Nigerian food delivery startup, Chowdeck, has entered into an exclusive partnership with Chicken Republic, a leading fast-food chain, to revolutionize the food delivery landscape in Lagos and Ibadan. This strategic collaboration positions Chowdeck as the sole food delivery platform featuring Chicken Republic’s menu, potentially increasing Chowdeck’s market share and monthly gross merchandise value (GMV).
Partnership Details
Chowdeck’s exclusive arrangement with Chicken Republic means that customers in Lagos and Ibadan can now access Chicken Republic’s offerings only through the Chowdeck app. This move follows a notable marketing stunt on X (formerly Twitter), where both companies agreed to reduce the price of Chicken Republic’s refuel meal to ₦1,000, generating significant buzz.
The partnership was publicly solidified a day after Chicken Republic’s menu disappeared from competing delivery platforms like Glovo, indicating a premeditated and well-coordinated strategy.
Strategic Implications
This exclusive partnership is expected to boost Chowdeck’s monthly GMV, which was reported to be ₦1.9 billion last year. The agreement also cements Chowdeck as Chicken Republic’s preferred delivery partner, enhancing the delivery experience for customers by providing more affordable and higher quality meals.
In a statement to Techpoint Africa, the companies emphasized that this deal aims to “enable enhanced quality, more affordable, delivery meals for its users in Lagos and Ibadan.”
Leadership Insights
Kofi Abunu, CEO of Food Concepts PLC, the parent company of Chicken Republic, expressed enthusiasm for the partnership. He highlighted Chowdeck’s rapid growth and commitment to partner development as key factors in their decision. “Our loyal customers around the country, especially in Lagos and Ibadan, can look forward to an enhanced delivery experience with Chicken Republic on Chowdeck,” Abunu stated.
Femi Aluko, CEO of Chowdeck, echoed this sentiment, emphasizing the mutual benefits of the partnership. “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,” Aluko said.
Previous Expansions
Chowdeck’s collaboration with Chicken Republic is part of its broader strategy to expand its market presence. Last year, the company also added Shoprite to its roster of online shopping stores, further diversifying its offerings and strengthening its position in the food and retail delivery market.
Conclusion
The exclusive partnership between Chowdeck and Chicken Republic marks a significant milestone in the Nigerian food delivery industry. By leveraging each other’s strengths, the companies aim to deliver a superior and more affordable food delivery service to customers in Lagos and Ibadan. This strategic alliance is set to enhance customer satisfaction and drive growth for both Chowdeck and Chicken Republic, showcasing the potential of innovative collaborations in the rapidly evolving eCommerce landscape.
