There are two kinds of business leaders – those who fit into the system and those who disrupt it. As the founder and CEO of local food delivery service OrderIn, Dinesh Patel uses his inside knowledge of the system to disrupt it in a way that puts more power and savings into the hands of businesses and the consumer. With more than a thousand restaurants loaded onto the platform over the past two years alone, OrderIn is proving to be the street-savvy alternative that South Africa’s traditional food delivery model has been hungry for.
After matriculating in the late 90’s, Patel left for America to pursue life as a professional golfer. Majoring in Finance and Accounting, he graduated from Florida State University with a Bachelor of Science. He then went on to earn his stars and stripes, working first at Deloitte in New York, where he was part of the team that took Blackstone public in 2007, before joining Goldman Sachs on Wall Street.
It was during his time in New York (long office hours, a nifty meal allowance perk enabled by an online canteen), that the idea behind OrderIn first came into play. He knew finance and he understood how business models worked, and while he’d been happy to take a swing at banking, he always knew entrepreneurship would be his hole in one.
Moving back to South Africa, OrderIn was launched in 2013. Initially an online platform, that brought restaurants and consumers together in the areas they lived and worked in, the business got the boost it needed in 2015, with new technology that enabled it to go mobile.
On the commercial front, OrderIn has found a way to incorporate a local tax benefit into its app. Food ordered via the service during business hours, provides an instant tax-break to employees registered by their employer on the app. Offering wider variety and lower overheads than an in-house canteen, a number of businesses, including the likes of Dimension Data, Media24 and Societe General, have signed up to the service. The discounted food prices are not just a nice perk for employees, but a way for employers to retain talent. The logic – all benefits, no matter how small, add up.
On the consumer side, OrderIn offers a cashless payment service from a diverse selection of menus. The bulk of the restaurants on the OrderIn platform have instore pricing, meaning that there is no added inflation to the price of meals delivered to the customer. The food delivery service allows users to discover local neighbourhood eateries remotely, with no need to book a table or dress up. Essentially, offering good food without the fuss.
How do they make their money? On the commercial side, OrderIn charges companies R20 per employee per month. In addition to this, for both individual users and business, a percentage commission fee is charged to restaurant partners per order. OrderIn’s built-in tipping service and delivery fee (R15 at lunch and R30 at dinner) goes directly into the driver’s pocket.
With more than a thousand percent growth in the last two years alone, OrderIn operates in and around all the main metropoles. Employer, employee or just hangry – users of the app can track their orders and get food delivered to their location – couch, cubicle or wherever the occasion finds them.
Distributed by Be-cause Integrated Communications
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On behalf of:
CEO and founder: Dinesh Patel