Perhaps even more impressive than iFood's meteoric rise, is that Kraft has priced the app at $0.99 and is also running ads on the app. While I'd personally expect any purchased service to remain ad-free, Kraft may be hitting on an interesting concept:

When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff.

Judging from user reviews - which range from disappointed to absolutely thrilled - and the app's average three-star rating, it still has plenty of room to improve. But Kraft's focus on delivering a useful branded utility has earned them valuable face time with shoppers at one of the most important purchase decision-making times - in the aisles of grocery stores.