Swoop launches Legends to help Lagos food vendors with insights, visibility and freebies

Some of Lagos’ most exciting food businesses have humble beginnings. A home kitchen, a handful of customers, a recipe people keep coming back for and an entrepreneur determined to turn their passion into something bigger.

For Adesunloye Ebenezer Adeola, founder of Freaks and Fabulous Eats, that journey began with less than ₦20,000, selling shawarma and small chops to neighbours in Anthony Village. What started with WhatsApp orders and word-of-mouth recommendations has since grown into an independent food business, now fulfilling more than 100 orders every week through the food delivery platform Swoop.

The business reached an early turning point at the Anthony Village Community Fair, where Adeola sold all 50 packs prepared for the event in a single day. From there, the customer base steadily expanded, supported by digital payments, an Instagram presence and a WhatsApp catalogue. Daily orders grew from approximately five to more than 30, opening the door 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.”

It is this kind of entrepreneurial ambition that has inspired the launch of Swoop Legends, a new growth programme designed to champion Lagos’ independent food businesses and give promising entrepreneurs the tools, visibility and support they need to take their businesses further.

The initiative reflects Swoop’s belief that great food businesses deserve more than a place on a delivery app. Through Swoop Legends, the company is moving beyond connecting restaurants with customers to actively investing in their growth, helping independent merchants build stronger businesses and reach new opportunities.

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“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.”

Through the programme, selected merchants will receive dedicated account management, marketing materials, promotional support, increased visibility within the Swoop app and weekly performance reports to help them better understand their sales and identify opportunities for growth. The aim is to provide practical, ongoing support that goes beyond simply listing a restaurant and waiting for customers to discover it.

Swoop Legends also introduces a tiered rewards structure that recognises businesses as they grow. Participating merchants can progress through four levels: Hidden Gem, Rising Star, Local Favourite and Swoop Legend, with additional benefits linked to their performance and completed-order milestones. These include commission rebates, promotional co-funding, dedicated advertising and priority placement within the app. Eligible merchants may also be considered for working-capital or growth financing, subject to individual assessment and approval.

For independent food businesses, this support can make a meaningful difference. Many entrepreneurs have built loyal customer bases through the quality of their food and personal recommendations, but expanding beyond their immediate communities often requires additional investment, stronger visibility and better access to customers.

Adeola understands these challenges firsthand. Despite the growth of Freaks and Fabulous Eats, rising ingredient costs, limited access to capital, traffic congestion and electricity disruptions have continued to create operational pressures. As the business has expanded into corporate catering and larger orders, maintaining consistent quality and reliable delivery has 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.

As the founding Swoop Legend, Freaks and Fabulous Eats will also be among the first businesses featured through Local Legends, a storytelling initiative celebrating the entrepreneurs, experiences and achievements behind Lagos’ independent food brands.

Adeola Ebenezer

“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 Legends will launch with an initial eight-week pilot involving five merchants, including Freaks and Fabulous Eats, two existing Swoop merchants and two newly acquired businesses. Throughout the pilot, Swoop will work closely with each merchant to identify opportunities to grow their business, connect them with new customers and increase sales through targeted marketing, greater visibility and dedicated commercial support.

By combining these efforts with regular performance insights, Swoop and participating merchants will be able to understand what is driving growth, refine their approach and build a stronger foundation for long-term success.

The initiative is designed for independent restaurants, emerging food brands and other promising food businesses looking to expand their reach and strengthen their operations. Merchants may be selected through direct engagement with Swoop’s account management team, referrals or a dedicated application process.

Customers will also have an opportunity to discover and support participating Legends through the Swoop app and WhatsApp ordering channel, connecting them with independent food businesses and the people behind them.

For Swoop, Legends represents a broader commitment to the entrepreneurs who contribute to Lagos’ vibrant food culture. By combining technology, marketing investment and hands-on business support, the company aims to help more local food businesses build sustainable operations, reach new customers and realise their growth ambitions.