Fast food brands in Brazil adopt localized products and viral trends

Fast food chains in Brazil are implementing diverse strategies to increase consumer engagement and adapt to local trends. Subway is focusing on a repositioning strategy that emphasizes hyper-personalization and regional relevance. With nearly 1,500 stores across 500 Brazilian municipalities, the brand is utilizing local flavors, such as catupiry and dried meat, and reducing English terminology to appear more democratic and accessible to the local market. The company is also leveraging data, artificial intelligence, and micro-influencers to strengthen its connection with consumers.

Simultaneously, the sushi franchise Gendai, part of Grupo Trigo, is launching a limited edition 'Push Pop Sushi' to capitalize on a viral social media trend. The product, which allows sushi to be consumed via a tube without traditional utensils, is being rolled out across all 83 Gendai locations in Brazil. The brand invested R$ 40,000 to produce 35,000 units of the product, aiming to connect with younger demographics through practical and accessible food innovations.