Jumia Food, a unit of New York-listed e-commerce platform Jumia Technologies, is offering cheaper menu options in its African home market to attract lower-income earners
NAIROBI - Jumia Food, a unit of New York-listed e-commerce platform Jumia Technologies is offering cheaper menu options in its African home market to attract lower income earners as it seeks to boost growth, the delivery company said.
When it launched in 2012, Jumia Food focused on the middle class who could afford internet access but growing smartphone use and plummeting data costs are opening up the market to lower income earners. The platform’s 2019 strategy includes working with restaurants to offer relatively cheaper meals of a maximum of 300 Kenyan shillings . This compared with food prices of 350-600 shillings previously, the company said.Jumia follows Uber, which introduced a low-cost, quick-trip option called Chap Chap to users in Kenya in 2018 and has added a motorcycle service in Uganda and rickshaws in Tanzania.
It is betting that as the African middle class grows — people who average daily spending of between $2 to $20 according to the African Development Bank — demand for online services will increase.
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