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Amin: adding food delivery to ride-hailing services

Amin: adding food delivery to ride-hailing services

Amin: adding food delivery to ride-hailing services.

Amin is a ride-hailing and delivery service provider in Iraq. It started as a taxi service, but after trying out the Super App, the company added food delivery in only a month and a half.

About the company

Amin service was launched in 2018 in Iraq using the Onde platform. In 2024, it was already a successful ride-hailing service with a wide network of professional and licensed drivers.

Adding food delivery with Super App

After purchasing Playfood (the delivery part of the Super App solution), Amin completed all the necessary preparatory work in 1.5 months. From creating basic branding (brand name, logo, brand colors) and purchasing a domain to learning how to operate the platform. Our partner's operations team quickly learned how to operate the marketplace, navigate the apps and web panels, and set delivery prices for couriers and customers.

To ensure a seamless pre-launch process, the Super App team provided our partner with training materials, guides, and tools. 

The launch

The test launch involves defining a small operational area, recruiting 3-5 couriers, and partnering with 2-3 restaurants. This controlled strategy allows partners to validate their concept, troubleshoot potential issues, and fine-tune their operations before scaling.

Amin chose to launch in a small city, strategically using promo codes to attract early customers. In addition, the partner chose to build brand awareness through social media content. This approach proved highly effective and laid the foundations for their subsequent growth. 

The result

From the outset, the partner completed 72% of orders through our system. By the next month, the partner had increased the percentage of completed orders to 78%. By the third month of operation, the number of orders got to 83%.

100% of unique users placed at least one order, which means that every new customer tested the platform. Over 30% have placed two or more orders. Great results in only 3 months!

Dropshipping model for a cost-effective launch

To speed up the onboarding process, our partner initially adopted a dropshipping model. Usually, our partners use Super App’s unique crawler tool, which efficiently transfers menus from major delivery companies to the Super App system. However, the Amin team did everything themselves to learn to operate the system. By the second month of operation, the partner had tripled the number of restaurants. This allowed customers to choose from a wide range of restaurants and meal offers.

Transition to regular contracts and growth

As the partner gained traction, they transitioned smoothly from the dropshipping model to regular contracts with restaurants. Within three months of operation, they had achieved a stable level of orders and were experiencing steady growth.

The dropshipping model helps to gain more leverage in negotiations with restaurants, as this way the delivery company has already saved the restaurant owners time in uploading the catalog and setting everything up and can show real traction. Starting with dropshipping allows for quick cost adjustments and seamless operation with Super App partners within hours of signing contracts.

The strategy of starting small and expanding gradually, combined with the innovative tools offered by Super App, proved to be instrumental in Amin’s success.

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