Eden Life QSR Experiment Faces Challenges Amidst Overwhelming Response

On Friday, July 28, Eden Life launched a one-hour promotion offering customers the chance to purchase any meal from its QSR, Homemade by Eden Life, for just N1,000. The move was a strategic push to expand its reach and generate much-needed publicity for the recently launched start-up.

Anticipation for the affordable meals drove a massive influx of orders as many Nigerians flooded the start-up’s website. While the company gained significant attention, the experiment seemed to have resulted in potential losses. Earlier today, Eden Life posted an update on their social media pages, acknowledging reports of late deliveries and spoiled food. The company confessed that they had expected a maximum of 400 orders but received over 2,000, overwhelming their capacity to deliver on time.

Eden Life’s Update On Deliveries

In response to the situation, Eden Life has extended delivery days to Monday and has managed to fulfill 76% of the orders. They assured customers that they will complete all remaining deliveries by Monday and are offering refunds to those who opt for it.

Eden Life’s Initial Marketing Strategy

Since its launch in April 2019, Eden Life utilized a regular subscription model with pricing ranging from N23,000 ($63.6) to N76,000 ($210), covering home management for busy individuals for the month.

Due to economic conditions in the country, the subscription fee was increased to a range of N15,000–N150,000 monthly. This positionedEden Life positions its QSR offerings as competitively priced, comparable to popular mass-market options like Chicken Republic or The Place. the company as serving the upper echelon of the Nigerian working class. This price hike remained a significant barrier to entry for many potential customers.

Eden Life justified the increase by emphasizing the quality of meals and services provided by chefs and experts. Nevertheless, the battle with inflation over the past seven years posed a threat to the start-up’s goals.

With Nigeria’s inflation rate reaching a near 18-year high of 22.41%, the company’s key target audience, the young working class, faced challenges, leading to some choosing to leave the country in response to the “Japa” wave.

Eden Life positions its QSR offerings as competitively priced, comparable to popular mass-market options like Chicken Republic or The Place.

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