Restaurant Franchising In Nigeria Case Study

Restaurants franchising in Nigeria

Notwithstanding the challenges of carrying out business in Nigeria, the fast food restaurants sector has been increasing rapidly. Like any other industry sector in Nigeria, the long-term potential of the fast food restaurants stands out in a global context, due to the sizeable population of Nigeria, which currently stands at around 190 million. Restaurant franchising face a couple of challenges that are similar to other sectors, which include the cost of land and building, electricity, experienced laborer’s and importing inputs, but there are some challenges that are unique to fast food restaurants which include making sure there is a balance between the local dishes and the popular international dishes,

Some on the list that made up the 25% are Big Treat, The Kitchen, Charlies, Kas Chicken etc which are family owned. Nigerians according to Olumide (2007) embraced the MR. BIGGS concept wholeheartedly and this has made them open branches in different parts of the country. MR. BIGGS bought into the theme restaurant concept by providing good ambiance and a relaxing family atmosphere. They went a step further to combine cultural and local food in their menu especially, jollof rice, moin-moin, salad and chicken, pounded–yam, Eba among others, unlike other operators MR. BIGGS had put into consideration the cultural mores of the country hence, the success story recorded. Unarguably, Lagos, Port Harcourt and to a degree, Abuja are currently the prime targets of these emerging markets. It is difficult to escape noticing the colorful edifices and

One is probably just around the comer of your street. The list is endless; Mr. Briggs, Tantalizers, Tastee Fried Chicken (TFC), Sweet Sensation, Big Treat, Favorites, Kas Chicken, Frechies, Chiquita, Gina’s Fast Food Delite, Kigstine Jo Snacks & Burger, Friends, The Kitchen, Charlies and new entrants like Quarter Jack in Ogunlana Drive, Surulere, The Triangle along Kodesho Street, Ikeja, Trendy’s and Domino Dina both in Sabo, Yaba, Choppies in ojuelegba among others too numerous to mention. Nworah (2006) argued that due to the competitive nature of the market, many of the outlets have started to blend their menus with African cuisines like Pounded Yam, Amala, Moin Moin, Eba, Semovita, Fufu etc. Other unexplored areas are in core Nigerian ‘fast food’ and snacks (possibly covering the over 300 varied ethnic nationalities within Nigeria). These include Boil (roasted plantain) & Epa (ground-nuts), Isu Sisun (roasted yam) & Epo (palm oil) with dry pepper, Dundun (fried yam), fried plantain (Dodo), boiled and roasted com, Eko. Ibru (2007:10) posits that these records have placed Nigeria in a vantage position with its economic potential worth $220 million which only local franchisors are enjoying