Was The Best In Early 70s – Fast Forward To 33-years after, Mr. Bigg’s is not so big anymore
Mr Bigg’s is one of Nigeria’s fast food restaurants. Owned by Nigerian conglomerate United African Company of Nigeria PLC, there are currently around 170 locations in Nigeria, including the country’s first drive-through restaurant, with another four locations in Ghana. From the late 1970s to early 2000s, MR BIGG’S was the most sought-after fast food restaurant, but 33 years later, the company is gradually winding up, becoming a fading memory in an era of competition; the fall of this giant will, however, cost Nigerians a lot.
Boldly we can say that it isone-time most sought-after fast foodrestaurant,is struggling to deliveron its sloganand compete in a Quick Service Restaurant market that’s in a shake-out phase.
From the late 1970s to early 2000s, Mr. Bigg’s was the best fast-food chain for every Nigerian, with outlets situated in almost all communities,especially in the South-West.It was a home away from home formost Nigerians, regardless of their social classes, as itoffered delicacies that left customers with a delicious experience, but 46 years later, the company is gradually winding up, losing the market it once dominated to the likes ofTasty Fried Chicken, The Place, KFCand some other Nigerian-owned fast food restaurants.
The one-time householdname is now a fading memory among Nigerians and it’s telling on the company’s outlets. Within the past few years, Mr. Biggs has been cutting back on its locations, shutting down outlets in areas likeOjota,Ogudu,SoboinAkowanjo-Egbeda road, while operational outlets are being deserted by Nigerians.
Here’s How Mr. Bigg’s problems started
Other start-upswent in quest for survival, as competing against the UAC-owned fast-food chain was considered a suicide mission. But while the franchise move aided the popularity and expansion of Mr. Bigg’s, the franchise outlets couldn’t maintain the quality assurance that it was known for. It was no longer serving delicious experience, so customers went in search of it elsewhere.
Self-inflicted harm: Mr. Bigg’s adopted a business strategy that allowed it to operate by proxy. The company subscribed to franchising and monetising its brand for QSR entrepreneurs interested in using its name to capture market share. This system helped the company to break new grounds faster, and meet growing demand in its early years.
Rising competition:Unlikethree decades ago,when Mr. Biggs reigned supremeasthe only option,the QSRmarkethasbecomesaturatedand Nigerians are now spoilt forchoice.Over the years, the likes of KFC, TFC, The Place and manyotherlocal fast-foodrestaurantshave sprung up to meet the change in customers’tastepreferences, thereby, replacingMr. Biggs.
The growth rate of the aforementioned companies shows that Nigerians were longing for something different but Mr. Biggs failed to meet their expectations.
As expected, when customers’ taste preference favours a fast food brand,itsdemand increases while demand for the outlet whose servicegoesagainst the preference declines. The latter is the story of Mr. Bigg’s.
Mr. Bigg’sin declining stage: Asiderice and chicken,Mr. Bigg’s is known for itsmeat pie–one of the most sought-aftersnacksin the country way back.However,both have come under criticism.The ricewas said to be tasteless, whilethe meatpiehas been dubbed‘Air pie’in some quarters. Some customers joked about buying beans to make up for the lack of expectedfillingin the pies served in some Mr. Bigg’s outlets.
The business lifespanoftheQSR known for havingNigeria’s first drive-through restaurant seems to be exiting the maturity stage and entering that of decline, as it seems the company has nothing new to offer Nigerians.
What Nigerians are saying
While speaking to a media practitioner,UkhueleigbeZaccheaus,Nairametricswas told,“Come to Akowonjo, beside D-Demz (Sobo street) Mr. Bigg’s is small and dead.”
TolaOyeyemi, a businesswoman, said,“The last time I ateat Mr. Bigg’s was two months ago and the food was not good. It can’t be compared to how it was before, so I prefer going toJust Foodover Mr. Bigg’s.”
For Gabriel Alabi, another media practitioner, the last time he ate at Mr. Bigg’s was during his teenage years.
“I can’t really recall the specific date I stopped eating at Mr. Bigg’s, but I know it was when it used to be like an amusement park to us. I don’t go there because I’m not a fan. Then, it was just because of the buzz about Mr. Bigg’s.”
While aroundOsogbo, an undergraduate,Adejoke, said,“They have shutdown. Not that they have really shutdownoo! Like they (customers) are not rushing it like before. Sometimes they (Mr. Bigg’s) microwave their turkey.”
See other reactions below.
lmao, Mr biggs is now for parking cars
— BABA ALI (@_FreshAA)July 13, 2019
Impact of the company’s fall:Mr. Bigg’s’ struggle across Nigeria has a negative impact on the country’s employment numbers, as it’s the largest fast food chain in Nigeria. It is one of the companies that middle and lower-class individuals depend on for job opportunities.
Donned in the company’s famous red and yellow uniform, undergraduates and secondary school leavers make up the workforce of Mr. Bigg’s. They depend on the company to earn in order to improve theirstandardsof living.
The strugglebeing experienced by the company threatens retrenchment and disengagement of staff, increasing the number of individuals in the labour market in a country already bogged down by slow growth, and high unemployment level.
Is this downward trend the end of Mr. Bigg’s? that depends on the management’s willingness to innovate and adapt to the changing preference of customers. And considering the years of experience the company has in the restaurant business, it’s capable of transforming into a old wine in a new bottle.