The food delivery market in Brazil has become increasingly competitive, especially with the entry of Keeta—a subsidiary of the Chinese food delivery behemoth Meituan—and 99Food, a subsidiary of Didi. Their arrival has significantly heightened the competitive environment. According to reports, this fierce rivalry has now escalated to allegations of commercial espionage and other unfair business practices. Specifically, 99Food is accused of adopting an 'either-or' strategy, whereby it has offered financial incentives to restaurants on the condition that they refrain from collaborating with Keeta. In response, Keeta has initiated legal action against 99Food, accusing it of engaging in unfair competition. Although the court initially mandated that 99Food must discontinue such practices, the company appealed the decision and successfully had the ruling overturned. Amidst this legal back-and-forth, Keeta's expansion plans in Brazil have also faced setbacks, including the postponement of its planned launch in Rio de Janeiro, which ultimately led to the layoff of 200 employees. This intense competition has not only reshaped the market dynamics but has also sparked widespread discussions on business ethics and the enforcement of legal regulations.