Heyfood GTM brain

Heyfood connects Nigerian diners with restaurants through an app-based food ordering and delivery marketplace.

category

On-demand food delivery marketplace

market profile

  • text: The company began in Ibadan, with 2024 reporting describing expansion plans for Abuja and Benin; verify present coverage before outreach.
  • text: Food delivery businesses need sufficient restaurant and rider density while maintaining viable unit economics.

personas

  • title: Urban professional ordering a meal
    pains:
    • Has limited time to leave work or home for food
    • Wants familiar restaurant options delivered at a reasonable total cost
  • title: Restaurant owner or general manager
    pains:
    • Needs more delivery orders beyond walk-in trade
    • Must coordinate dependable last-mile couriers while protecting margin
  • title: Delivery rider
    pains:
    • Needs a consistent stream of local delivery jobs
    • Must balance delivery earnings against travel time and operating costs

icp

  • text: Millennial and Gen Z urban professionals in supported Nigerian cities, ordering meals at home or at work.
  • text: Local restaurants and quick-service food businesses seeking demand and delivery fulfillment in the same service areas.

message pillars

  • text: Make meals from familiar restaurants available through the app.

objections

  • objection: Delivery fees make a meal too expensive.
    response: Show the complete price and delivery charge before checkout; actual fees depend on the order.
  • objection: Restaurants may worry about rider availability and order reliability.
    response: Confirm local coverage and delivery operating performance with the merchant before onboarding.

competitors

  • name: Chowdeck
    why: Nigerian marketplace competing for diners, restaurants and riders.
  • name: FoodCourt
    why: YC-backed Nigerian food delivery company addressing similar meal orders.
  • name: OyaNow
    why: Nigerian food delivery provider targeting urban consumers.

keywords

  • food delivery Ibadan
  • order food online Nigeria
  • restaurant delivery app Nigeria
  • food delivery Abuja
  • restaurant ordering platform

voice

  • Simple and consumer-friendly
  • Direct

signals

  • text: A restaurant in a covered city wants to grow delivery orders without building its own courier network.
  • text: A dense urban neighborhood has busy professionals and restaurants suitable for short delivery routes.

pricing

model: unknown

motion

product_led

channels

  • app stores
  • restaurant partnerships

confidence

low

Founders

  • name: Taiwo Akinropo
    title: Founder
    role: Founder
    bio: Taiwo Akinropo is the Founder and CEO of Heyfood. Studied Computer Science. Launched a social discovery platform for students while in College, Taiwo has worked on a mobile payment solution for merchants in the past.
  • name: Demilade Odetara
    title: Founder
    role: Founder
    bio: Demilade is a Co-Founder and CTO of Heyfood. Before starting Heyfood he worked as a software/platform engineer for a few top tech companies in Nigeria including Carbon and Fairmoney.

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