Consistent with the revolution sweeping through the logistics industry in Nigeria today, a relatively new startup is not only redefining, but also charting a new course for food and convenience delivery business in the country.
The startup, known as Eat Up Nigeria, launched into the Nigerian food delivery market in 2021. It is a fast-growing tech startup that connects local restaurants with logistic personnel and consumers, delivering hot meals fast, fresh, and right to their doorstep.
Within this period, EatUp has distinguished itself and, according to its founders, what sets it apart from the ‘crowd’ is its technology and its mission to revolutionise how food businesses operate and grow in underserved communities across Africa.
“Amid rising inflation, policy uncertainty, and infrastructure gaps, EatUp Nigeria has not only remained operational, but it has also scaled,” the founders noted recently.
According to them, the startup has grown to a user-base of over 20,000, with 6,000 monthly active customers; over 25 restaurant partners, and more than ₦1.5 billion in processed transactions as of April 2025.
With over ₦300 million in total revenue, EatUp stands tall as a beacon of business resilience and innovation in a challenging environment.
Despite being bootstrapped, EatUp Nigeria has sustained 11 percent month-on-month growth, maintained a 23-percent annual revenue-to-profit ratio, and continues to process over 4,000 deliveries monthly, a feat made possible by its progressive product design and the sheer tenacity of its leadership team.
At the helm of EatUp Nigeria are three visionary co-founders who have been leading it with vision and execution, and have individually and collectively steered the company through the uncharted waters of Nigeria’s startup landscape.
Oletubo Oluwadamilare, CEO and Co-founder, is the strategic heartbeat of the company. His leadership blends product vision with operational rigour, ensuring EatUp scales without compromising on customer satisfaction. His deep understanding of startup dynamics and ability to inspire teams have been central to building a product that resonates with the market.
Emmanuel Adegoke, Co-founder and Business and Partnership Lead, brings unmatched energy to the brand’s business development and stakeholder engagement. His networking prowess and strategic partnerships have landed EatUp notable tech ecosystem interactions with players like Paystack, Moniepoint, Gig-Mile Ghana, KoraPay, and others. Emmanuel is a critical force behind EatUp’s growth model, constantly exploring and activating new expansion frontiers.
Biobaku Abiodun, Co-founder and CTO, anchors the technical architecture of the brand. Under his guidance, EatUp’s tech infrastructure has evolved to support seamless last-mile delivery, personalized ordering, and optimized restaurant logistics. He leads the development of EatUp’s progressive web app, which is currently being integrated to improve food order placement and vendor efficiency, set for full deployment by July 2025.
Together, this trio has not only kept the startup afloat during economic turbulence, but also made it thrive.
Together too, they have been delivering innovation at every turn, and taking EatUp’s model beyond food delivery. “We are building an integrated ecosystem where restaurants, riders, and consumers interact seamlessly.
The upcoming tech suite for restaurant partners, featuring smart POS systems and online booking tools, is a strategic leap forward, empowering independent restaurants to streamline operations and digitize customer interactions.
This is EatUp’s bold attempt to modernize the back-of-house experience and redefine how the food service value chain operates in regional markets,” Oluwadamilare explained.
Looking ahead, EatUp is scaling purposefully and growing sustainably. Its roadmap is ambitious, yet grounded in clear execution strategies. From its base in Abeokuta, Ogun State, the startup is considering expansion into Ilorin and Ibadan, two vibrant consumer markets it says are “ripe for disruption.”
The company is also planning to launch beta products for delivery personnel and vendors, completing the ecosystem experience beyond the consumer-facing app.
Oluwadamilare disclosed that commencement of the Food Business Enterprise Development Initiative is on course, and it is aimed at offering business support and scalability tools for restaurant partners.
He added that they are introducing eco-friendly logistics via electric delivery vehicles, contributing to Nigeria’s environmental sustainability goals, while continuous refinement of business models to enhance profitability, operational efficiency, and social impact are also on course.
“In a country where many startups buckle under pressure, EatUp Nigeria has remained resilient, scalable, and deeply committed to impact. The brand isn’t just changing how food is delivered, but also changing how small businesses grow, how technology is localized, and how African startups can scale with purpose,” the CEO enthused.
