Hungry EatOye gobbles up Pakistan’s Urbanite

Online food delivery and table booking service EatOye has acquired three-year-old Urbanite for an undisclosed amount in Pakistan.

Pakistan, like its neighbor India, is crazy about cricket. So with the World Cup having just gotten underway, people spend more time in front of their TV – and order more food too. The EatOye acquisition, therefore, is as well-timed as an Ahmed Shehzad cover-drive.

“Urbanite customers will now be able to order from more than 1,000 restaurants in Pakistan. Customers will also be able to order food on the go using our new mobile apps and pay online using credit cards,” Rai Umair and Nauman Sikandar, co-founders of EatOye, said in a statement announcing the acquisition.

Umair and Sikandar first turned entrepreneurs in 2011 with Food Connection Pakistan, an online food guide. It pivoted to food delivery and rebranded itself as EatOye in February 2014. It is currently operating in 15 cities of Pakistan, serving around 150,000 customers. Now an independent subsidiary of Foodpanda Global, EatOye claims to be “the fastest growing startup” in Pakistan.

Urbanite was the first to launch an online food delivery service in Karachi, opening up a new revenue stream for restaurants in the city. According to EatOye, the market, since then, has since seen new local and international players, and is estimated to be worth US$15 million.

See: Pakistan gets a new food delivery option with the launch of EatOye