Swoop Launches Merchant Growth Initiative for Independent Food Brands
Swoop has launched Swoop Legends, a growth programme designed to help independent food businesses in Lagos expand their customer base and strengthen their operations.
The delivery platform says the initiative will combine marketing support, performance insights and hands-on account management. Five merchants will take part in an initial eight-week pilot, including Freaks and Fabulous Eats, two existing Swoop merchants and two newly acquired businesses.
The programme is built around the growth story of Freaks and Fabulous Eats, founded by Adesunloye Ebenezer Adeola. Adeola started selling shawarma and small chops to neighbours in Anthony Village with less than ₦20,000. The business, which began with WhatsApp orders and word-of-mouth referrals, now fulfils more than 100 orders a week through Swoop.
An early milestone came at the Anthony Village Community Fair, where Adeola sold all 50 packs prepared for the event in one day. The business later expanded its reach through digital payments, Instagram and a WhatsApp catalogue. Daily orders grew from approximately five to more than 30, leading to corporate lunch deliveries, private events and catering opportunities across Lagos.
“That was the day I realised this could be more than a hobby,” Adeola recalled. “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.”
Swoop says Legends is intended to offer more than access to a delivery platform, supporting participating businesses as they pursue new customers and 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.”
Selected merchants will receive dedicated account management, marketing materials, promotional support, increased visibility in the Swoop app and weekly performance reports. The programme also includes four recognition tiers: Hidden Gem, Rising Star, Local Favourite and Swoop Legend. Benefits tied to performance and completed-order milestones may include commission rebates, promotional co-funding, dedicated advertising and priority app placement. Eligible merchants may also be considered for working-capital or growth financing, subject to individual assessment and approval.
For independent food businesses, expanding beyond an established local customer base can require investment, greater visibility and access to new customers. Adeola says Freaks and Fabulous Eats continues to face operational pressures from rising ingredient costs, limited access to capital, traffic congestion and electricity disruptions. As it takes on larger orders and corporate catering, consistent quality and reliable delivery have become increasingly important.
“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.
Freaks and Fabulous Eats will also be among the first businesses featured in Local Legends, a storytelling initiative highlighting the people and experiences behind Lagos’ independent food brands.
“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.
During the pilot, Swoop will work with each merchant to identify growth opportunities, reach new customers and increase sales through targeted marketing, improved visibility and commercial support. Regular performance insights will help the company and participating businesses assess what is driving growth and refine their approach.
The programme is intended for independent restaurants, emerging food brands and other food businesses seeking to expand their reach and strengthen operations. Merchants may be selected through Swoop’s account management team, referrals or a dedicated application process. Customers can discover participating businesses through the Swoop app and WhatsApp ordering channel.
Swoop says the programme forms part of its wider effort to support the entrepreneurs behind Lagos’ food culture through technology, marketing investment and business support.
