Vendease GTM brain

Vendease's Discover Fresh store supplies food and kitchen goods to restaurants and other food businesses in Lagos and Abuja.

category

B2B food procurement

market profile

  • text: Restaurants face volatile ingredient prices, inconsistent supplies and time-consuming procurement.
  • text: The current store offers catalogue ordering through WhatsApp in Lagos and Abuja; earlier Ghana operations were reportedly closed.
  • text: Reports describe major restructuring in 2025, so verify present service capacity before relying on historical growth claims.

personas

  • title: Restaurant owner or operator
    pains:
    • Staff lose kitchen time buying ingredients across multiple vendors
    • Variable prices and supply gaps make food costs difficult to control
  • title: Procurement manager at a restaurant group
    pains:
    • Needs predictable replenishment and order visibility across locations
    • Wants comparable pack prices and delivery fees before ordering
  • title: Caterer or food seller
    pains:
    • Large advance ingredient purchases strain working capital
    • Needs timely bulk deliveries before service or events

icp

  • text: Restaurants, caterers and food sellers purchasing recurring food and kitchen supplies in Lagos and Abuja.
  • text: Hospitality and food businesses seeking consolidated bulk purchasing, delivery and potentially approved credit.

message pillars

  • text: Source a broad selection for the kitchen in one order.
  • text: See pack prices and submit orders using a familiar channel.
  • text: Offer express delivery in the stated service area.

objections

  • objection: Are prices stable and delivery fees transparent?
    response: The store says prices update nightly and delivery fees are shown at checkout or confirmed before dispatch.
  • objection: Do you deliver to my area on time?
    response: The current store lists Lagos and Abuja, with express or area-specific cluster delivery; confirm the address and availability.
  • objection: Can we buy on credit?
    response: Credit is available to approved businesses; terms and eligibility need confirmation.

competitors

  • name: PricePally
    why: Nigerian grocery and wholesale kitchen procurement alternative.
  • name: Supermart.ng
    why: Nigerian online grocery supplier and delivery alternative.
  • name: Kaso
    why: Food service procurement platform, a global category alternative.

influencers

  • name: Tunde Kara
    url: https://nigeria.endeavor.org/vendease-founders-selected-as-nigerian-entrepreneurs-to-join-endeavors-global-network/
    why: Co-founder and public spokesperson on restaurant supply.

keywords

  • restaurant food supplier Lagos
  • bulk food suppliers Abuja
  • restaurant ingredient delivery Nigeria
  • wholesale food procurement Lagos
  • restaurant inventory credit
  • buy cooking oil bulk Lagos

voice

  • Straightforward
  • Service oriented
  • Price conscious

signals

  • text: A Lagos or Abuja restaurant is opening another location or increasing recurring ingredient orders.
  • text: A food operator seeks delivery and consolidated procurement to reduce market trips.

stack

  • WhatsApp

pricing

model: unknown

motion

hybrid

channels

  • WhatsApp
  • SEO
  • restaurant referrals
  • industry press

confidence

medium

Founders

  • name: Tunde Kara
    title: Founder
    role: Founder
    bio: Tunde grew up on a farm. He has extensive experience, building brands and leveraging technology to solve problems for businesses in Africa. He has worked with and run projects for global brands present in the African market - Samsung, Coca-Cola, Google & General Electric. His current focus: Africa's restaurants and other retailers. Tunde leads the team at Vendease - Africa's online marketplace, connecting restaurants and other retailers, directly to supplies from farms.
  • name: Gatumi Aliyu
    title: Founder
    role: Founder
    bio: Chief Product officer Vendease (YC W21), Co Founder/Ex Chief Product Officer 54gene (YC W19)
  • name: Olumide Fayankin
    title: Founder
    role: Founder
    bio: Chief Operations Officer at Vendease
  • name: Wale Oyepeju
    title: Founder
    role: Founder
    bio: Wale grew up in the busy part of Lagos called Ikeja. An award-winning technology professional with 13 years of experience delivering pioneer technology projects in Sub-Saharan Africa. He has successfully delivered projects like MTN Nigeria Global Virtual Top-Up, Sony Who Wants To Be A Millionaire Multimedia Studio in Lekki and Facebook/Android mobile app. Wale leads the technical team at Vendease - the Instacart for food businesses in Africa.

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