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Online food ordering business fast making ground

STAFF REPORT KHI: Where the launch of 3G-4G in Pakistan would trigger economic activities, the online food ordering business too would have a ripe time to make roots in the country.
One such name is foodpanda.pk, an online food-ordering portal that is bullish on Pakistan’s digital economy, which is all set to take off.Entering the Pakistani market in January 2013, the food-ordering website has significantly expanded its footprint in what industry sources estimate to be a $15 million market.
According to its officials, the online portal is recording more than 60,000 visitors a month. Their mobile app is doing very well, they added.
“We receive more than 65 per cent of daily orders via the mobile app, which is ranked number one in the ‘Food and Drinks’ category on the App Store and 12 in the ‘lifestyle’ category on Play Store,” Foodpanda’s co-founder Aminur Rehman said in an email.
With a strong financial backing from its holding company Rocket Internet, one of the world’s largest internet incubators based out of Germany, the website plans to expand across Pakistan.Presently, Foodpanda is operating in Karachi, Lahore, Islamabad and Rawalpindi, with limited presence in Hyderabad, Faisalabad, Peshawar, Multan and Sialkot.
He also said that they work solely on a pay-per-performance model. The industry is very competitive and restaurants usually do not pocket more than 35 per cent of the order value.


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