After six years of building a loyal customer base across Asaba and Warri, food delivery startup OliliFood has rebranded to Trazo. Central to Trazo’s new offering is a feature designed with local user behaviour in mind: “pay-for-me”.

The tool allows users to select items and generate a payment link, which can then be shared with the intended recipient. The recipient completes the payment directly, removing the need for intermediaries to handle transactions.

The feature simplifies a common scenario in Nigeria’s urban culture, purchasing items for friends or family in another location, while also reducing friction in the payment process.

The change marks the company’s transition from a food-focused delivery platform into a broader, multi-category service designed to handle a wide range of everyday needs, from groceries and pharmaceuticals to home services such as laundry, cleaning, and personal care.

“We are trying to make speed a thing, make payment processing a thing, make location accuracy a thing, and also make accessibility to other services a thing,” co-founder and chief executive Nweze Ikechukwu says. “We are building Trazo to be that lifestyle utility service,” he emphasises.

Preparing for entry into Nigeria’s largest markets

The rebrand comes at a pivotal moment for the company, as it prepares to expand beyond Delta State into Nigeria’s most competitive urban centres, including Lagos, Abuja, Port Harcourt, Enugu and Benin City.

Trazo’s strategy is to evolve into a “lifestyle utility” platform, a single application that integrates multiple services into one seamless experience. Beyond meals, users will be able to order groceries, access pharmaceuticals, schedule home services, and manage everyday errands through the same interface.

The timing, according to Ikechukwu, reflects changing consumer behaviour.

The long-term vision, Ikechukwu said, is to build a platform comparable to global super-app models, combining logistics, commerce, and lifestyle services into a single ecosystem.

Testing, logistics and operational readiness

Before expanding into new cities, Trazo is using Asaba as a controlled testing ground for its broader service offerings, including groceries and pharmaceuticals.

The company has reworked key aspects of its operations, from packaging and vehicle selection to cold-chain logistics and rider training. It has also studied international best practices to ensure compliance and efficiency as it scales.

This phased approach is intended to strengthen operational resilience before entering more complex and demanding urban markets such as Lagos.

Investing in riders and infrastructure

Recognising the central role of logistics in delivery services, Trazo has also introduced a hybrid compensation model for riders, combining salary and commission.

The company operates a mix of in-house riders and third-party logistics partners, supported by a fleet management system designed to improve efficiency and reliability.

In parallel, Trazo is enhancing its payment infrastructure, including wallet functionality, and upgrading its routing systems to improve delivery speed and order management.

By expanding beyond food and embedding itself into daily routines, Trazo aims to position itself as a go-to platform for both essential goods and lifestyle services.

Talking Points

It is telling that Trazo’s rebrand from OliliFood is not just a change in name, but a strategic shift in ambition, moving from a single-category food delivery service to a broader lifestyle utility platform.

This repositioning directly addresses a growing consumer need in Nigeria: convenience across multiple daily services, not just meals. By expanding into groceries, pharmaceuticals, and home services, Trazo is aligning itself with how user behaviour is evolving.

At Techparley, we see this as part of a wider trend where startups are transitioning from niche offerings to integrated platforms, aiming to capture more value across the customer lifecycle.

The introduction of culturally relevant features like “pay-for-me” is particularly notable. It reflects a deep understanding of local user behaviour and reduces friction in a way that could drive both adoption and organic growth.

However, execution will be critical. Expanding into multiple categories increases operational complexity, especially in logistics, quality control, and regulatory compliance. The ability to maintain consistency at scale will determine long-term success.

If executed well, Trazo has the potential to evolve beyond a delivery app into a true super-app, embedding itself into the everyday lives of Nigerians and capturing a larger share of the country’s still underpenetrated on-demand economy.

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