Kenya is set to earn a full middle class status in 2030 as forecasted in the country’s development blueprint. Currently, 45% of the total population, a whopping 20 million Kenyans are already categorised as middle class by the Kenya National Bureau of statistics with an average annual growth of 5%.
The increasing urbanization and ballooning middle class with its busy life schedules has become a rare blessing to the online food ordering business. Hellofood an online food ordering website in Kenya that lists over 270 restaurants on its online marketplace platform in Nairobi and Mombasa has seen its food orders from offices increase to 70% in 2016 as more and more office workers avoid going outside for food.
“Most offices in Nairobi and Mombasa are fast paced leaving little or no time to step outside for a meal, we have noticed a shift to group orders where 2-10 employees of a company make an order under one account to save on delivery fees. Currently office orders account for 70% and the number is rising.”
In addition to the growing middle class that the company banks on, high mobile and internet penetration is also a major contributor to the growth.
“Most of our orders come in between 9 A.M and 1 P.M as customers order lunch, there is then a low peak until 3 pm – 10:30 PM when supper orders come in. Most corporate customers are between the ages of 19 and 35 with mobile orders accounting for 65% of the total orders made on Hellofood thanks to a young tech savvy middle class generation.
The increasing urbanization and ballooning middle class with its busy life schedules has become a rare blessing to the online food ordering business. Hellofood an online food ordering website in Kenya that lists over 270 restaurants on its online marketplace platform in Nairobi and Mombasa has seen its food orders from offices increase to 70% in 2016 as more and more office workers avoid going outside for food.
“Most offices in Nairobi and Mombasa are fast paced leaving little or no time to step outside for a meal, we have noticed a shift to group orders where 2-10 employees of a company make an order under one account to save on delivery fees. Currently office orders account for 70% and the number is rising.”
In addition to the growing middle class that the company banks on, high mobile and internet penetration is also a major contributor to the growth.
“Most of our orders come in between 9 A.M and 1 P.M as customers order lunch, there is then a low peak until 3 pm – 10:30 PM when supper orders come in. Most corporate customers are between the ages of 19 and 35 with mobile orders accounting for 65% of the total orders made on Hellofood thanks to a young tech savvy middle class generation.
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