Heyfood Case Study

Heyfood is a food delivery and quick-commerce platform operating in Nigeria. As Head of Growth, I owned the full growth function — from user acquisition and retention to product-led experiments and revenue optimisation.

Key Responsibilities

Built and scaled the paid acquisition engine from zero
Designed a referral and loyalty programme that drove organic growth
Led performance creative strategy across video and static formats
Introduced cohort analysis to understand LTV by acquisition channel
Partnered with engineering on in-app A/B tests for checkout conversion

The Challenge

Heyfood had strong restaurant supply but low demand. The average user ordered once and never returned. The growth team had no systematic acquisition process — just sporadic boosted posts.

Channel Test Results — Q1

Meta Ads Lowest CAC

Primary ✓

Google Search Test channel

Influencer Seeding

Q1 — Foundation

Building the Growth Infrastructure

I set up tracking via Meta Pixel and GA4, built a baseline dashboard for CAC and retention, and ran an initial test budget across three channels: Meta Ads, Google Search, and influencer seeding. Meta drove the lowest CAC — it became the primary channel.

Scaling Acquisition and Fixing Retention

Q2–Q3 — Scale & Retention

Scaling Acquisition & Fixing Retention

Scaled Meta spend 4x while maintaining CAC. Launched a referral programme that added 1,200+ organic signups in 60 days. Built an email/SMS retention flow triggered by inactivity at Day 7, Day 14, and Day 30 — recovering 22% of churned users each cycle.

Q4 — Revenue Optimisation

Maximising Revenue Per User

Introduced upsell prompts at checkout that increased average order value by 18%. Ran a "Shops" campaign promoting Heyfood's grocery vertical — generating a new revenue stream that contributed 31% of GMV by end of Q4.

Before vs. After

Metric	Before	After
Monthly Orders	~1,100	6,800+
30-Day Retention	12%	34%
Average Order Value	₦3,200	₦3,780
Organic Signups (referral)	0	1,200+ / 60 days

Key Takeaways

Retention investment delivers compounding returns — every recovered user reduces effective CAC
Referral programmes can match paid acquisition volume without media spend
Expanding into adjacent verticals (Shops) can materially shift GMV without increasing user base

Heyfood