COMPETITIVE ANALYSIS
Atlanta's rich cultural diversity is reflected in its dynamic food scene, yet traditional Nigerian cuisine is often overlooked on major food delivery platforms.
To address this, I created Chow House — a dedicated food delivery app that brings authentic Nigerian dishes straight to customers' doors.
Chow House connects local Nigerian restaurants with a growing community eager for genuine flavors, while providing an easy, fast, and culturally rich food ordering experience.
I evaluated several popular food delivery platforms:
UberEats and DoorDash: Offer Nigerian food options but heavily prioritize mainstream American and continental cuisines.
Postmates: Provides limited restaurant choices and minimal cultural focus.
ChowNow: Supports local restaurants but lacks tailored cultural representation or community engagement.
Key Takeaway:
None of the existing platforms offered a culturally immersive, Nigerian-focused experience, and they often buried Nigerian food options deep within their apps. There was a clear opportunity to champion Nigerian cuisine as a primary offering, not an afterthought.
To understand the needs of both potential customers and restaurant owners, I conducted:
10 interviews with Nigerian residents in Atlanta.
5 interviews with Nigerian restaurant owners.
Survey with 10 participants who either frequently ordered food online or expressed interest in African cuisine.
Key questions included:
How often do you order Nigerian food online?
What challenges do you face when ordering Nigerian cuisine?
What features would make you switch from your current delivery app?
80% of Nigerian respondents felt major apps "didn't understand their food" or made ordering Nigerian dishes confusing.
65% of non-Nigerian participants were curious about Nigerian food but found the menus intimidating or unclear.
Restaurant owners expressed a desire for better representation and more control over menu presentation.
Fast, reliable delivery and accurate menu customization (e.g., spice levels, soup sides) were top priorities for users.
Chow House isn't just a food delivery app; it's a cultural bridge between Atlanta's Nigerian community and adventurous food lovers seeking authentic experiences.
Through deep market research, user-centered design, and a commitment to cultural integrity, Chow House offers a unique solution that major delivery apps overlook.
This project showcases my skills in market research, UX/UI design, user persona development, and culturally conscious branding — always with a focus on creating real value for underserved communities.
Chiamaka Okafor
Age: 28
Hobbies: Cooking, fashion design, Afrobeat concerts
Goals: Stay connected to her Nigerian roots while living abroad; find authentic dishes easily
Habits: Quickly order traditional meals like Jollof rice, egusi soup, or suya after work
Frustrations: Existing apps have confusing categories or misrepresent foods
How Chow House Helps: Culturally familiar interface, menu clarity, and fast delivery of authentic meals
Jason Miller
Age: 32
Hobbies: Food blogging, photography, travel
Goals: Explore different cuisines and share them with his audience
Habits: Discover new dishes, easily understand ingredients and spice levels
Frustrations: Lack of context and information when trying ethnic foods for the first time
How Chow House Helps: Rich food descriptions, images, and suggestions for beginners allow Jason to confidently explore Nigerian cuisine
Findings from Interviews
User Personas
SITEMAP DRAFT
WIREFRAME DRAFT
CONCLUSION
THE CHOW HOUSE APP
Nigerian Food Delivery App in Atlanta
TYPOGRAPHY AND COLOUR
View Clickable Prototype
TOOLS I USED
Interviews and Surveys
There's a fine line between celebrating Nigerian culture and simplifying it into a stereotype. Chow House needs to accurately represent diverse regional dishes and cultural nuances, ensuring that the app feels authentic to Nigerian users while also being accessible to new audiences.
Cultural Representation Without Stereotyping
Some local restaurants may lack POS systems, digital menus, or experience with delivery logistics. Chow House must simplify onboarding with clear processes, potentially offer training, or build restaurant-friendly dashboards that require minimal tech expertise.
Restaurant Tech Adoption
Managing deliveries, especially hot traditional meals that require care (like soups or pounded yam), can be tricky. Without a massive fleet, Chow House may need to start with hyper-local delivery zones, partner with third-party drivers, or provide restaurants with packaging guidelines to ensure food arrives fresh and intact.
Logistics & Delivery Infrastructure
UberEats, Grubhub, and DoorDash already dominate the market with huge user bases, funding, and established logistics. Convincing users to switch (or even try something new) is tough. Chow House must differentiate through authenticity, cultural relevance, and community trust, while keeping UX on par with big players.
