A famous eatery in Nigeria, Mr. Biggs, has been advised by its numerous customers to consider rebranding and upgrading of its services.
Mr. Biggs which used to be the unrivaled fast food outlet has recently grown its business from bad to worse as other fast food outlets appear to have raced ahead of it in terms of modernised service delivery.
The Point investigation revealed that numerous customers of the eatery have abandoned the eatery for other fast food joints due to poor and substandard services.
Experts say the major source of the company’s problem emanated from greed by giving franchise to people who could not manage the business.
Chief Executive Officer, DASH Events, Miss Sharon Ogunnaike, said the fast food outlet had been unable to remain consistent and the business name was bastadised by people who jeopardised the business.
“I think their problem majorly was because they franchised the business to a lot of incapable people, they were not sure of in terms of management. Hence, people began to generally think their service was depreciating for the worse and I think the management itself, as a whole, lost their ability to be consistent after making it big.
“Everything about them dropped, the food quality, staff, outward appearance of the food as well as their structures and for such a business with a large competitive market, they have to be very consistent and be able to step up their games so that they can remain on top via meeting customer demands,” she said.
Responding, the Creative Director, Triple Tees Event, Mrs. Tinuade Temidayo, said Mr Biggs has lost its market because of unprofessionalism.
“I think they have lost their market. Many people have taken over and it’s not like their food does not taste well then, but the issue was lack of managerial skill. The last time I went to Mr. Biggs at Shoprite, their food was small and was tasteless while their competitors was far better,” she said.
According to Samuel Obitolu, the outlet needs innovation and rebranding of the services. They have to do more on advertising, thereby creating awareness.
“I think the cause of their dilemma was that, they were too comfortable with the services before and
didn’t bother to upgrade or repackage, and failed to introduce new ways of doing things.
“Customers look for trends, they prefer new things. When they see new things, they abandon the old ones especially when the new ones come with ecstasy,” she stated.
Obitolu added that, “for the business to be at the top of its game, the marketing department has a lot of work to do, and the managers has to patronise other eateries to know what they are missing, and also established platform for complains and suggestion by customers to rebrand the business.”
Though the prevailing harsh economic climate and poor management, among other issues, have led to the shutting down of some outlets of the foremost Nigeria’s fast food restaurant, Mr. Bigg’s, which its owner, United African Company of Nigeria Plc.,, said it is planning a re-launch of the brand.
The Marketing Manager, UAC Restaurants Limited, Mrs. Ethel Mba, said Nigerians will get to see the revival and rebirth of Mr. Biggs brand. She disclosed that there was an ongoing attempt to re-launch the brand to meet up with the dynamic trends in the fast food business.
“Currently we are planning a re-launch of the brand. The food fest, which came up early this year, was to refresh the brand and we expect that it will bring a new perception via our meals and advertising for our consumers,”
she said.
