 3,000 products, while a third-party company profile cites up to 10,000 products and more than 2 million app downloads, and also references a scheduled-delivery and large-basket offering branded SuperDaki.

At launch the service operated daily from 7am to 1am with free delivery at any order value, an average ticket of about R$100, roughly 1,000 products and 15 dark stores serving 25 neighbourhoods in São Paulo and three in Rio de Janeiro. The company's site currently lists service in São Paulo, Guarulhos, Belo Horizonte, Santos, Osasco and the ABC Paulista region; its newsroom additionally lists Barueri, Campinas, Rio de Janeiro and Niterói. Beyond consumer delivery, Daki recruits independent delivery partners through its site and operates a supplier channel ("Venda na Daki") inviting brands to list products in the app. It has also run brand marketing activity including Carnival sponsorships in São Paulo, Belo Horizonte and Rio de Janeiro, festival activations at MITA Festival, private-label Easter eggs, and campaigns highlighting female-led brands.

Founding story

Daki was founded in January 2021 by Alex Bretzner, Rafael Vasto and Rodrigo Maroja, three young entrepreneurs who began operating a delivery app in São Paulo despite competition from large established grocers. Their approach was to place small distribution centres across the city, each serving a radius of up to three kilometres, and to employ couriers dedicated solely to the platform in order to compress delivery times. The company had received a R$2 million angel investment at the end of 2020, before the app began operating.

Business model

Daki sells groceries and everyday essentials directly to consumers through its app, holding its own stock in dark stores and using its own delivery couriers rather than aggregating third-party retailers. At launch it charged no delivery fee regardless of order value, with an average order of about R$100, implying revenue from product sales. It supplements this with private-label products sold exclusively in the app, a supplier onboarding channel for brands wanting placement, and in-app brand activations run with consumer-goods partners.

Revenue comes from the sale of grocery and household products through the app. Delivery was offered free of charge at launch for any basket size, and the company promotes discount coupons on first purchases subject to minimum basket values (for example R$25 off on a minimum R$100 order). Private-label items and brand partnership activations are additional commercial levers.

Traction

The newsroom reports more than 3,000 products, more than 900 employees and operations across ten-plus municipalities; a third-party profile cites up to 10,000 products, more than 2 million app downloads and 1,001-2,000 employees. During Brazil's first match at the football World Cup the company reported an 80% increase in sales and a 200% increase in invoicing. Launch-period figures included 15 dark stores, 28 neighbourhoods served and an average ticket of R$100.

Latest developments

Press activity through 2023 included a new brand positioning presented in June/July 2023, the integration of Nana Delivery's operations to expand in Belo Horizonte in June 2023, a US$50 million investment announced in February 2023, private-label Easter egg launches, wine assortment expansion, and marketing activations with Ambev and PepsiCo. The consumer site carries a 2025 copyright notice and continues to promote first-purchase coupons, service cities and delivery-partner recruitment.