Swoop, a fast-growing food delivery platform, has launched a merchant growth programme aimed at helping independent food businesses in Lagos expand their customer base, improve sales and build more sustainable operations, as competition and rising operating costs continue to challenge small businesses in Nigeria’s food sector.
The initiative, known as Swoop Legends, will begin with an eight-week pilot involving five food merchants, including Freaks and Fabulous Eats, an independent food business founded by entrepreneur Adesunloye Ebenezer Adeola.
The programme marks a development in Swoop’s approach to merchant partnerships, moving beyond providing a digital marketplace for food vendors to offering dedicated commercial support, marketing investment and business performance insights designed to accelerate their growth.
Freaks and Fabulous Eats, which started with less than ₦20,000 in Anthony Village, Lagos, showcases the growth potential of independent food businesses that have built their customer bases through product quality, personal recommendations and digital channels.
Adeola began the business by selling shawarma and small chops to neighbours, initially relying on WhatsApp orders and word-of-mouth referrals. An early breakthrough came at the Anthony Village Community Fair, where the business sold all 50 packs prepared for the event within a day.
The milestone encouraged Adeola to pursue the business as a commercial venture rather than a side activity.
With an expanding customer base supported by Instagram, WhatsApp catalogues and digital payments, daily orders grew from approximately five to more than 30. The business subsequently expanded into corporate lunch deliveries, private events and catering, and now fulfils more than 100 orders weekly through Swoop.
“That was the day I realised this could be more than a hobby. I started small, selling to people around me, but I knew I wanted to build something bigger. Every order was an opportunity to prove ourselves, earn a customer’s trust and get someone to come back,” Adeola said.
Small food businesses in Lagos face a range of operational challenges beyond customer acquisition, including limited access to capital, rising input costs, unreliable electricity supply and traffic-related delivery disruptions. These pressures can erode margins, constrain capacity and complicate expansion.
Swoop’s new programme seeks to address some of these challenges by equipping independent merchants with commercial support, marketing resources and performance insights to strengthen their operations and unlock growth opportunities.
“Lagos is full of incredibly talented food entrepreneurs who have built remarkable businesses through hard work, creativity and determination. But even the best businesses need the right opportunities to grow,” said Steven Osiegbu, account management lead at Swoop.
“With Swoop Legends, we want to go beyond providing a platform for merchants to sell their food. We want to work closely with them, understand their ambitions and provide meaningful support to help them build businesses that can thrive,” he added.
Under the programme, selected merchants will receive dedicated account management, marketing materials, promotional support, increased visibility within the Swoop application and weekly performance reports. The reports are expected to help businesses monitor sales trends, identify growth opportunities and make more informed commercial decisions.
The initiative also introduces a four-tier rewards structure comprising Hidden Gem, Rising Star, Local Favourite and Swoop Legend. Merchants can progress through the levels based on performance and completed-order milestones, unlocking additional benefits as they advance.
These include commission rebates, promotional co-funding, dedicated advertising and priority placement within the platform. Eligible businesses may also be considered for working-capital or growth financing, subject to individual assessment and approval.
The initial pilot will include Freaks and Fabulous Eats, two existing Swoop merchants and two newly acquired businesses. Swoop said it would work directly with each participant to identify growth opportunities, attract new customers and improve sales through targeted marketing and dedicated commercial support.
The programme will also incorporate Local Legends, a storytelling initiative through which Swoop plans to showcase the entrepreneurs, experiences and achievements behind independent food brands.
Freaks and Fabulous Eats will be the first business featured under the initiative, reflecting its selection as the programme’s founding Swoop Legend.
“People remember how your food tastes, how it looks and how you treat them when something goes wrong. We have learnt that you must be consistent, respond quickly, deliver when you promise and take responsibility when you make a mistake,” Adeola said.
The entrepreneur described the recognition as an opportunity to represent other emerging Nigerian food businesses built with limited resources.
“Being a Swoop Legend is not just an award; it is a responsibility. It means our hard work, consistency and the love our customers have shown us are being recognised. It also means representing other young Nigerian food entrepreneurs who started with very little but are determined to build something meaningful,” Adeola added.
Swoop said participating businesses would be identified through direct engagement with its account management team, referrals and a dedicated application process. The programme is intended for independent restaurants, emerging food brands and other promising food businesses seeking to expand their market reach and strengthen their operations.
Customers will be able to discover participating businesses through the Swoop app and its WhatsApp ordering channel, providing another route for independent merchants to reach consumers beyond their immediate neighbourhoods.
