•Repositions The Brand
The Fast food industry is estimated to contribute a whopping 200 billion Naira to the Nigerian economy each year. Back in the days, fast food experience used to be a huge part of entertainment and fun. Outings used to mean going to the most popular food chain in town, buying a meal and sitting there to relax and chit-chat. These fast food owners put more efforts in making their restaurants as spacious and traditional as possible to make customers feel at home and also contain as many cars and people as possible.
Mr Biggs is a household name in the Quick Service Restaurant (QSR) business otherwise known as fast food in Nigeria. In its glory days, Mr Biggs can boast to have been responsible for why many marriages and relationships worked in the mid ’80s, ’90s and 2000s because many young couples often make Mr Biggs outlets their meeting place and a date without getting snacks and drinks from this eatery is most likely that the relationship was going to hit the rock. However, new brands arrived in the market and other brands that couldn’t step up their game were relegated to the background simply because as times were changing, tastes were also changing and the old strategies could not sell market to the consumers that have the buying power.
The competition in the fast-food business is no doubt very tense as many innovations have forced brands that cannot compete into the background and some new brands that recently appeared on the scene look ready to take the industry by storm. And undoubtedly, they are doing so. Before now, Mr Biggs, Sweet Sensation, Tetrazinni and Tantalizers were the major brands in this sector and they all enjoyed a reasonable market share until around 2009 when new brands began to spring up. Right now, The Place, Kilimanjaro, Seven Eagles, Bheerhugz Café, Krispy Kreme, Dominos & Cold Stone, KFC, Mama Cass, Chicken Republic etc. are one of the newest arrivals that took the industry by surprise.
These brands added various spices to their products and services. They not only supply both African and Intercontinental dishes alone, but the manner and speed at which they deliver is also second to none. Not just that alone, the ambience of the environment where the meal is served is always inviting.
WHY REBRANDING?
Gone are the days when consumers get unsatisfied services and still return to the same place simply because they are left with no options. This and many other reasons made the just rebranded UAC restaurants, the owners of Mr Biggs which first opened on August 12, 1986, in Marina, Lagos and has since then spread across the major cities in the country work out a modality for customers’ satisfaction and retention. A brand of 33 years will definitely need to put in a lot of things, be more creative and more proactive to be relevant. The UAC Restaurants which is also a branch of the just rebranded UAC Ltd will stop at nothing to make sure that all its sister businesses thrive in every sector, an inside source told Brands & Products.
Mr Biggs before…
Mr Biggs has hundreds of restaurants across the country some fully owned by its parent company, UAC restaurants while franchises were given to several other Nigerians to own and run fast food using the same brand. In the past, many customers have complained about the quality of products and services rendered by some Mr Biggs outlets not knowing whether they belonged to UAC restaurants or franchise owners. City People’s Brands & Products had earlier spoken to many fast-food customers who had stated what they look out for and why they would visit or not visit some restaurants. Why are there unsatisfied customers and rugged-looking Mr Biggs outlets in some parts of Nigeria? The answer was not farfetched. According to Mrs Ethel Mba, UAC Restaurants’ Marketing Manager, some franchise owners got it right while others got it wrong and the parent company is on the verge of taking over all outlets completely. “It is a gradual process, it may not happen as early as many consumers expect but it will surely happen in the near future, she concluded.
UAC RESTAURANTS’ TURNING POINT
Brands & Products last week took a tour to some outlets of Mr Biggs across Lagos and saw how the former most preferred fast food restaurant in Nigeria has strongly positioned itself with various products and services and value-added services that will ensure that the brand retains its topmost slot in the QSR industry. Starting from the Oregun outlet in Ikeja, Brands & Products observed that the outlet was fully functional and already serving breakfast to some customers at 7:00 am. The snacks were smoking hot and meals were tasty as well. Two customers who both pleaded anonymity spoke with Brands & Products said had a satisfactory experience and have every reason to come back although one of them said he didn’t enjoy the TV channel because it was not clear enough. The feedback was more than convincing that Mr Biggs is poised to claim its crown again. Because record has it that the brand was voted by consumers as the most trusted QSR brand for five consecutive years; between 2010-2015 in the famous Brands Health Awards.
