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The compelling attraction of the brilliant colours of orange and yellow pull the first time visitor into an alluring ambience of the wave-making eatery. Call it a fast food restaurant, or Quick Service Restaurant (QSR), like its predecessors such as Mr. Bigg’s, Sweet Sensation, Chicken Republic, Tantalizers, and Tastee Fried Chicken their menu and top-range services have a combined centripetal force on the bulgy purses of the novaeu riche of the urban society.
The term, “fast food” which was first recognized in a dictionary by Merriam–Webster in 1951 connotes the unique culinary experience of both the preparation and presentation of their dishes. From the business perspective, “fast food restaurants are typically part of a restaurant chain or franchise operation that provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels”.
In their traditional niche, QSRs serve fast food cuisines cooked in bulk in advance and kept hot, presented from a limited menu. Though it is packaged to order and usually available for ‘take away’, well arranged seats are also provided for those who wish to savour the cozy and cool surrounding, spiced with soft, soul-lifting music that combine to delight the senses of sight and hearing.
The question that came to mind was obvious- what new cuisines, services and initiatives would Mega Chicken would bring to the Nigerian culinary experience, especially making its foray, with both KFC and on its toe? And what about having to operate in a rather inclement business environment, characterized by the economic recession? The answer is not far-fetched.
Mega Chicken Restaurants (MCR) Ltd came into reality after the cross-pollination of ideas by some eggheads called the ‘country builders’ with the noble aim to develop a first class Fast Food, Chinese and Continental restaurants of unbeatable taste and quality. To expand its customer base it was meant ab initio to accommodate low, middle and high class customers. The concept is to be relevant in the food and hospitality industry so as to appeal to all nationals; for them to always feel at home wherever they may be . At Mega Chicken Restaurants Ltd, the verdant vision is: “To give the experience of excitement and offering unparalleled quality in service delivery”.
With branches located at Festac area, Eti-osa, Lekki-Epe Express road, Ikota, Ajah, Lagos and Agidingbi-Ikeja axis they provide quality and affordable local and continental dishes. These include economy and filling varieties of food items like chicken joints, burgers, pizza, snacks and other ice-cream products like crushers with variety of flavors. The variety of the dishes are for Delivery, Dine Out or Take-away. The delicacies are prepared for families, associations, groups and Kids who want to have a swell time out. With PoS available, the ease of payment for products and services is guaranteed. The location of the Festac branch opposite the fun Funderland Mall, is appealing as families and friends come over to enjoy a quick meal between adventure games. A first time visitor noticed that “their service delivery is on par with the nice meals, and you might get discount offers and loyalty rewards if you become a regular customer”.
The feedback so far is heart-warming for the owners. For instance, one
Alexander Osondu had this to say after a treat on 12th November,2017. Said he:“They have great prices, very sumptuous meals and a courteous staff”. On his part, one Mr. Joszef Yong praised their efforts with the words:” Captivating, I could perceive the aroma from the car park. The prices are reasonable enough. And the food is very tasty”. That was after having a great time out on 9th November last year.
Also in the same month, one Mr. Ayoola Afolabi gushed: “Tasteful cuisines. They have a special rice called Mega rice and it is quite tasteful” Not left out was Buren Obi who said that Mega Chicken has:“Well priced good food ranging from fast food to local dishes and intercontinental cuisines”. That was for the men.
The women also have words of commendation for the QSR. Back in August of last year, Kafilat Emmanuel said: “The food here is pretty good. They provide a wide range of options, including breakfast in the morning. They pay attention to quality and customer service, with a rep available to take and remedy complaints”. And Chi Amaka , without mincing words said that this is “a cool eatery with different dishes to choose from. Good service rendered also, you’ll definitely enjoy food bought or time spent there, cheers!!!”
All these accolades notwithstanding, some customers have urged the company to reduce its price of bread and institute better crowd control to save precious time. Even then, as the competition intensifies amongst the industry players it should also prepare for eventualities as only an innovative approach to its operations would keep it afloat and smiling.
For instance, back in 2014 a through appraisal of the QSR sub sector of the food industry revealed their dwindling fortunes. Tantalizers was not the only one so hit. Before Tiger Brand bought equity in the fast food arm of United African Company Nigeria (UACN), Mr. Bigg’s, its QSR, was under threat. Even after the intervention, it was not clear if it has returned to the path of profitability, as some of its outlets at some service stations were closing down.
The way forward is for pragmatic partnerships between the QSRs and farmers who supply some of their raw materials. Nothing stops any of them from engaging in backward integration policy of the IBB era. A company such as UAC with its Grand Cereals and Oil Mills (GCOML) Ltd in Jos could reduce the cost of production by this means.
Therefore, as Mega Chicken forges ahead, it should synergize with the suppliers of its inputs. Also, state and federal governments should take a look on ways to assist the industry to grow. Provision of stable power supply, good access roads as well as the Bank of Industry (BoI) and streamlining tax payment to avoid multiple taxation would go a long way in this direction.
Since the QSR has link with the small and medium scale enterprises (SMEs) and employs hundreds of thousands of our youths, the time for Public Private Partnership (PPP) is today, not tomorrow.
Ayo Oyoze Baje