Competing with Delivery Giants
Cultural Storytelling and Brand Loyalty
By embedding storytelling into the app — e.g., the history behind dishes, chef highlights, or user-submitted food memories — Chow House creates a deeper emotional connection. This strengthens brand identity and builds loyalty in a way that generic food apps can't replicate.
Nigerian food, rich in flavor and tradition, is underrepresented but highly appealing to adventurous eaters. Chow House can serve as an educational gateway to introduce non-Nigerian users to dishes like efo riro, ofada rice, or nkwobi. Through detailed menu descriptions, chef stories, spice indicators, and pairing suggestions, the app helps broaden the appeal of the cuisine.
Educating and Expanding the Customer Base
Many small Nigerian restaurants lack the visibility or technical know-how to succeed on platforms like DoorDash or UberEats. Chow House offers them a platform where their menus are not only featured but celebrated. By providing tools for easy onboarding, clear menu presentation, and reliable delivery, Chow House can help these businesses grow their digital presence.
Empowering Local Nigerian Restaurants
The food delivery market in Atlanta is highly competitive, but few platforms cater specifically to African diasporas. Chow House has the chance to own the space for Nigerian cuisine, becoming the go-to app for Nigerian food lovers by celebrating authenticity, cultural pride, and community connection.
Cultural Niche in a Saturated Market
OPPORTUNITIES AND CHALLENGES OF FOOD APPS
OPPORTUNITIES
CHALLENGES
COMPETITIVE ANALYSIS
Atlanta's rich cultural diversity is reflected in its dynamic food scene, yet traditional Nigerian cuisine is often overlooked on major food delivery platforms.
To address this, I created Chow House — a dedicated food delivery app that brings authentic Nigerian dishes straight to customers' doors.
Chow House connects local Nigerian restaurants with a growing community eager for genuine flavors, while providing an easy, fast, and culturally rich food ordering experience.
I evaluated several popular food delivery platforms:
UberEats and DoorDash: Offer Nigerian food options but heavily prioritize mainstream American and continental cuisines.
Postmates: Provides limited restaurant choices and minimal cultural focus.
ChowNow: Supports local restaurants but lacks tailored cultural representation or community engagement.
Key Takeaway:
None of the existing platforms offered a culturally immersive, Nigerian-focused experience, and they often buried Nigerian food options deep within their apps. There was a clear opportunity to champion Nigerian cuisine as a primary offering, not an afterthought.
To understand the needs of both potential customers and restaurant owners, I conducted:
10 interviews with Nigerian residents in Atlanta.
5 interviews with Nigerian restaurant owners.
Survey with 10 participants who either frequently ordered food online or expressed interest in African cuisine.
Key questions included:
How often do you order Nigerian food online?
What challenges do you face when ordering Nigerian cuisine?
What features would make you switch from your current delivery app?
80% of Nigerian respondents felt major apps "didn't understand their food" or made ordering Nigerian dishes confusing.
65% of non-Nigerian participants were curious about Nigerian food but found the menus intimidating or unclear.
Restaurant owners expressed a desire for better representation and more control over menu presentation.
Fast, reliable delivery and accurate menu customization (e.g., spice levels, soup sides) were top priorities for users.
Chow House isn't just a food delivery app; it's a cultural bridge between Atlanta's Nigerian community and adventurous food lovers seeking authentic experiences.
Through deep market research, user-centered design, and a commitment to cultural integrity, Chow House offers a unique solution that major delivery apps overlook.
This project showcases my skills in market research, UX/UI design, user persona development, and culturally conscious branding — always with a focus on creating real value for underserved communities.
Chiamaka Okafor
Age: 28
Hobbies: Cooking, fashion design, Afrobeat concerts
Goals: Stay connected to her Nigerian roots while living abroad; find authentic dishes easily
Habits: Quickly order traditional meals like Jollof rice, egusi soup, or suya after work
Frustrations: Existing apps have confusing categories or misrepresent foods
How Chow House Helps: Culturally familiar interface, menu clarity, and fast delivery of authentic meals
Jason Miller
Age: 32
Hobbies: Food blogging, photography, travel
Goals: Explore different cuisines and share them with his audience
Habits: Discover new dishes, easily understand ingredients and spice levels
Frustrations: Lack of context and information when trying ethnic foods for the first time
How Chow House Helps: Rich food descriptions, images, and suggestions for beginners allow Jason to confidently explore Nigerian cuisine
Findings from Interviews
User Personas
SITEMAP DRAFT
WIREFRAME DRAFT
CONCLUSION
THE CHOW HOUSE APP
Nigerian Food Delivery App in Atlanta
There's a fine line between celebrating Nigerian culture and simplifying it into a stereotype. Chow House needs to accurately represent diverse regional dishes and cultural nuances, ensuring that the app feels authentic to Nigerian users while also being accessible to new audiences.
