Introduction
Nigerian food delivery startup, Chowdeck, has secured an exclusive partnership with Chicken Republic in Lagos and Ibadan. This strategic move positions Chowdeck as the sole food delivery platform featuring Chicken Republic's menu, potentially driving significant growth and enhancing its market presence.
Exclusive Partnership Details
Strategic Exclusivity:
Chowdeck’s new agreement with Chicken Republic ensures that it becomes the only food delivery app offering Chicken Republic’s menu. This partnership not only sets Chowdeck apart from competitors but also aligns with their growth strategy to dominate the Nigerian food delivery market.
Growth in Gross Merchandise Value:
Chowdeck reported a monthly gross merchandise value of ₦1.9 billion last year. This exclusive partnership with Chicken Republic is expected to significantly boost this figure, providing an edge over rivals and consolidating its market share.
Price Reduction and Publicity Strategy
Coinciding with the partnership announcement, Chowdeck and Chicken Republic have introduced a promotional refuel meal priced at ₦1,000. This initiative aims to attract more customers by offering high-quality meals at affordable prices, thereby driving higher engagement and loyalty.
Just a day before this announcement, Chicken Republic's meals were removed from other delivery platforms like Glovo. This move was part of a strategic publicity stunt by both companies on X, garnering attention and creating a buzz around their collaboration.
The partnership kicks off with an exclusive ₦1,000 meal deal, highlighting the commitment of both companies to providing value to their customers. This promotional offer is designed to drive initial traction and demonstrate the benefits of the partnership.
Executive Insights
Kofi Abunu, CEO of Food Concepts PLC, which owns Chicken Republic, expressed his enthusiasm for the partnership, citing Chowdeck's remarkable growth and innovative approach. He stated, "Our loyal customers around the country, especially in Lagos and Ibadan, can look forward to an enhanced delivery experience with Chicken Republic on Chowdeck."
Femi Aluko, CEO of Chowdeck, emphasized the significance of this collaboration. He said, "The partnership with Chicken Republic underscores our commitment to delivering high-quality, efficient, and convenient services. Combining our fast-growing delivery network with Chicken Republic's exceptional offerings, we aim to enhance the customer experience and bring happiness to more individuals across Lagos and Ibadan."
Future Prospects
Chowdeck’s exclusive deal with Chicken Republic is not just a short-term strategy but a long-term vision to dominate the food delivery market in Nigeria. By continuously partnering with leading food brands, Chowdeck aims to expand its reach and offer unparalleled service to its customers.
Leveraging technology and innovation, Chowdeck is poised to solve the last-mile delivery challenge. With a strong commitment to investing in partner development and enhancing delivery efficiency, Chowdeck is set to redefine the food delivery landscape in Nigeria.
