It was François Rochefoucauld, an accomplished French moralist of the era of French Classical literature, who remarked, “To eat is a necessity, but to eat intelligently is an art.” He didn’t remember to add that the act of ensuring the food is appropriately delivered is an important task. The apt delivery of such service is what EatUp Nigeria is created for and to discharge. EatUp Nigeria is an interactive online food and convenience delivery service bridging the gap between food vendors and consumers by delivering happiness in a meal box to every doorstep anywhere. It is designed to reduce the hassles of eaters sourcing their favorite meal, relieve the vendors’ problem of transporting unhampered meals to consumers, elevate restaurants’ take-out dining experience, and ultimately tackle the problem of food inaccessibility in Nigeria. The passion and satisfaction that comes with delivering excellent services to their customers are captured in the submission of the Co-Founder and Head of Operations at EatUp Nigeria, Oluwadamilare Oletubo, when he remarked, “At our core is the passion to provide our customers with the purest form of happiness, presented in the latest and best food & convenience logistics products and services. With the achievement of our 50 thousandth delivery, we celebrate our growth, reiterate our promise, and appreciate our customers, local partners, driver-partners, and team for their support, trust, belief, hard work, and dedication to reinventing contactless convenience logistic service in Nigeria.” Since launching in southwestern Nigeria in 2020, EatUp has established 2 micro-fulfillment centers, built and currently serves a partnership network of over 16 food retailers comprising major restaurants, delivered to customers in over 40 different neighborhoods, and engaged hundreds of people directly and indirectly along the food logistics value chain. Given the busy nature of almost everyone, there has been nearly no time to cook and visit restaurants. Thus, there is a need for that gap to be filled up. In his speech delivered on the importance and the proliferation of restaurants and the fast-food joints of this world, one of the Founders and CEO of EatUp Nigeria, Folaji Jamiu said, “Shortly after online food orders became a thing in 1994, the online food delivery business in Africa has fast risen to become a renowned industry.” He continued: “Currently growing at an unprecedented rate of 17% annually, the joy of food entrepreneurs continues to spread all over, not only through the invention of reliable infrastructure solutions and more cost-effective business models, but also owing to the ever-increasing popularity and demand for fast food, convenience, quality out-of-restaurant dining experience, and value for money, especially among millennials in less-dense and poorly accessible regions.” He emphasized that their passion at Eatup Nigeria has been the satisfaction of those market needs by simplifying the Restaurant-to-Consumer Delivery segment of the market; and after two years of serving the Rock City of Abeokuta, they could not be more thrilled to be making their 50 thousandth delivery. The food delivery business in Nigeria is soaring, and more companies are expanding to cater to the business. However, for EatUp Nigeria and its counterparts like Jumia Food, Uber Eats, and Glovo to remain successful in such a stiff terrain, they would have to become more aggressive in their approach to providing a crucial service for restaurants and diners across the continent, making the sector a deep-dive for new entries. According to the chief business and product officer, Emmanuel Adegoke, of EatUp Nigeria, “The online marketplace has in no doubt influenced the foodservice sector in Nigeria, boosting local food sales for restaurants, and cultivating an unconventional feeding culture among new generations of middle-class foodies, thereby helping to fuel growth in the market. Conversely, at EatUp Nigeria, the online food delivery business has gone beyond food. It includes the promise, lifestyle, and community built around the service. We strive to not only expand our product offering outside food and other conveniences but also build a tightly knitted relationship with our users. Delivering happiness in meal boxes to over 50,000 doorsteps is a milestone that certainly sets us up for greater strides in the sector.” In line with its philosophy to satisfy its customers, its recent activity has included rolling out new offering categories in a series of promos to cater to different segments of users, expanding its operational style to adopt Ride-Along deliveries by private riders, among other innovative approaches. These moves help EatUp Nigeria to further understand the market, improve speed and quality of delivery, and refine its offerings to serve Nigeria. There are also plans to improve its tech infrastructure and expand the service to the anticipating customers in other western and north-central regions of Nigeria over the next few months. Choosing EatUp as the most preferred online food delivery service gives customers fast, seamless, and unlimited access to their favorite meals with a click. Cesar Chavez, an American labor leader and civil rights activist, said “If you really want to make a friend, go to someone’s house and eat with him…the people who give you their food give you their heart.” This saying has manifested in the service delivery of EatUp Nigeria as it does not only give you their heart while rendering their service(s) to you, they do it with every sense of diligence and passion. Overall, food is one and the most important basic amenities of life. It connects people on numerous and diverse levels; the nourishment of the body and soul; it’s true love and ensuring it is well delivered is the height of love.