Meals is important to Nigerians, with households spending practically 60% of their earnings on it, the best globally, in accordance with official experiences. This sturdy affinity for meals, coupled with the rise of on-line purchasing, units the stage for Nigeria’s meals supply market to doubtlessly attain $2 billion to $3 billion by 2032.
Regardless of the promising market dimension, there isn’t a transparent chief but. Nevertheless, Lagos-based Chowdeck, backed by Y Combinator and armed with a $2.5 million in seed funding, goals to make its mark in an area that has burned heavyweights like Jumia and Bolt.
Based by Femi Aluko, Olumide Ojo, and Lanre Yusuf, Chowdeck presents shoppers the comfort of ordering meals and having it delivered to their doorstep inside a median of half-hour. CEO Aluko shared that the inspiration for launching the startup got here from his expertise of fast deliveries and distinctive customer support throughout a piece journey to Dubai.
Aluko defined, “Ordering meals in Nigeria would normally take one or two hours. However every time I ordered meals throughout my three-month keep in Dubai, I constantly acquired it on time. If there have been any delays, the restaurant would name me to apologize. It was spectacular to see, and I puzzled if we may replicate the identical stage of service in Nigeria.” Within the first half of 2023 alone, Nigerians spent over ₦60 trillion on meals and home goods, per the nation’s prime company for official statistics.
Aluko and his co-founders initially experimented with the idea by utilizing a number of bikes and partnering with two eating places. After refining their strategy, they formally launched the primary model of the product in October 2021. Since then, the platform has skilled vital progress, with greater than 3,000 riders becoming a member of and over 500,000 customers (Aluko says over 100,000 are lively on the platform).
Much less competitors, extra progress
Chowdeck’s exceptional progress is clear, particularly in a aggressive market the place, at its launch, main gamers like Jumia Meals and Bolt Meals already had a powerful foothold with 1000’s of consumers.
Moreover, given the business’s repute for skinny revenue margins and infrastructural challenges like site visitors and poor roads inflicting delays in supply occasions, the important thing query was how Chowdeck supposed to navigate these obstacles and carve out its area of interest.
Later entrants in a market have the benefit of studying from the experiences of earlier gamers. In contrast to its predecessors, Chowdeck acknowledged the significance of sustaining constructive unit economics from the outset. Whereas different meals supply platforms typically relied on excessive reductions, Chowdeck opted for a special strategy: optimizing its enterprise mannequin to make sure sustainability by minimizing reductions and solely providing them on behalf of its accomplice eating places when essential.
“We took the time to determine the precise economics for our supply enterprise, which is why we’re not large on providing unrealistic reductions,” defined Aluko, a former principal engineer at Stripe subsidiary Paystack. “This strategy stored us targeted on promoting and focusing on the precise clients somewhat than making an attempt to seize everybody, which may’ve compromised our economics and advertising and marketing methods.”
By the top of 2023, Jumia Meals and Bolt Meals had exited the Nigerian market citing varied enterprise causes, leaving Glovo as Chowdeck’s most important competitors. Each exits partly contributed to Chowdeck’s virtually twofold consumer progress inside the final six months.
Prioritizing comfort
Aluko stresses that Chowdeck’s attraction lies in its comfort. Whereas not essentially essentially the most cost-effective possibility, he added that Chowdeck targets clients who prioritize time and are prepared to pay for quick deliveries.
The startup’s supply system depends on components akin to geotagging, providing numerous automobile choices from bicycles to motorbikes, and implementing strict laws on distributors and riders. (For instance, distributors should settle for orders inside a five-minute window; failure to take action results in order cancellation and decreased precedence for the seller.)
Equally, Chowdeck employs automated processes to streamline customer-rider connections, using in-house knowledge for day by day demand forecasting and required provide evaluation. If, for example, a median rider completes eight deliveries day by day and the platform anticipates 10,000 deliveries, at the very least 1,250 riders must be obtainable for that day.
Chowdeck’s logistics setup not solely advantages small meals distributors and bigger quick-service eating places like Burger King and Rooster Republic but in addition extends to supermarkets akin to ShopRite and pharmacies. The startup, working throughout eight cities, has utilized classes from its flagship enterprise to launch supply providers in grocery store/grocery and pharmacy verticals. In 2023, Chowdeck had greater than 1,500 lively distributors throughout the three verticals; moreover, it launched a relay service for intra-city package deal motion in Lagos.
Rider earnings
Final 12 months, the platform’s annual gross merchandise worth (GMV) throughout these verticals stood at over ₦7 billion ($5.8 million). That October, it hit a milestone, crossing the ₦1 billion ($830,000) mark for the primary time. By March 2024, it had doubled that determine, reaching ₦2.4 billion ($2 million). Lagos generates 80% of Chowdeck’s volumes, whereas the remaining 20% comes from different cities: Abuja, Port Harcourt, Ibadan, Benin Metropolis, Ilorin, Abeokuta and Asaba.
Chowdeck, with a take charge of 24%, noticed its revenues, which come from vendor commissions, service charges, surge prices and supply charges, improve by 1,200% between 2022 and 2023, in accordance with Aluko.
As a fast-growing enterprise, Chowdeck intends to make use of the newly raised capital to enhance its operational effectivity and lengthen its attain to extra cities throughout Nigeria. But, the on-demand supply service can be dedicated to leveraging the funding to raised the expertise for its clients, distributors, and notably supply riders, whose earnings at present exceed three to 5 occasions Nigeria’s month-to-month minimal wage, Aluko famous.
“After a number of months of constructing Chowdeck, it was clear the extent of affect we have been going to have and teething issues we may resolve at scale within the nation, particularly round earnings,” remarked Aluko. “For many individuals, together with us, it was attention-grabbing to see our riders getting paid between ₦100,000-200,000 month-to-month ($83-$170) usually and profitably.”
The seed spherical attracted funding from notable backers, together with YC, Goodwater Capital, FounderX Ventures, HoaQ Fund, Levare Ventures, True Tradition Funds and Haleakala Ventures. Founders akin to Simon Borrero and Juan Pablo Ortega (of Rappi), Shola Akinlade and Ezra Olubi (of Paystack) additionally joined the investor checklist.
