When in December 2023, Burger King Nigeria opened the doors to new outlets in Lagos – the Palms Shopping Mall (Lekki) and the Agungi stores – no-one really know if anything different would be served.
Rushdi Ibrahim (CEO of Burger King Nigeria) had said: “We tailor our offerings to local tastes by incorporating popular Nigerian flavours into our menu items, ensuring a blend of global standards with regional preferences. This can be seen with the launch of our Pepe Whopper, Suya Whopper, and Nigerian sides like potato cubes, plantain cubes, and yam fries”.
Rushdi has since delivered on the Burger king Nigeria promise – which perhaps validates the opinion that because franchisees have invested their own capital, they are motivated to work hard for both service and profitability. It also appears that franchising offers substantial efficiencies in promotion and advertising by leveraging the value of a well-known brand.
A beginner franchisee, however, needs to outline its business goals over an extended period and analyse how it can use franchising to fulfill those goals.
To assess franchising as an entrepreneurship option, read Risky business or not? Why franchising makes more sense than you think