Food delivery brands get meals, snacks, groceries, and regional specialties to customers through apps and marketplaces. The category is wider than restaurant takeout. Gopuff delivers convenience items from local fulfillment centers, Rappi runs a Latin American superapp, Mrsool connects Saudi customers with independent couriers, and Goldbelly ships iconic regional foods nationwide. Their ads show how speed, selection, and gifting are each sold differently, which makes the category a useful study in matching the message to the buying moment.
Goldbelly is a food gifting marketplace founded in 2012 by Joe Ariel that connects iconic regional restaurants and food makers with customers nationwide. From Katz's Deli pastrami to Levain Bakery cookies, the platform enables shipping of beloved American food experiences as gifts. The brand raised $133M and gained traction during the pandemic as food nostalgia surged.
Gopuff is a US-based on-demand delivery company offering snacks, groceries, household essentials, and other convenience items delivered from local micro-fulfillment centers. Founded in 2013 in Philadelphia, it operates in numerous US markets and has expanded into alcohol and pharmacy delivery. Gopuff advertises across Meta placements to drive app downloads and orders.
Founded in Riyadh in 2015 by Ayman Al-Sand and Naif Al-Samri, Mrsool is a peer-to-peer on-demand delivery platform allowing Saudi consumers to order any item from any location via independent couriers. The platform reached 4M users and $270M GMV by 2018, operating in Saudi Arabia, Egypt and Bahrain.
Rappi is Colombia's first unicorn startup (founded 2015), operating as Latin America's leading delivery superapp across 9 countries including Colombia, Brazil, Mexico, Argentina, and Chile. Beyond food delivery, Rappi offers financial services, grocery delivery, and a DTC enablement platform for thousands of brands. Backed by SoftBank with a $1B+ investment, it is valued at over $5 billion. Also searched as Rappi.
Delivery ads sell a moment more than a product. The moment might be a late-night craving, a forgotten staple, or a gift for someone far away. Gopuff and Rappi style ads tend to center on speed and convenience, showing an app screen, a quick order, and a doorstep handoff. Mrsool frames delivery as getting anything from anywhere. Goldbelly works differently. It sells nostalgia and discovery, showing famous dishes from named restaurants and shipping them as gifts. That calls for appetizing close-ups and occasion-led hooks rather than speed claims. Across the category, offers do heavy lifting: first-order discounts, free delivery windows, and bundles. App-install goals are common for the superapp players, while the gifting marketplace pushes toward a purchase. Local context also shapes creative. Language, neighborhood references, and local foods change the hook, so the same service can look very different across regions.
Separate the ads by objective first. App-install ads and direct purchase ads use different calls to action and different creative, and mixing them up leads to wrong conclusions. Then look at the hook. Does the ad open on hunger, convenience, a price offer, or a social moment? Track which hooks repeat across a brand's longest-running ads, since repetition usually signals what works. Pay attention to proof. Delivery brands rarely have a product to demo, so they borrow credibility from named restaurants, familiar snacks, or user-style videos showing a real order arriving. Finally, note the audience cues in the copy and visuals. Urban, mobile-first buyers in one market and gift givers in another call for different tones, and the gap between them is where you can find whitespace for a new entrant.
They lean on convenience, speed, and offers such as first-order discounts or free delivery. Creative often shows the app flow and a quick doorstep handoff, with local language and foods to fit each market. Offers like first-order credits and bundles usually sit alongside the main hook, and local tone changes by market.
Gopuff sells fast delivery of snacks and essentials from local centers, so its ads stress speed and convenience. Goldbelly ships famous regional foods nationwide, so its ads stress food quality, nostalgia, and gifting. That difference in buying moment explains why one runs speed hooks and the other leans on appetite appeal and occasions.
Rappi operates across Latin America and Mrsool serves Saudi consumers through independent couriers. Their ads reflect local languages, tastes, and the range of items people order beyond restaurant food. Studying their ads shows how local language, foods, and habits reshape the same convenience promise from market to market.
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