What Appetito does

Appetito is a Cairo-based online grocery and household goods delivery startup founded in March 2020, operating a quick commerce (q-commerce) model built around a network of urban dark stores. As of November 2021, the company operated seven dark stores in Cairo, sourcing products from major FMCG firms and delivering directly to individual consumers via a mobile and web platform. The company has stated an aggressive plan to scale this network to 150 dark stores by 2024.

Appetito's business model is direct-to-consumer, generating revenue per transaction on grocery orders. The company has not publicly disclosed its pricing structure. Its primary customer segment is urban individual consumers in Egypt seeking rapid delivery of everyday grocery and household items, addressing convenience and time-sensitive shopping needs.

In June 2022, Appetito acquired Tunisia-based q-commerce company Lamma for an estimated $10-15 million, with the intent to unify operations under the Appetito brand and establish a multi-country North African footprint spanning Egypt, Tunisia, and Morocco, with stated plans to enter West Africa. The deal is positioned to leverage a common technology platform shared between Appetito and Lamma to enable efficient capital deployment and operational synergies across markets. Total disclosed equity funding as of late 2021 was approximately $2.55M, including a $2M pre-Series A round led by Jedar Capital in November 2021.

Name

Appetito

Legal name

Appetito

Website

https://appetito.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Appetito is a Cairo-based online grocery delivery startup operating dark stores to deliver groceries and household products to urban consumers in Egypt. Following its 2022 acquisition of Tunisia's Lamma, the company is expanding across North and West Africa.

Ownership category

akta.pro rank

Product category

Online Grocery Delivery

NAICS

Food and Beverage Retailers (445), Local Messengers and Local Delivery (4922)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

On-Demand Grocery Delivery Marketplaces (AFAIAMAB)

akta.pro secondary industry

Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)

Keywords

• Online grocery delivery
• Quick commerce
• Dark store operations
• Grocery delivery platform
• Household essentials delivery

Headquarters

HQ city

Cairo

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Grocery Delivery Transaction: Revenue generated through direct grocery sales to consumers via quick commerce delivery model. The company operates dark stores and delivers groceries directly to customers, generating revenue per transaction.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Appetito is an online grocery and household product delivery startup that operates a network of dark stores in urban areas, sourcing products from major FMCG firms and delivering them directly to individual consumers through a quick commerce (q-commerce) model. The company targets time-constrained urban consumers with rapid delivery of groceries and household essentials, and is expanding across North and West Africa through the Lamma acquisition.

Product overview

Appetito is a single unified grocery delivery platform offering rapid q-commerce delivery services. The company operates dark stores across Cairo and expands across Africa through acquisitions. The core platform handles the full delivery lifecycle including inventory management, order fulfillment, and last-mile delivery to customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Grocery Delivery Platform Online grocery and household product delivery platform operating dark stores in Cairo that sources products from major FMCG firms and delivers them directly to individual consumers through a quick commerce model with rapid fulfillment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• LammacoreStrategic or Co-development Partner · 1 June 2022Tunisian q-commerce company acquired by Appetito for approximately $10-15 million. The merger unifies operations under the Appetito brand, creating a dominant presence across North Africa (Morocco, Tunisia) with expansion plans into West Africa. Leverages common technology platform and efficient capital deployment.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Breadfast: Egyptian grocery delivery startup operating a dark store model in Cairo with a similar rapid-delivery proposition. Most direct domestic competitor to Appetito on home turf.
• Rabbit: Egypt-based quick commerce platform delivering groceries and convenience items via a dark-store network. Directly comparable on category, geography, and operational model.
• Knafeh: MENA-focused q-commerce operator with presence in Egypt offering rapid grocery and essentials delivery. Competes head-to-head with Appetito on speed and assortment.

Broad incumbents

• Glovo: Barcelona-headquartered multi-category delivery platform (owned by Delivery Hero) operating across Africa and MENA. Provides direct q-commerce competition at global scale and lower unit cost.
• Talabat: Leading MENA food and grocery delivery platform (Delivery Hero) with strong presence in Egypt, Kuwait, UAE, and other regional markets. A scaled regional incumbent that competes on assortment and delivery speed.
• InstaShop: UAE-based grocery delivery platform (Delivery Hero) serving MENA markets with a model comparable to Appetito's rapid grocery delivery. Regional incumbent in the same product category.
• Careem: Uber-owned MENA super-app offering grocery and on-demand delivery across multiple countries including Egypt. Competes with Appetito on the quick-commerce use case as part of a broader services portfolio.
• Jumia: Pan-African e-commerce marketplace with operations in Egypt that has expanded into grocery and essentials delivery. Provides indirect competition through marketplace reach and capital scale.

Emerging players

• MaxAB: Egyptian B2B grocery distribution platform using dark store and supply chain infrastructure. While B2B-focused, it operates overlapping logistics and assortment capabilities relevant to Appetito's model.

Regional players

• Mrsool: Saudi Arabia-headquartered on-demand delivery platform covering groceries and essentials. Operates a comparable q-commerce model in a neighboring MENA market without direct Egypt overlap.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Appetito