By Kingsley Samuel
Food delivery platform Swoop has launched a programme to support independent food businesses in Lagos with marketing, customer reach and operational growth.
The initiative, Swoop Legends, will begin with an eight-week pilot involving five merchants, including Freaks and Fabulous Eats, two existing Swoop merchants and two newly acquired businesses.
The programme is designed to help participating businesses attract new customers and increase sales through targeted marketing, greater visibility and dedicated commercial support. Swoop will also share performance insights with merchants to help them identify what is driving growth and improve their approach.
Founder of Freaks and Fabulous Eats, Adeola Ebenezer Adeola, said rising ingredient costs, limited access to capital, traffic congestion and electricity disruptions continued to put pressure on food businesses.
He said the challenges had become more pronounced as the business expanded into corporate catering and began handling larger orders, making consistent quality and reliable delivery increasingly important.
“People remember how your food tastes, how it looks and how you treat them when something goes wrong,” Adeola said.
“We have learnt that you must be consistent, respond quickly, deliver when you promise and take responsibility when you make a mistake.”
Adeola, whose business began with less than ₦20,000 and orders taken through WhatsApp, said being named a Swoop Legend carried both recognition and responsibility.
“Being a Swoop Legend is not just an award; it is a responsibility,” he said.
“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.”
As the programme’s founding Swoop Legend, Freaks and Fabulous Eats will also be featured through Local Legends, a storytelling initiative celebrating the entrepreneurs and experiences behind Lagos’ independent food brands.
Swoop said the programme would target independent restaurants, emerging food brands and other promising food businesses seeking to expand their reach and strengthen their operations.
Merchants may be selected through direct engagement with Swoop’s account management team, referrals or a dedicated application process.
Customers will be able to find participating businesses through the Swoop app and its WhatsApp ordering channel, giving them access to local food brands and the people behind them.
Swoop said the initiative reflected its wider commitment to supporting entrepreneurs who contribute to Lagos’ food culture, combining technology, marketing investment and hands-on business support to help local businesses build sustainable operations.
