After experiencing success with their first food ordering platform, Dunfermline Eats, the duo behind the firm are set to launch their second business, expanding their operation across Fife.
Michael McDade, 34, and Bilal Shahid, 27, launched their Dunfermline division in November 2020 after witnessing local venues close their doors due to the high commission rates they were being charged by national food delivery brands.
Eager to put a stop to more firms closing when delivery was key to many firm’s survival during the pandemic, the businessmen decided to launch their own delivery service, offering fairer commission rates and allowing them to connect with loyal customers easier.
While Dunfermline Eats currently delivers across Rosyth, Dalgety Bay, Inverkeithing and Cowdenbeath, Fife Eats will allow the duo’s business to reach from Dunfermline to St Andrews.
The launch date for the Fife edition is scheduled for Thursday November 24 and more than 30 takeaways and restaurants have already signed up in Kirkcaldy, which is Fife Eats first target town.
Plans to roll the platform out to other areas in Fife will take place in due course as the business begins to build demand. Venues already signed up to Dunfermline Eats have the option of being present on both platforms, and customers living across the area can order from both.
What is Fife Eats?
Fife Eats is an app and website built as a marketplace connecting customers to local venues for the purpose of ordering food for collection or delivery.
The business prides themselves on offering a commission rate of 8.5%, almost half the amount of Just Eat who charge 14% plus VAT in addition to a joining fee.
Restaurant owners are able to fill out an interest form on the Fife Eats website, which will then allow either Michael or Bilal to reach out and build a relationship with the prospective client.
Once the terms have been agreed, a full menu for the venue is uploaded to both the app and website, which customers can then sign up to and order from.
Delivery is then arranged by the venues for their own customers, and for businesses who haven’t got this facility, Fife Eats has teamed up with Dream Drivers who can offer delivery services.
Exclusivity rates
The business also offers a lower commission rate at 7.5% to venues that are exclusively on Fife Eats and no longer use Just Eat, Deliveroo or other food ordering platforms.
“It is built for everyone in Fife,” says 27-year old Bilal.
“It is very risk-free for all our partners joining with us. There’s no contract meaning no one is tied in with us.”
“We have had a couple of takeaways that have managed to leave Just Eat successfully and are exclusively using our platform. It would be good to have as many exclusives as possible across Fife.”
Discounts for everyone
With supporting local at its core, Fife Eats will also reinvest at least 50% of its profits back into local marketing as well using the money to offer free food and weekly discounts to its users.
As the business grows, donations will be made to foodbanks and the owners say they will actively encourage those venues signed up to get involved in offering excess food to those in need when appropriate.
Other plans include sponsoring local sports teams, with one of the perks being food, as well as creating discounts in collaborations with their partners to help increase their customer base.
Bilal added: “We give away a lot of free food through our social media channels and do our own discounts out with the venue’s offers.
“We have thousands of loyal customers that are on our platforms weekly and they love it.”
Building a future
Once they have established themselves in Kirkcaldy, the plan is to roll Fife Eats out across the rest of Fife.
“It will take a couple of months to do this, so we will look into moving into more towns in the area next year,” says Bilal.
“Our end goal is to have every venue in Fife on board.”
The team is currently just the two founders, however, with the addition of a new platform and expansion on the horizon, the duo plan on employing staff in the coming year.
Conversation