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Food delivery service is the concept of ordering or calling in food from a restaurant or a fast food joint, the restaurant would then prepare the food you have ordered, and then send a driver or rider to your sent address to deliver the food to you.

In this modern era, food delivery services have become something we have grown accustomed to, especially since now we have toll-free phone numbers introduced by fast food restaurants which enables us to make calls to the restaurant to place an order without the fear of being charged for calling the line.

In Nigeria, delivery services have been utilised a lot since many people are in need of quick foods in Nigeria. It has been a success in the past decade for delivery systems in Nigeria

A  trend of food delivery service in Nigeria is through food ordering apps. GrabFood, Folo, and FoodPanda are some of the examples of food ordering apps, as well as one of the contributions of the newfound popularity of food delivery services.

Food delivery services have been popular and introduced since as early as 20 years in Nigeria, and the trend seems to be continuing to grow with the evolution of technology and time. Here are some of the reasons why food delivery services are growing to be popular in Nigeria :

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The Behavior of Nigerian Customers

Customers in Nigeria are typically drawn to the modernized online food-delivery platforms. They have a different set of needs and expectations as compared to the traditional pizza customer. These are some of the important traits when it comes to Nigerian customer behaviors towards food delivery services.

Sticky Platforms

With new-delivery platforms, this allows customers to be able to customize their ordering experience by storing and filing in relevant customer data. About 80% of customers never or rarely leave for another platform after signing up. This ensures a strong winner-take-all dynamic, and the reward is often given to the player who can sign up the most customers in a given period of time.

Time is Crucial

One of the biggest factors of customer satisfaction is the delivery speed. An average 60 percent of Nigerian consumers would wait for no more than 60 minutes upon every order

Meals are for home

About 82% of orders normally placed in Nigeria are from home, whereas 16 percent were ordered from workplaces

Weekend Rush

Food ordering apps tend to have a surplus of consumers on weekends and public holidays. Normally, the highest-volume days for online platforms were typically on Fridays, Saturdays and Sundays, in which 74% of orders are placed.

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Preferred Payment Options

Customers in Nigeria who order from food delivery apps are generally expected to decide on their food choice, and preferred fixed pricing. Modern food delivery apps such as FoodPanda have fixed prices for delivering the ordered food from one place to another. Sometimes the delivery fee could be free of charge while sometimes there will be a delivery fee charged upon delivering the ordered food. Customers can choose their preferred method of payment, which ranges from paying cash upon delivery, payment via debit and/or credit card, or even online banking. It is found that by 2030, consumers are expected to pay. One of the main key points that benefit the mobile food business is that the fixed pricing can be paid upfront through credit cards or contactless payment in the future.

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The Rise of Ghost Restaurants in Nigeria

Due to the growth of food delivery services in Nigeria, this has introduced us to a new concept: the ghost restaurants. Ghost restaurants, or otherwise known as digital restaurants and delivery-only restaurants, is the byproduct of overly-saturated delivery apps. These restaurants emerged out of sheer competition and the growing struggled to meet the demands of delivery and dining service.

Ghost restaurants are restaurants that solely offer food through delivery. Compared to traditional restaurants, they don’t have brick-and-mortar locations in which you can dine-in or pick up from. These restaurants are generally run out of commercial kitchens, so their focus is on food preparation and fulfilling the customer’s food orders, instead of a dine-in experience one might expect.

In conclusion, while everyone can agree that food delivering services in Nigeria is an investment that is worth in the long run, especially with the growing trend of ordering and receiving food from restaurants. But there is one thing for certain: the food delivery trend will continue to grow in Nigeria and it will be staying for a long time.

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