Cultural Representation Without Stereotyping
Some local restaurants may lack POS systems, digital menus, or experience with delivery logistics. Chow House must simplify onboarding with clear processes, potentially offer training, or build restaurant-friendly dashboards that require minimal tech expertise.
Restaurant Tech Adoption
Managing deliveries, especially hot traditional meals that require care (like soups or pounded yam), can be tricky. Without a massive fleet, Chow House may need to start with hyper-local delivery zones, partner with third-party drivers, or provide restaurants with packaging guidelines to ensure food arrives fresh and intact.
Logistics & Delivery Infrastructure
UberEats, Grubhub, and DoorDash already dominate the market with huge user bases, funding, and established logistics. Convincing users to switch (or even try something new) is tough. Chow House must differentiate through authenticity, cultural relevance, and community trust, while keeping UX on par with big players.
Competing with Delivery Giants
Cultural Storytelling and Brand Loyalty
By embedding storytelling into the app — e.g., the history behind dishes, chef highlights, or user-submitted food memories — Chow House creates a deeper emotional connection. This strengthens brand identity and builds loyalty in a way that generic food apps can't replicate.
Nigerian food, rich in flavor and tradition, is underrepresented but highly appealing to adventurous eaters. Chow House can serve as an educational gateway to introduce non-Nigerian users to dishes like efo riro, ofada rice, or nkwobi. Through detailed menu descriptions, chef stories, spice indicators, and pairing suggestions, the app helps broaden the appeal of the cuisine.
Educating and Expanding the Customer Base
Many small Nigerian restaurants lack the visibility or technical know-how to succeed on platforms like DoorDash or UberEats. Chow House offers them a platform where their menus are not only featured but celebrated. By providing tools for easy onboarding, clear menu presentation, and reliable delivery, Chow House can help these businesses grow their digital presence.
Empowering Local Nigerian Restaurants
The food delivery market in Atlanta is highly competitive, but few platforms cater specifically to African diasporas. Chow House has the chance to own the space for Nigerian cuisine, becoming the go-to app for Nigerian food lovers by celebrating authenticity, cultural pride, and community connection.
Cultural Niche in a Saturated Market
OPPORTUNITIES AND CHALLENGES OF FOOD APPS
OPPORTUNITIES
CHALLENGES
TYPOGRAPHY AND COLOUR
View Clickable Prototype
TOOLS I USED
TOOLS I USED
Interviews and Surveys
Atlanta's rich cultural diversity is reflected in its dynamic food scene, yet traditional Nigerian cuisine is often overlooked on major food delivery platforms.
To address this, I created Chow House — a dedicated food delivery app that brings authentic Nigerian dishes straight to customers' doors.
Chow House connects local Nigerian restaurants with a growing community eager for genuine flavors, while providing an easy, fast, and culturally rich food ordering experience.
I evaluated several popular food delivery platforms:
UberEats and DoorDash: Offer Nigerian food options but heavily prioritize mainstream American and continental cuisines.
Postmates: Provides limited restaurant choices and minimal cultural focus.
ChowNow: Supports local restaurants but lacks tailored cultural representation or community engagement.
Key Takeaway:
None of the existing platforms offered a culturally immersive, Nigerian-focused experience, and they often buried Nigerian food options deep within their apps. There was a clear opportunity to champion Nigerian cuisine as a primary offering, not an afterthought.
To understand the needs of both potential customers and restaurant owners, I conducted:
10 interviews with Nigerian residents in Atlanta.
5 interviews with Nigerian restaurant owners.
Survey with 10 participants who either frequently ordered food online or expressed interest in African cuisine.
Key questions included:
How often do you order Nigerian food online?
What challenges do you face when ordering Nigerian cuisine?
What features would make you switch from your current delivery app?
80% of Nigerian respondents felt major apps "didn't understand their food" or made ordering Nigerian dishes confusing.
