Who wins on Affordability? Exito vs Jumbo; Farmatodo vs Cruz Verde

Hi, it's Wassim from Burger Index,

On this week’s BI Insights we looked at affordability across grocery and pharmacy delivery platforms in Bogotá.

Product price is just the start.

The final basket is shaped by delivery fees, service fees and how promotions and discounts are applied.

To isolate this, we ran identical baskets across Exito and Jumbo for grocery, and Farmatodo and Cruz Verde for pharmacy, delivering to Pepe Sierra, Santa Barbara Bogotá, at 14:30h on April 10th.

Grocery basket: Fees decide the outcome

The platform with higher promotions and lower fees wins the basket.

At Jumbo, product prices are almost identical to Exito across the same 12 items, but Jumbo applies significantly more promotions, charges lower delivery and service fees and does not charge for paper bags, while Exito does.

Pharmacy basket: Discounts decide the outcome

Farmatodo and Cruz Verde start from near identical product prices, but Cruz Verde stacks a first in-app purchase discount, a store discount, and charges a lower delivery fee. Farmatodo applies a store discount for first time web users.

What this means

Across these two baskets in Bogotá, affordability is determined at checkout, not at list price. Tracking product prices alone misses where the gap is created.

To understand affordability performance, teams need to track the customer journey:

• Product pricing

• Delivery and service fees

• Promotions

• User types

• Final basket totals

Burger Index tracks all five across every platform, thousands of locations, across food and non-food, refreshed up to 3x times per day.

You can run this analysis for any market, any category and any platform.

👉 Book a demo at www.burgerindex.com

The Burger Index Team