In a move to strengthen Lagos’ growing food entrepreneurship ecosystem, food delivery platform Swoop has launched Swoop Legends, an initiative designed to support independent food businesses through increased visibility, marketing assistance, business development opportunities and access to new customers.

The programme seeks to address some of the challenges confronting small food businesses, particularly limited access to capital, rising operational costs and difficulties expanding beyond their immediate communities.

For Adesunloye Ebenezer Adeola, founder of Freaks and Fabulous Eats, the journey into food entrepreneurship began with less than ₦20,000, selling shawarma and small chops to neighbours in Anthony Village, Lagos.

What started with a few WhatsApp orders and recommendations from satisfied customers has evolved into a growing food business, now fulfilling more than 100 orders weekly through the Swoop platform.

Adeola recalled that a major turning point came during the Anthony Village Community Fair, where all 50 packs of food prepared for the event sold out in one day.

“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.

With the introduction of digital payment options, an Instagram presence and a WhatsApp catalogue, the business gradually expanded, growing from approximately five daily orders to more than 30 at one stage. This opened opportunities in corporate lunch deliveries, private events and catering services.

Recognising the potential of such businesses, Swoop said the Legends initiative would provide structured support to promising food entrepreneurs, helping them improve their operations, attract customers and achieve sustainable growth.

Speaking on the initiative, Swoop’s Account Management Lead, Steven Osiegbu, said Lagos was home to talented food entrepreneurs whose creativity and determination deserved greater investment and support.

“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.

“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 said.

Under the programme, selected merchants will benefit from dedicated account management, promotional campaigns, marketing materials, increased visibility on the Swoop application and weekly performance reports to support informed business decisions.

The initiative also introduces a four-tier recognition and rewards system comprising Hidden Gem, Rising Star, Local Favourite and Swoop Legend.

Participating businesses will advance through these categories based on performance and completed-order milestones, unlocking benefits such as commission rebates, promotional funding support, advertising opportunities and priority placement on the platform.

Eligible merchants may also be considered for working-capital or business expansion financing, subject to assessment and approval.

According to the company, the objective is to move beyond conventional food delivery services by establishing partnerships that contribute directly to the commercial growth and long-term sustainability of independent food businesses.

Despite the progress recorded by Freaks and Fabulous Eats, Adeola acknowledged that operating a food business in Lagos remained challenging, citing rising ingredient prices, inadequate capital, traffic congestion and unreliable electricity supply.

Maintaining consistent food quality and meeting delivery expectations, particularly as the business expands into corporate catering and larger orders, also require constant attention.

“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.

As the founding Swoop Legend, Freaks and Fabulous Eats will be among the first businesses profiled under Local Legends, a storytelling initiative designed to spotlight the people, experiences and entrepreneurial journeys behind independent food brands in Lagos.

Describing the recognition as both an achievement and a responsibility, Adeola said it affirmed the resilience of young entrepreneurs building businesses from modest beginnings.

“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 disclosed that the initiative would commence with an eight-week pilot involving five merchants, including Freaks and Fabulous Eats, two existing merchants on its platform and two newly recruited businesses.

During the pilot, participating businesses will receive targeted marketing support, commercial guidance and performance insights aimed at improving sales, customer acquisition and operational efficiency.

The company explained that the pilot would also provide an opportunity to assess the effectiveness of its support model and identify areas for improvement before any wider expansion.

Independent restaurants, emerging food brands and other promising food enterprises may be considered for participation through direct engagement with Swoop’s account management team, referrals or a dedicated application process.

Customers will also be able to discover and patronise participating businesses through the Swoop application and its WhatsApp ordering channel.

The company said the initiative forms part of its broader commitment to strengthening Lagos’ food business ecosystem by combining technology, business intelligence, marketing investment and direct merchant support to help local entrepreneurs build competitive and sustainable enterprises.