Making and consumption of homemade food is part of culture in Pakistan. This high consumption not only results in cooking of food at home, it also limits the size of the overall food delivery market in Pakistan. At foodpanda Pakistan we wanted to address this and increase our addressable market by offering more and relevant choices on our platform for customers in Pakistan. Our new vertical Home Chef’s was launched in late 2019. It was launched with a mission to provide more choices on our platform for customers who wanted to cherish hygienic, clean, low-cost homemade food. Since food is cooked in almost every home in Pakistan, we believed that it would be a great opportunity to connect these sellers to potential customers who for some reason do not have capability to cook food at home and crave homemade food (University students living in hostels as a simple case study). In addition, we thought it would be a great idea to offer our power users on the platform, customers who used to order a lot of restaurant food an additional food choice of homemade food. We started onboarding different homemade chefs across Pakistan and listing them on our platform, in addition to our initial assessment on the quality of the home chef’s we used ratings and reviews from our customers to churn out poor performers. Albeit there were home chefs who had to be booted from the platform, to our surprise the quality of food home chefs were able to provide to our customers was better compared the quality of restaurants, simply because in the home chef business every order was made and packed by the owner of the business, which is not the case of restaurants. Homechef was not only a business for these sellers, it was their own unique representation and imprint of what they wanted to have in the world through the food they were serving. Along with many learnings we at foodpanda were able to hack the secret formula which enabled us to create a very strong traction with customers for these home chefs, in addition to that we created an Eco-system of sellers, buyers, enablers accelerated by our internal teams to potentially build home chef as one of the largest e-commerce companies in the country with an annualized gmv of around 8 million dollars per annum. The home chef business built in Pakistan is the largest home chef eco-system anywhere in the world, with around 10k orders everyday made and delivered with in 30 minutes from around two thousand plus daily sellers across Pakistan.