NIGERIA – World’s second-largest fast-food hamburger chain, Burger King, has opened its first outlet in Nigeria in partnership with local firm Allied Food & Confectionary Services Limited.
Burger King’s market entry was supported by the Commercial Service (CS) of the U.S. Mission, that assists American companies to find Nigerian partners who are interested in U.S. goods and services, including franchising.
U.S. Mission Commercial Counselor Jennifer Woods welcomed the arrival of the iconic U.S. brand in the country.
She highlighted the impact new businesses have on the economy, especially a well-known name like Burger King in an emerging market such as Nigeria.
“With Africa’s largest economy and a sizable youth population that is connected to the world, U.S. brands must consider Nigeria a critical market,” Woods said. “And while these companies will benefit from expansion into Nigeria, so, too, will Nigeria benefit from their presence.”
Woods explained that the addition of another American franchise – one that emphasizes a culture of excellence – will help provide job opportunities as the business expands to new locations across the country.
She lauded the high level of consumer interest and enthusiasm for the iconic American quick service restaurant since opening its doors in early November.
“The enthusiasm has been overwhelming, and this speaks volumes of the strength of American brands, and on a deeper level, the connection between our two countries,” she added.
Present at the grand opening ceremony were managers from Burger King’s global team including Robert Lu, General Manager for Burger King UK, Middle East, and Africa, and Almu Miguel-Romero, Area Franchise Lead for Sub-Saharan Africa.
Lu said that Nigeria had been a priority market for the last 10 years, adding that he was thrilled to “finally call it a reality”.
“We couldn’t be more excited to bring our guests here the iconic Whoppers, fries, and delicious BK food that they’ve been requesting for years now.
“We can’t wait to show them what it’s like to have it their way at Burger King,” he said.
The US-based restaurant chain is set to join the likes of Domino’s Pizza, Krispy Kreme, KFC, and Chicken Republic in a saturated market with the presence of hundreds of other traditional restaurant chains.
Burger King is expected to dig deep into its quiver of strategies to ensure an impressive performance and success in its first year of operation, as other players have been having it tough following their respective launches into the Nigerian market.