A Hands-On Approach to Food Delivery

At Nigerian startup Chowdeck, the lines between management and operations blur in a fascinating way. Not only do engineers work on features used by millions of customers, but they also compete with the CEO for the highest number of staff deliveries each quarter.

From Code to Curb

Every employee at Chowdeck has a rider profile and is encouraged to step out and make deliveries whenever they want. New hires are even required to complete 30 deliveries as part of their onboarding process - an experience that CEO Femi Aluko says provides valuable firsthand insights into the customer journey.

Rapid Growth Amidst Challenges

Chowdeck has experienced impressive growth, surpassing NGN 2.4 billion (~USD 1.7 million) in monthly GMV as of March 2024 - a 140% increase from the previous year. The company now processes around 1 million orders monthly, averaging 40,000 deliveries daily across major cities like Lagos, Ibadan, and Abuja.

This success has come amidst a challenging market where competitors like Bolt Food and Jumia Food have struggled to maintain profitability. Chowdeck’s ability to thrive while others falter speaks to its unique approach and operational efficiency.

The Value of Direct Experience

For Aluko, the most significant takeaway from personally delivering meals is that “delivery is a deeply human experience, not just a logistics event.” He explains that data can only tell part of the story - the real-world friction points often go unnoticed in dashboards.

This perspective has led to tangible product improvements. Many of Chowdeck’s most successful rider app features originated from staff observations while making deliveries themselves. As Aluko puts it, “Operational reality is often messier than the clean version you see in a dashboard - and that’s exactly why we keep doing it.”

Investing in Riders

Beyond operational insights, Chowdeck also prioritizes its rider workforce with competitive earnings (with some riders making up to NGN 205K (~USD 152) over a four-day weekend) and comprehensive benefits like accident insurance. The company even runs incentive programs like “Rider Games” in Ghana, offering bonuses and loans for hitting delivery targets.

With its unique culture of hands-on leadership and commitment to rider welfare, Chowdeck is proving that sustainable growth in the competitive food delivery market requires more than just technology - it demands empathy, operational excellence, and a genuine understanding of what it means to get meals from kitchen to doorstep.