You Don Chow?

In 30 years, when people think of Chowdeck, it won’t be Femi Aluko, the founder, or the many investors who have just offered the platform $2.5 million in seed funding that will be remembered. What will truly be etched in memory are its witty copy, dedication to serving customers and riders alike, the free deliveries, discounts offered during holidays, and, of course, its catchphrase: “You don chow?” Defying  Nigeria’s economic woes, Chowdeck continues to grow in value and popularity, setting a pace that other food platforms have struggled to match. However, free holiday deliveries are just the tip of the iceberg. In Lagos, Chowdeck riders earn as much as 600,000 naira per month, 20 times the national minimum wage. 

Founded in 2021 by Femi Aluko upon his return from Dubai — where he witnessed the fast-paced nature of food delivery services — Chowdeck entered the Nigerian market when international giants like Jumia Food and Bolt Food were already well-established. The platform’s customer-centric approach stood out from the start. As Aluko explained to Techpoint Africa, “Think of someone who wants to save an extra 30 minutes going to the restaurant; that is Chowdeck’s ideal customer.” This laser focus on understanding and catering to consumers’ needs is perhaps why, despite economic headwinds, Chowdeck continues to defy gravity, soaring to new heights. 

“People will eat no matter what,” says Oyindamola Depo-Oyedokun, a food journalist and a Lagos resident herself. “These food delivery apps can rise above the economy because they have a good selection of affordable restaurants, rather than just higher-end restaurants which become too much of a luxury when your disposable income is dwindling.” 

By catering to a diverse range of cuisines and price points, food delivery services like Chowdeck have managed to overcome economic barriers. In the early 2000s, the fast-food landscape was dominated by familiar names like Mr Biggs, Pizza Inn, and Tantalizers; at that time online delivery services were a distant dream. Back then, dining out often meant physically visiting restaurants. While some establishments offered delivery services, these were typically limited to higher-end eateries. Today, ordering food is as simple as a few taps on a smartphone. These apps have democratized food delivery, enabling a wide range of restaurants —from local cafes to gourmet establishments— to reach customers beyond their access. The result is a process that has become second nature to many, transforming how we think about and access our meals, and bringing an influx of restaurants eager to join forces with food delivery platforms and capitalize on their subsidized delivery rates and expansive reach. 

“I first knew about Glovo, but Chowdeck brings more customers,” shares Agbaye Ogheneyoma, the co-owner of Fluff n Juice, a proud vendor on Chowdeck. The app’s affordable delivery fees make it possible for budget-conscious consumers to enjoy quick and efficient food delivery. While Chowdeck takes a commission from their sales — in Ogheneyoma’s case, 30% — vendors aren’t deterred. The potential for increased revenue and exposure through the delivery platform outweighs the cost. As Ogheneyoma puts it, “The benefits exceed the commission we pay.”

Online delivery services are common now. Lagos is teeming with options like Glovo, Food Court, Eden Life, Uber Eats, and more, with Chowdeck leading the pack. Increasingly, Lagosians are finding that ordering affordable meals beats the hassle of cooking in the morning rush and battling traffic on the way to work. Not to mention the heartbreak of returning home to find your carefully prepared meals spoiled by one of Nigeria’s infamous power outages.

At the heart of Chowdeck’s loyalty program is a five-tier system that caters to all levels of customers, from newcomers to dedicated food enthusiasts. The journey begins with the Starters tier, welcoming new users to the platform and giving them a taste of what’s to come. As customers engage more with the service, they progress through monthly rewarding tiers: Next Rated, OG, Connoisseur, and Prime Minister. For instance, the Next Rated tier, achieved at 201 points, offers 500 Naira off two orders plus 1 free delivery every month.  OG unlocks with 801 points, and the customer gets 2 free deliveries plus 800 Naira off 2 orders. The Connoisseur unlocks with 2001 points with 1000 Naira off 2 orders and 3 free deliveries while the final tier of a true Chowdeck customer, Prime Minister, unlocks with 5001 points, offering 2000 Naira off 2 orders and 4 free deliveries.  Rating and reviewing restaurants, providing feedback on delivery riders, and even referring friends to the app all contribute to a user’s point total.

Chowdeck’s innovative loyalty program sets it apart in the crowded food delivery market, but in truth, the platform’s commitment to customer satisfaction extends beyond reward points. A standout feature distinguishing Chowdeck from competitors like Glovo and Uber Eats is its round-the-clock customer service. Rather than merely offering apologies, the team is empowered to provide tangible solutions, whether through refunds or compensation fees. This commitment to customer care was put to the test during the recent ‘King Glab debacle,’ — a vendor on Chowdeck, when delivery times stretched beyond acceptable limits. Sharon, a Lagos-based remote worker and frequent Chowdeck user, recounts her experience:

“During the King Glab delivery problem, when deliveries were running late, they really tried — apologizing not once, but twice, and offering both a refund and a compensation fee.”

Backed by Y Combinator and poised to fill a market gap, Chowdeck’s meteoric rise is hardly surprising. In the quick pace of Lagos living, where every moment counts, their value proposition resonates and it’s easy to see why Chowdeck has captured the hearts and taste buds of many Lagosians. 

“Living and working in this city is hectic, so having food preparation taken out of your hands is one thing people aren’t going to let go of easily,” Depo-Oyedokun adds.