# PAMP Food Marketplace PAMP Food Marketplace is the food delivery subsidiary of the Food & Hospitality Division, operating as a comprehensive food ordering and delivery platform across PAMP's 7 Wave-1 African markets. The platform connects consumers with restaurants, fast-food chains, street food vendors, and independent kitchens through a mobile-first application, enabling on-demand food delivery, scheduled orders, and pickup options. PAMP Food Marketplace integrates natively with PAMP Pay for seamless cashless transactions, PAMP Wallet for loyalty rewards, and PAMP CloudKitchen Network for delivery-only restaurant brands. Unlike global food delivery platforms, PAMP Food Marketplace is purpose-built for African food ecosystems: supporting informal street food vendors alongside formal restaurants, accommodating cash-on-delivery (critical in low card-penetration markets), and leveraging PAMP Last-Mile Delivery's shared driver network for cost-efficient fulfillment. ## Business Model PAMP Food Marketplace operates a **commission-based marketplace model** with multiple revenue streams: - **Restaurant Commission**: 15–30% commission on each order, tiered by restaurant size and exclusivity agreements - **Delivery Fees**: Variable delivery charges based on distance, demand, and delivery speed (standard vs. express) - **Promoted Listings**: Restaurants pay for premium placement in search results and category pages - **Subscription (PAMP Food+)**: Monthly consumer subscription ($3–5/month) offering free delivery, exclusive discounts, and priority support - **White-Label Ordering**: SaaS fee for restaurants wanting branded ordering pages powered by PAMP infrastructure - **Data & Insights**: Anonymized consumer behavior and demand data feeds to PAMP Big Data Cloud for trend analysis and vendor optimization (PWA)"] WEB["Web Ordering"] USSD["USSD Ordering
(Feature Phones)"] end subgraph "PAMP Food Marketplace Platform" CATALOG["Restaurant &
Menu Catalog"] ORDER["Order Management"] MATCH["Delivery Matching"] PAY_INT["Payment Processing
(via PAMP Pay)"] TRACK["Real-Time Tracking"] end subgraph "Supply Side" REST["Restaurants"] STREET["Street Food Vendors"] CLOUD["CloudKitchen Brands"] end subgraph "Delivery Network" MOTO["Motorcycle Couriers"] BIKE["Bicycle Couriers"] WALK["Walking Couriers"] end APP --> CATALOG WEB --> CATALOG USSD --> ORDER CATALOG --> ORDER ORDER --> PAY_INT ORDER --> MATCH MATCH --> TRACK REST --> CATALOG STREET --> CATALOG CLOUD --> CATALOG MATCH --> MOTO MATCH --> BIKE MATCH --> WALK style ORDER fill:#f59e0b,stroke:#d97706,color:#fff style PAY_INT fill:#10b981,stroke:#059669,color:#fff style TRACK fill:#3b82f6,stroke:#2563eb,color:#fff `} /> ## Total Addressable Market (TAM) Africa's food delivery market is growing rapidly, driven by urbanization, rising smartphone penetration, a young population, and increasing demand for convenience. The informal food sector (street food) represents a massive untapped opportunity that global platforms have largely ignored. ## Pricing Structure **Promotional Pricing**: New market launches include 50% delivery fee subsidies for the first 90 days and zero-commission onboarding for the first 30 days to accelerate vendor and consumer acquisition. ## Operating Model PAMP Food Marketplace operates an **asset-light marketplace model** leveraging shared infrastructure across the PAMP ecosystem: - **Technology**: React Native consumer app (iOS/Android), vendor tablet app for order management, admin dashboard for operations - **Menu Management**: Self-service vendor portal for menu creation, pricing, availability, and photo uploads with AI-powered menu optimization suggestions - **Order Routing**: Intelligent order assignment based on vendor prep time, courier proximity, delivery distance, and real-time demand - **Delivery Network**: Shared courier pool with PAMP Last-Mile Delivery — motorcycle, bicycle, and walking couriers depending on distance and order size - **Payments**: All orders processed through PAMP Pay — card, EFT, mobile money, PAMP Wallet, and cash-on-delivery (with courier cash reconciliation) - **Vendor Onboarding**: Health and safety verification, menu quality review, food handling certification check, and tablet provisioning - **Quality Assurance**: Consumer ratings, order accuracy tracking, delivery time monitoring, and automated vendor scoring >App: Browse menu & place order App->>Platform: Submit order Platform->>Pay: Pre-authorize payment Pay-->>Platform: Payment authorized Platform->>Vendor: Send order (tablet notification) Vendor->>Platform: Accept & confirm prep time Platform->>Platform: Assign courier (proximity + ETA) Platform->>Courier: Dispatch to vendor Platform->>App: Order confirmed (ETA) Vendor->>Platform: Order ready for pickup Courier->>Vendor: Collect order Courier->>Platform: En route to consumer Platform->>App: Real-time tracking Courier->>Consumer: Deliver order Courier->>Platform: Delivery confirmed Platform->>Pay: Capture payment Pay-->>Platform: Payment captured Platform->>App: Receipt & rating prompt `} /> ## Regulatory Notes | Market | Regulatory Body | Key Requirements | |--------|----------------|------------------| | South Africa | DoH, NRCS | Food safety regulations (R638), health certificates for food handlers, municipal health inspections, POPIA data compliance | | Nigeria | NAFDAC, SON | Food safety standards, NAFDAC registration for packaged foods, state-level food vendor licensing, NDPR data protection | | Kenya | KEBS, Public Health | Food hygiene regulations, county health permits, KEBS standards for food handling, Data Protection Act compliance | | Morocco | ONSSA | Food safety authority (ONSSA) compliance, hygiene certifications, restaurant licensing, data protection law (09-08) | | DRC | Ministry of Health | Food safety inspections, vendor health certificates, limited digital food delivery regulation | | Senegal | Ministry of Commerce | Food hygiene standards, vendor licensing, ECOWAS food safety harmonization, APDP data protection | | Ghana | FDA Ghana, GSA | Food and Drugs Authority registration, food hygiene certificates, Ghana Standards Authority compliance | **Food Safety**: All vendors must provide valid food handling certificates. PAMP Food Marketplace conducts periodic hygiene audits and maintains a vendor compliance score visible to consumers. ## SWOT Analysis ## Competitive Positioning **Key Differentiator**: PAMP Food Marketplace's competitive advantage lies in **inclusive food ecosystem coverage** — from formal restaurants to informal street food vendors, powered by shared delivery infrastructure, CloudKitchen integration, and ecosystem-wide wallet rewards that drive cross-subsidiary engagement. ## KPI Dashboard