Market size
| Market | Current | Projected | Growth |
|---|---|---|---|
| Kenya restaurant delivery | USD 296m (2024) | USD 425m by 2028 | 9.4% CAGR |
| Africa foodservice | USD 79.8bn (2026) | USD 102.4bn by 2031 | 5.1% CAGR |
Sources: Statista Market Forecast (Kenya restaurant delivery); Mordor Intelligence (Africa foodservice).
The addressable gap
Nairobi is the region's dining hub, with international chains and established local groups expanding alongside a large base of independent restaurants, bars, cafes and choma bays. The defining feature of that independent base is that most of it still operates on paper. This is not a market that needs to be persuaded software is useful - owners know. It is a market that has not been served an affordable, local, properly supported option.
Three structural reasons
Price
Global POS is priced for developed markets at roughly ten times local willingness to pay.
Payments
M-Pesa is how Kenya pays. Foreign systems do not reconcile it natively, so the core daily problem goes unsolved.
Support
Software sold without local setup and training does not get adopted. Distance is the reason most attempts fail.
Expansion path
Kenya is the beachhead - local payments, local compliance, local distribution. East Africa follows, where mobile-money dynamics and the same digitisation gap repeat with minimal product change. The Gulf runs in parallel as a premium market: the same product sold in USD at three to four times Kenyan pricing, against incumbents charging AED 350 to 700 a month.
Explore the business
Why now
A regulatory mandate is forcing digitisation across our exact market.
Market opportunity
Market size, the digitisation gap and where the growth is.
Traction
Customers, product, distribution and what is live today.
Business model
How Orderly makes money and what a customer is worth.
The information on these pages is provided for general business information only. It is not an offer to sell or a solicitation to buy securities, and it does not constitute investment advice. Market figures are drawn from published third-party research and are cited on the relevant page. Company figures are current as at the date shown and may change. Please request our detailed materials before making any decision.