On Demand Lifestyle gets Careem to Acquire RoundMenu
With the ever-growing need for ‘on demand lifestyle,’ we tend to check listings and order goods according to our wants and convenience. Online stores and many apps for smartphones facilitate us in doing so.
The lifestyle has made many startups join the trend. In Pakistan alone, there are over a dozen reliable such services. In the Middle East, with soaring temperatures on demand is a ‘need.’
On Sunday, February 2018, Careem the direct competitor of Uber acquired the Middle East food listing and ordering service RoundMenu. The acquisition amount is not disclosed.
With Careem’s database and operations worldwide, specifically in the Middle East, the testing of this delivery system will begin shortly on a small scale as Reuters reported. This is called ‘Trial Potential Measure’ in marketing or ‘Trial/Test Marketing.’ The process identifies and addresses opportunity areas in a service/product. It is used to enhance sales.
Operating in the Middle East at present RoundMenu, when, it is mature enough to expand its operations (which should not be too difficult for Careem) may as well be an entrant in Pakistan market.
If it does enter the Pakistani market the listing and delivery system will pose a serious competition to the likes of Food Panda, Eat Oye, etc. but then the market is always big enough to accommodate efficient on-demand services.
Let us wait and see how Careem’s new acquisition evolves and when, if it does come to us, how the consumers respond to it.
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