Ghana Witnesses the Debut of Chowdeck, Offering Incentives for Both Customers and Drivers
After making waves in Nigeria, the tech-driven delivery platform Chowdeck has expanded its operations to Ghana, specifically in the bustling city of Accra. This marks the company's first step in a pan-African expansion, with the aim of building infrastructure for commerce and convenience across the continent.
Chowdeck's entry into Ghana comes with a host of offerings designed to cater to both consumers and businesses. The platform allows customers to order food, groceries, and household items, with an average delivery time of just 30 minutes. To sweeten the deal, new customers are offered GHS10 off their first and second orders via referrals, and can enjoy unlimited 25% discounts on their orders.
For the customers, Chowdeck has introduced the ChowScore loyalty program. This initiative provides free delivery and discounts, aiming to foster customer retention. The referral discounts, on the other hand, are designed to encourage word-of-mouth marketing and growth.
Riders, too, are not left out. They can receive loans up to GHS1,000 based on their activity levels. Moreover, Chowdeck offers ongoing training sessions to maintain service quality, and riders can participate in the Rider Games, a performance-based reward system with cash bonuses. This initiative is geared towards boosting rider performance and engagement locally.
Operationally, Chowdeck's Ghana expansion involves deploying dark stores—local micro-fulfillment centers—to maintain fast deliveries. The company has also integrated technology from its acquisition of Mira, a point-of-sale platform, enhancing merchant tools and customer experience. The strategy is to quickly break even in new markets by combining local market insight and hyperlocal logistics.
Henry Whyte, the ex-Bolt Ghana ops head, has been tapped to lead local operations at Chowdeck Ghana. He stated, "We're here to raise the bar, supporting merchants, empowering consumers, and creating well-paid jobs." Femi Aluko, the CEO of Chowdeck, added, "This expansion is more than just growth - it's about building infrastructure for commerce and convenience across the continent."
Chowdeck currently operates in various Accra neighborhoods, including Osu, Cantonments, Labone, Airport, Dzorwulu, East Legon, Madina, Adenta, Oyarifa, and Abokobi. The company plans to open 40 dark stores by the end of 2025 and 500 by 2026, with the goal of reducing delivery times to 20 minutes or less.
This expansion is backed by a $9 million Series A funding round aimed at scaling rapid delivery services and efficient logistics across Nigeria and Ghana. With digital transactions in Ghana projected to hit $2.35B by 2025, and 87% of consumers accessing food delivery via mobile, the stage is set for Chowdeck's success in Ghana.
In summary:
- Customer rewards: ChowScore loyalty program and referral discounts.
- Rider training: Localized rider training plus "Rider Games" incentives.
- Operations in Accra: Dark stores for ultra-fast delivery, leveraging tech (Mira) and local logistics hubs.
As Chowdeck settles into its new Ghanaian home, it promises to bring quick commerce, customer rewards, and job opportunities to Accra, setting the stage for a convenient and efficient digital economy.
- Chowdeck's operations in Ghana have extended beyond food and drink, offering a range of services in lifestyle, finance, and business, such as fast delivery of groceries, household items, and opportunities for riders to secure loans.
- The company's entry in Ghana also includes technological advancements, integrating point-of-sale platforms to enhance merchant tools and customer experience.
- With the aim of creating a pan-African digital economy, Chowdeck has plans to expand in Ghana, opening multiple dark stores and aiming to reduce delivery times in the food-and-drink industry.
