Paul ADEPOJU

I recently interviewed Joe Falter, the Founder and CEO of Hellofood exclusively for HumanIPO. During the interview, he described how the company which currently has more than 50 restaurants is making it possible for people to order food online in Nigeria. This is the full interview, enjoy. 

Paul Adepoju: The first thing that came to my mind after checking your profile on LinkedIn was “what caught the interest of this London School of Economics and Political Science graduate in African foods”? So I’m asking, "How did you come about African food in the first place, and how did you realize it is something you can build a good business on?"

Joe Falter: All over the world, people order food from restaurants online, saving time and expanding their food options. In Nigeria, and much of Africa, this was not possible until Hellofood arrived on the scene. Nigeria is an example of a huge market with very high internet penetration and a population that seeks out new technology, but which has very limited e-commerce options. That’s why I wanted to come out to Lagos – because I feel there’s a huge untapped opportunity here and in Hellofood’s 5 other African markets.

Paul: From the website, I could see that you operate in various African countries. How and where did you start from?

Joe: We started in Lagos, but very quickly launched Morocco, with Senegal, Kenya, Ghana, and Ivory Coast joining within 2 months.

Paul: Where have you extended your services to, and which other African nations are you covering soon?

Joe: Our goal is to be the first place people think of when they’re hungry – across the continent. So our goal is to be operational in literally every large city in Africa, and we have an aggressive expansion plan to match that goal.

Paul: You’ve been operating in Africa for some time now. How does the online food business vary from one African country to another?

Joe: We operate in six incredibly different markets, but funnily enough, our business model is pretty similar in each one. What we’re doing is totally new to each market, so in each city we’re tempting people to do something in a different way to the status quo. And the way we do it is very simple and very uniform. Connect people to their favourite restaurants, and give them a platform that makes it fast, easy and even fun to order from them.

Paul: Which nation is currently your largest market?

Joe: Nigeria was our first market, and is our largest at the moment, but the other countries are catching up quickly. In Nigeria we have a very high order volume – people really get Hellofood here, and now we have launched iPhone and Android apps, and have a Blackberry app on the way too, it’s never been easier to order food.

Paul: Hellofood recently launched some apps for android devices. Can you briefly tell us about them?

Joe: We have Android and iPhone apps now. I actually find them even easier to use than our main webpage. Mobile is absolutely central to our strategy – the vast majority of Africans with internet access are getting it from their mobile devices, so it’s our mission to make it incredibly easy to use Hellofood from a smartphone. It literally takes 45 seconds to find a restaurant and order food from the app. And there’s no need to make a call – all of the hassle is managed by our customer service team.

Paul: What is the size of your workforce?

Joe: We have close to 65 employees across Africa and in Europe. All but two of our employees in Africa are local nationals, and I’m very proud of that.

Paul: You’ve worked with several internationally acclaimed corporate organizations such as Rocket Internet GmbH, Cogn8, McKinsey & Company. What gave you the confidence to leave their fat pays (I guess) and decide to venture into food business in Africa?

Joe: Africa is the most exciting e-commerce market in the world, and the internet opportunities out here are  very attractive. I’m very grateful for the experience I’ve gained at fantastic organisations, but I’m very excited to be a part of the growth story of African e-commerce. It’s not a question of ‘if’ this market will explode, it’s a question of ‘when’ and ‘who’. In my opinion the time is now.

Paul: Briefly, how do I get food on my table using Hellofood?

Joe: Very simple. Click on www.hellofood.com, or access one of our mobile apps. Tell us which area you’re in, and the site then shows you all of the restaurants that will deliver to you in that area. You select the food you want from the menu that is already displayed on our site, and we take it from there. We work with the restaurant to get food delivered to homes and offices, and can also organize corporate catering for meetings and events.

Paul: Who does the cooking? The apps or real people?

Joe: The restaurants! It’s exactly the same as if you ordered directly from the restaurant, just much much easier, and with much greater selection.

Paul: I know you’ll say your prices are affordable, but you will agree with me that your services will cost more than what local eateries and restaurants charge. But comparatively, how will you rate your costs, and which demography is your target clientele?

Joe: For this to work, we need to have something for everyone. We have well over 150 restaurants in Lagos, ranging from the trendiest spots, to the local buka serving cheap Nigerian food. Also, it’s never more expensive to order from Hellofood than it is to order from the restaurant directly, so I have to disagree with you – it’s the same price as going to your local eatery, because as a Hellofood customer you are going to your local eatery, you’re just ordering online.

Paul: What are your operating hours, how long does it take between the time I order and when my order arrives? And What are the challenges you are facing in the various countries where you currently offer your services?

Joe: We’re open from 10am to 10pm, and delivery times range from 20 minutes upwards, depending on your location.

Paul: What is your goal for 2013 with Hellofood?

Joe: I want to be in many more markets, and I want us to be the first port of call for anyone who’s feeling puckish at home or in the office.

Paul: Since you are into African food business, which is your favorite delicacy?

Joe: Where do I start?! I have really warmed to Nigerian food, it’s very tasty. Ofada stew, Moin Moin, even just classic chicken rice and plantain – I eat it pretty much every day.

Paul: If I order any of them, will I get discount?

Joe: Maybe, if you ask nicely ;)