Egypt's OneOrder Launches with a $1M Investment
Egypt’s newly launched B2B supply chain solution for restaurants OneOrder has successfully raised $1M in initial funding to solve supply chain challenges in the Egyptian food & beverage industry.
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The Egypt-based logistics startup and restaurant supply chain solutions provider OneOrder has successfully raised $1M amidst its launch. The initial investment was led by A15, the leading MENA venture capital firm.
OneOrder is the first company of its kind in Egypt; a logistics startup addressing the major inefficiencies faced by Egypt’s restaurants when sourcing supplies. It is the creation of leading Egyptian restaurateur Tamer Amer, the founder of Fuego Sushi and Longhorn Texas BBQ – two of Egypt’s most successful restaurant chains.
As recorded in our State of Startup Funding- 2022 Emerging Venture Markets report, available for download the F&B industry made a strong comeback in 2021. Driven by Kitopi’s $415M Mega Round, the F&B industry observed a 204% YoY growth in funding to cross the $600M mark across Emerging Venture Markets. Other sizable investments were also raised by cloud kitchen Tech platforms like UAE-based GrubTech, iKcon which recorded its exit late last year, and Kitch . The Transport & Logistics sector also recorded exceptional funding growth over the past year, accounting for 14% of all capital investment across MENA. This was in part driven by sizable investments in Egypt-based Halan and Swvl, UAE-based iMile, and Lyve Global, as well as other leading Q-commerce, Freight Management, and Asset-Light Courier solutions across MENA This puts OneOrder at a comfortable market position as it maneuvers both industries in an ingenious B2B tech offering.
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OneOrder is creating a platform to address the significant structural problem faced by Egyptian restaurants – interacting on a regular basis with a number of small, fragmented suppliers and vendors from whom they source their meat, vegetables, and equipment. The logistics startup has set forth to tackle the prevalent paint points in the Egyptian supply chain including (i) inconsistent and non-transparent pricing, (ii) unreliable quality which, in turn, gets passed onto restaurant customers, and (iii) irregular delivery timing, with supplies often late, limiting restaurants’ daily menu offerings.
OneOrder’s platform means Egyptian restaurants can buy all their needs from one application, with reliable quality, prices, and timing. Tamer Amer, founder, and CEO of OneOrder, highlighted, “We are delighted to announce our launch and fundraise, and I thank A15 for their outstanding support. Given Egypt’s flourishing restaurant industry and the challenges it faces caused by a fragmented supply chain, OneOrder offers a much-needed technology-enabled solution at the perfect time. My experience in the food and beverage industry means I know what restaurant owners need; it is a reliable, timely supply of quality goods, at a consistent price – without the stress of managing various suppliers on a daily basis.
Alongside Mr. Amer, OneOrder’s management team has an excellent track record in the F&B sector. It includes Karim Maurice as co-founder and Chief Technology Officer. Mr. Maurice founded Cube – Egypt’s equivalent of OpenTable, the global online restaurant-reservation service, as well as Bitroot, a “CTO-as-a-Service” for early-stage ventures. Joining OneOrder’s Board is Moataz Abdelrahman, who is currently serving as Coca-Cola General Manager for Egypt, Libya, and Sudan. He comes with a diversified career path working in over 17 markets with 200 million consumers across different departments in marketing, business development, and operations. Also joining as non-executive Chairman of the board is private equity veteran Karim Hassan, currently the CEO of Ankh. Karim brings 20 years of investment & operational experience in the US, Europe, and the Middle East.
OneOrder’s market opportunity is significant. Egypt has c. 45,000 registered restaurants, but as many as a quarter of a million unregistered – all working and consuming supplies. In 2019, the United States Department of Agriculture estimated the overall Food & Beverages (“F&B”) / Hospitality market in Egypt to be $13 billion, with OneOrder expecting that figure to have increased substantially since then.
Market drivers are also compelling. The latest research by Fitch Ratings, the global rating agency, forecasts 5.3% GDP growth in Egypt for 2021-2023, driven by strong private consumption and increasing tourism. Egypt is also building new cities such as New Alamein, with hotels and commerce expanding across the country – all of which are favorable for the F&B sector. “We believe restaurants should be focussed on delivering a high-quality experience and service to their customers without having to worry about sourcing and procurement. We are the platform to deliver that. I’m very excited about the future as our market opportunity is huge. Egypt and the wider region are booming economically, and the food & beverage sector is only growing larger.” Founder & CEO Tamer Amer added.
There are similar restaurant supply chain inefficiencies in other countries in MENA and OneOrder aspires to, over time, expand its proposition geographically across the region- a possibility now set to materialize with the support of its newly acquired funds. Karim Beshara, General Partner at A15, concluded, “We are excited to partner with Tamer to solve one of the main challenges the Food & Beverages industry faces in the MENA region. By leveraging Tamer’s extensive experience as a successful restauranteur and A15’s history of building scalable technology platforms, we will aim to provide restaurants in the region with reliable, convenient and timely supplies that are consistently priced.”
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