Whether it is a tech-driven global giant or a homegrown kitchen using WhatsApp to take orders, the battle for Kenya’s food delivery supremacy is just getting started…

Kenya’s food delivery industry has become a fierce battleground where local kitchens go head-to-head with global giants.

Platforms like Glovo, Uber Eats, Jumia Food, and Bolt Food dominate the scene, but local vendors and homegrown delivery options are proving surprisingly resilient.

With the convenience of ordering meals growing in urban centers like Nairobi, Mombasa, and Kisumu, the question is whether Kenyan-owned ventures can truly thrive or if the future of food delivery belongs to international platforms.

The Competition Authority of Kenya (CAK) recently estimated that the country’s online food delivery market was valued at Sh13.3 billion in 2023 and is projected to grow by 19 per cent annually. Heavyweights like Glovo command 33 per cent of this market, followed by Jumia Food with 23 per cent and Uber Eats at 21 per cent. Their success? A combination of sleek technology, vast logistics networks, and strategic partnerships with popular restaurants.

But local food vendors aren’t backing down. In fact, they’re carving out their share of this lucrative pie by tapping into WhatsApp, Instagram, and even good old-fashioned phone orders. Without the burden of paying hefty commissions to global platforms, they’re building strong customer relationships through affordability, personalisation, and a taste of homegrown Kenyan flavors.

“We know our customers by name and even tweak our recipes to suit their tastes,” says Caroline Mwende, who runs a buzzing home-based kitchen in Kilimani. Her secret? Personalised service and unique dishes that big platforms can’t replicate.

Instead of outsourcing delivery to expensive third-party platforms, local vendors are partnering with trusted boda boda riders for quick and affordable delivery. This grassroots approach has helped them stay competitive against the tech-backed global giants.

Price, however, remains a crucial battleground. Global platforms generally charge delivery fees ranging from Sh100 to Sh250, making them more attractive in densely populated urban areas. In contrast, local kitchens charge between Sh300 and Sh400, depending on distance and transport mode. But what they lack in price advantage, they make up for in personal touch and authentic Kenyan flavors.

From early morning mandazis to fresh githeri bowls delivered with a smile, local vendors offer a sense of familiarity and tradition that international platforms can’t match.

Still, it’s a tough fight. Global platforms have deeper pockets, enabling them to flood social media with ads and offer irresistible discounts. Meanwhile, local vendors rely heavily on word-of-mouth and customer loyalty. Despite this, a shift in consumer behaviour suggests that Kenyans are increasingly drawn to supporting homegrown businesses, driven by a desire for authentic meals and a sense of community.

“Customers come to us for the personal touch and authentic flavours, even though we don’t have the deep discounts the big players offer,” Caroline notes.

Interestingly, international platforms have taken notice. Bolt Food has started featuring smaller, independent eateries on its app, acknowledging the growing demand for localised options. This collaboration between global platforms and local vendors could lead to a more inclusive and diverse food delivery ecosystem.

Glovo’s Regional Manager, Caroline Mutuku, emphasises the platform’s focus on affordability and inclusivity. “We’ve partnered with small Kenyan kitchens to give them visibility on a global scale, helping them grow alongside us. Our discounts and streamlined logistics allow us to reach more customers while keeping costs manageable for everyone,” she explains.

Yet, despite the growing popularity of local vendors, global platforms continue to dominate. Their cutting-edge apps, extensive reach, and ability to offer diverse cuisine options give them an undeniable edge. With companies like Glovo expanding their operations to smaller towns, they’re addressing logistical challenges that have long plagued local competitors.

But the fight is far from over. The Kenyan government’s support for e-commerce and digital innovation presents a golden opportunity for local kitchens to scale up. By investing in affordable delivery technology and forging partnerships with independent delivery services, homegrown vendors could significantly enhance their operational efficiency and customer experience.

With the online food delivery market projected to surpass Sh65.5 billion in 2024, there’s ample room for both global and local players to coexist. Local kitchens are proving that innovation doesn’t always require deep pockets or advanced technology—it often starts with understanding the needs of the people.

Kenyan-owned ventures are capitalising on this by creating personalised experiences and offering a taste of authentic Kenyan cuisine that resonates with the local market. They are tapping into nostalgia, tradition, and community loyalty—qualities that global platforms struggle to replicate.

Meanwhile, global giants aren’t resting on their laurels. They’re continuously innovating their platforms, offering faster delivery times, and leveraging AI-driven analytics to predict consumer behavior. Their ability to offer a wider variety of cuisines and seamless payment integrations keeps them relevant and attractive to tech-savvy urban customers.

Ultimately, the battle for Kenya’s food delivery market is shaping up to be an epic showdown of local flavor vs. global efficiency. While international platforms bring convenience, variety, and aggressive pricing strategies, local vendors are betting on authenticity, personalisation, and community connections.

In the end, it may not be a matter of who wins but how both sides adapt and coexist in a rapidly evolving digital marketplace. As Kenyans continue to embrace the convenience of food delivery, the industry’s future will be shaped by a delicate balance of innovation, tradition, and consumer loyalty.