Why GoLemon’s Chowdeck deal could quickly backfire
GoLemon’s partnership with Chowdeck promises faster delivery, but it may quietly hand over initiative, turning GoLemon from a destination into a supplier.
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This week, Chowdeck and GoLemon shook hands on a deal that both startups say “just makes sense.” And at first glance, it does. <br />
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GoLemon, a grocery delivery startup founded in 2024, built its business by selling bulk groceries at lower prices with scheduled delivery. Until recently, customers could receive orders about two days after purchase, a model that prioritised affordable prices and quality over speed. In late 2024, however, it began piloting next-day delivery in select areas.<br />
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Chowdeck, on the other hand, was created after its founder struggled to order food online, and that has shaped its approach to logistics. It specialises in ultra-fast delivery of meals and essentials — typically within 20 to 40 minutes — thanks to a growing network of riders and, more recently, dark stores.<br />
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Under this partnership, a selection of GoLemon products will be made available on Chowdeck, allowing customers who want faster delivery to simply add groceries to their Chowdeck cart and receive same-day or even under-hour delivery. Bulk purchases, on the other hand, continue with GoLemon. <br />
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And that’s where the trouble begins.<br />
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A mismatch in values?<br />
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In 2024, GoLemon CEO Yinka Adewuyi noted that a grocery delivery startup could choose any two of speed, price, or quality as its primary value proposition to users. <br />
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The combination for GoLemon is price and quality. For Chowdeck, the combination is speed and convenience, and that’s reflected in its daily order volumes and revenue model. In fact, for much of the first three years of operation, CEO Femi Aluko insisted that Chowdeck was not necessarily optimising for being a cheap delivery service, with its delivery fees frequently higher than that of competitors. <br />
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This clash in values is where GoLemon could soon see itself struggling. By making GoLemon products available within Chowdeck’s ecosystem, it is sending a message to customers. If you want your groceries fast, use Chowdeck; if you don’t mind waiting, use us.<br />
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That messa...