65% of non-Nigerian participants were curious about Nigerian food but found the menus intimidating or unclear.
Restaurant owners expressed a desire for better representation and more control over menu presentation.
Fast, reliable delivery and accurate menu customization (e.g., spice levels, soup sides) were top priorities for users.
Chow House isn't just a food delivery app; it's a cultural bridge between Atlanta's Nigerian community and adventurous food lovers seeking authentic experiences.
Through deep market research, user-centered design, and a commitment to cultural integrity, Chow House offers a unique solution that major delivery apps overlook.
This project showcases my skills in market research, UX/UI design, user persona development, and culturally conscious branding — always with a focus on creating real value for underserved communities.
Chiamaka Okafor
Age: 28
Hobbies: Cooking, fashion design, Afrobeat concerts
Goals: Stay connected to her Nigerian roots while living abroad; find authentic dishes easily
Habits: Quickly order traditional meals like Jollof rice, egusi soup, or suya after work
Frustrations: Existing apps have confusing categories or misrepresent foods
How Chow House Helps: Culturally familiar interface, menu clarity, and fast delivery of authentic meals
Jason Miller
Age: 32
Hobbies: Food blogging, photography, travel
Goals: Explore different cuisines and share them with his audience
Habits: Discover new dishes, easily understand ingredients and spice levels
Frustrations: Lack of context and information when trying ethnic foods for the first time
How Chow House Helps: Rich food descriptions, images, and suggestions for beginners allow Jason to confidently explore Nigerian cuisine
Findings from Interviews
User Personas
SITEMAP DRAFT
WIREFRAME DRAFT
CONCLUSION
Cultural Storytelling and Brand Loyalty
By embedding storytelling into the app — e.g., the history behind dishes, chef highlights, or user-submitted food memories — Chow House creates a deeper emotional connection. This strengthens brand identity and builds loyalty in a way that generic food apps can't replicate.
Nigerian food, rich in flavor and tradition, is underrepresented but highly appealing to adventurous eaters. Chow House can serve as an educational gateway to introduce non-Nigerian users to dishes like efo riro, ofada rice, or nkwobi. Through detailed menu descriptions, chef stories, spice indicators, and pairing suggestions, the app helps broaden the appeal of the cuisine.
Educating and Expanding the Customer Base
Many small Nigerian restaurants lack the visibility or technical know-how to succeed on platforms like DoorDash or UberEats. Chow House offers them a platform where their menus are not only featured but celebrated. By providing tools for easy onboarding, clear menu presentation, and reliable delivery, Chow House can help these businesses grow their digital presence.
Empowering Local Nigerian Restaurants
The food delivery market in Atlanta is highly competitive, but few platforms cater specifically to African diasporas. Chow House has the chance to own the space for Nigerian cuisine, becoming the go-to app for Nigerian food lovers by celebrating authenticity, cultural pride, and community connection.
Cultural Niche in a Saturated Market
OPPORTUNITIES AND CHALLENGES OF FOOD APPS
OPPORTUNITIES
UberEats, Grubhub, and DoorDash already dominate the market with huge user bases, funding, and established logistics. Convincing users to switch (or even try something new) is tough. Chow House must differentiate through authenticity, cultural relevance, and community trust, while keeping UX on par with big players.
Competing with Delivery Giants
CHALLENGES
Managing deliveries, especially hot traditional meals that require care (like soups or pounded yam), can be tricky. Without a massive fleet, Chow House may need to start with hyper-local delivery zones, partner with third-party drivers, or provide restaurants with packaging guidelines to ensure food arrives fresh and intact.
Logistics & Delivery Infrastructure
Some local restaurants may lack POS systems, digital menus, or experience with delivery logistics. Chow House must simplify onboarding with clear processes, potentially offer training, or build restaurant-friendly dashboards that require minimal tech expertise.
Restaurant Tech Adoption
There's a fine line between celebrating Nigerian culture and simplifying it into a stereotype. Chow House needs to accurately represent diverse regional dishes and cultural nuances, ensuring that the app feels authentic to Nigerian users while also being accessible to new audiences.
Cultural Representation Without Stereotyping
Interviews and Surveys
TYPOGRAPHY AND COLOUR
TOOLS I USED
COMPETITIVE ANALYSIS
View Clickable Prototype
THE CHOW HOUSE APP
Nigerian Food Delivery App in Atlanta