Case Study:

AB InBev_

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About AB InBev_

Anheuser-Busch InBev (AB InBev) is the world's leading brewer, based in Leuven, Belgium. Its diverse portfolio of over 500 beer brands leverages the collective strengths of 164,000 employees in 50 countries. AB InBev's purpose is to bring people together for a better world, and is committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients.

The Food and Beverage Market 2020_

The food and beverage service sector faced unprecedented changes due to the new coronavirus pandemic (COVID-19). The requirements for social distance and a series of security measures that followed meant that, worldwide, it was no longer possible to eat or drink outside of our homes. This forced the already established trend of digitization in this particular sector.

To survive, food and beverage service providers have expanded their digital presence, introducing online ordering and delivery services to stay afloat. Also, virtual concepts, or "cloud kitchens" - restaurants where you only cook but don't serve the guest, have proved their viability during this crisis.

Today, the take-out food and drink delivery market is on the rise, a trend that is likely to continue to influence restaurant operations and reshape the dining experience for years to come.

Source (Statista)

Challenge and Solution_

Due to the social distance imposed by the COVID-19 pandemic, countries adopted restrictions to bars and restaurants. The need for distance led the food giant, AB InBev, to look for ways to ensure the safety of customers when going to those establishments. So how do you reduce physical interactions between restaurant staff and customers?

With that in mind, ACCT developed a very interesting solution: an interactive menu with web checkout, minimizing contact and the risk of transmission. From the development of this application, the group-owned restaurants and bars as well as their partners and distributors could use the platform developed by ACCT to have a new way of making transactions with their customers.

There are 3 types of interactions_

Digital Menu:
It works like a normal food app, with a restaurant catalog, digital menu, and checkout.

For communication between customers and restaurants to combine food search, order customization, and conditions.


The frequency of communication required to run a delivery system is very high. Many project requirements were not native to the VTEX platform, such as real-time communication. For AB InBev, it was very important that the delivery was very fast and the application feed was done with the shortest possible delay.

For this, we developed a feed API that fetches the order tracking information from VTEX and sends an update every 30 seconds, improving the native VTEX experience of originally 5 minutes intervals.

With the faster application, the end customer has more confidence in the platform, in addition to reducing the need for investment in customer service.

This project is designed for an industry where there is a need for very fast and efficient deliveries. ACCT has designed a way to transform the VTEX platform into a real-time platform, which is a differentiator for the food sector.

How does it work?_

Restaurants and bars of the AB InBev conglomerate such as Loja Corona, Bar do Russo, and Bar Brahma make up an important part of the platform's customers, but also the distribution and retail network that is a partner of AB InBev also has access to this solution, specifically in Colombia, but with on-going projects in progress in Argentina and Mexico.


Store Locator

Within the website, customers can add their location and the platform will show the restaurants available in that location as well as bring information about the availability of the stores.
After the click, just like in the traditional food apps, you enter the restaurant page to view the menu, prices, and payment methods.

Your Own Data_



Countries had different recommendations during the lockdown period. In Colombia, for example, it was not possible to open a restaurant without a reservation system. For this, we created a Booking System functionality within VTEX, another personalization.

The booking system was essential to the project’s stakeholders. After 3 months, we managed to create a brand new booking app within VTEX, very simple and functional. It is an application that creates order onboarding.


Here you can view and manage reservations.


Here you can check the customer's contact information.


It is possible to manage and view all orders a card system, facilitating the experience of professionals responsible for the production, packaging, and delivery of these orders.


We created a very simple and intuitive digital menu system, which was a complete VTEX personalization.


Seamless checkout with no validation page. The user goes straight to the checkout, which is another platform personalization.

Back-end Integrations

Today, there are few booking systems available in the world, which makes this a market differentiator, especially when integrated with a digital menu system.


Today when entering this application, the structure of the layout and catalog is very similar to that of applications such as UberEats, Ifood and Rappi.


The global pandemic in 2020 forced us to evolve our digital strategy very quickly, which accelerated projects already in the planning phase. Our partnership with ACCT was productive and professions, without a doubt they are very competent in re-imagining e-commerce and absolute specialists in the development of VTEX solutions.

France Roy

Chief Technology Officer (CTO), D2C

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