THE PALMS MALL EXPERIENCE
Brands & Products also toured the Mr Biggs outlet at the Palms Mall in Victoria Island and the experience was entirely different from what it had on the Mainland. Not because there was a lack of quality but simply because of the environment. The Mr Biggs outlet in this mall is not different from any other modern-day eatery. The settings are impeccable and inviting and the staff quite friendly and approachable. Something very unique about this outlet and differentiates it from what is obtainable on the Mainland is the sales of Debonairs Pizza. A delicious pizza that has everything it takes to compete favourably with other brands of pizzas anywhere in the world. A customer, AdebamboSharon who bought the Pizza when Brands & Products visited revealed that she drove down to buy from a distant place because her children had demanded it. “I am not a Pizza person but my children wanted it so badly, we only came here for shopping once and they had a bite. Ever since they would not allow me rest except I buy for them and since they are still on holiday, I had no choice than to drive down;” she said.
JAKANDE ROUND ABOUT OUTLET, LEKKI
The story not different at the Mr Biggs Jakande roundabout outlet in Lekki. It is an outlet located in a beautifully designed state of the art architecture. Brands & Products had a chat with the operations manager of the outlet, Mr Oluwadayomi Akindele who spoke majorly on how stiff and intense the competition and battle for survival is in the environment. He said, “in the environment, we have a lot of competitors like Shoprite and the others but we are still able to stand our ground and the focus has been quality of the product and various offerings from time to time. We also listen to our customers and get feedback from them and we make sure that when next they come, they always see improvements. We have got a lot of recommendations and commendations from customers in this environment. We serve our products fresh and hot at all times. We also have a very good production planning, it comes out in bits when you come here and see products that are fresh and hot, you don’t have any reason to doubt their freshness.”
Speaking further, Mr Akindele talked about how the location of the outlet has been helping to wade off competitors and attract new customers every day. “This place is strategically located and our customer service is topnotch. We understand that customer is king here and we treat them as such. That has been our strength and key strategies at this outlet.”
THE VGC WONDERLAND…
The Mr Biggs VGC experience is second to none in the QSR business, Brands &Products can authoritatively report. The future of the new Mr Biggs experience has definitely come to the fore, an expansion of the idea is all that remains for the brand to fulfil its dream of completely taking over the fast-food business again. Starting with a unique 2-storey building that sits just inside a beautifully designed fueling station, this outlet is not just a wonder to behold, it houses a complete home of relaxation and enjoyment for both the adults and children.
The down floor of this beautiful edifices houses the food stand, well arranged and well-spaced sitting position, internationally acceptable conveniences for both male and female while the upper floor can take care of more customers, a children’s playground, couples’ hangout corner, dining set and a reserved room where customers’ orders are being attended to.
…AND THE MEAL?
According to an inside source, the essence of this new phase of Mr Biggs powered by UAC Restaurants Ltd is to have a great meal in a healthy and charming environment. Virtually all Nigerian dishes are available for sale at this outlet, all snacks and soft drinks. Seafood, beef, chicken and assorted meats accompany every meal as planned. Likewise, all Naija soups in every region can be bought at very affordable rates. The newest addition is the Debonair’s Pizza which is not yet on sale on the Mainland. The inside source further reiterated to Brands & Products that this outlet is the first in this new era of Mr Biggs to be owned by its parent company and that this same building will become the new face of Mr Biggsacross the country in just a few years to come.
HOME DELIVERY SERVICES
Unknown to many, Mr Biggs now take home delivery orders in VGC. According to Mrs Mba, orders from a distance not farther than 30 kilometres from the outlet are being taken. As soon as the new Mr Biggs structure spreads across the country, every service rendered at the VGC outlet shall be replicated, Mrs Mba added.
WHERE NEXT?
Another inside source revealed to Brands & Products that two densely populated locations on the Mainland, Festac town and Abule Egba will be the next places these mega outlets will be situated and the reason is because UAC Restaurants intends that the quality of services and products Mr Biggs now offers spread quickly to everywhere in the state and to the entire country soonest.
