How Mr. Biggs Lost its Top Spot in the Nigerian Fast-Food Industry

Almost every Nigerian that grew up in the 70s, 80s, 90s, and early 2000s is familiar with the then-popular fast-food chain, Mr. Biggs.

The one-time most sought-after fast-food restaurant has become a shadow of its former self – the one thing many businesses fear. The franchise chain is currently living in a past glory and is struggling to remain relevant in a highly competitive Quick Service Restaurant industry.

Between the late 1970s and early 2000s, Mr. Biggs was the most visited and patronized fast-food chain in Nigeria. Its outlets spread across the 36 states of the country with some states having up to five branches or franchises. Mr. Biggs outshone its competitors and dominated the market for decades.

The big question on every Nigerian’s mind is, “what happened to Mr. Biggs?”

With the likes of more competitive brands like Kentucky Fried Chicken (KFC), Chicken Republic, Dominos, The Place, Tasty Fried Chicken, etc., coming into the market, the Mr. Biggs brand unnoticeably faded away. The one-time household name has gradually lost its relevance in today’s market after 46 years, and the loss is telling on the state of its outlets all over the nation.

It is an agreeable fact that almost 80% to 90% of Mr. Biggs outlets across the nation have become dilapidated, with unrenovated building, poor food and customer service. Some have gone as far as shutting down the business entirely.

How did Mr. Biggs fall?

The troubles of Mr. Biggs began after the company adopted a new business strategy to operate by proxy. Rather than being controlled by one person or a group of persons, the company decided that it was best to monetize its brand through franchising for QSR entrepreneurs. Franchising is not a new business strategy and has worked for many other big brands who sell out fractions of their brand to franchisors interested in using the brand’s identity to capture market share. So, what really happened to Mr. Biggs?

While the franchise expansion strategy led to popularity and growth of the brand, it was only a matter of time before some of those franchises began to drop the standard. Quality assurance couldn’t be maintained anymore, and like a plague, it spread to other outlets. As a result, customers looked elsewhere for good food and services.

Another blow that hit Mr. Biggs was the rise of stronger competitions. After three decades of dominating the QSR market, the last decade was a struggle for Mr. Biggs. The industry has become saturated by more sophisticated brands run by more innovative and vibrant owners. These new fast-food chains are ever-changing and innovative to meet customers’ taste and preferences as the times change.

Is it wise to own a Mr. Biggs Franchise now?

Unless you plan to buy the whole brand and rebrand it, it might not be a wise decision to purchase a Mr. Biggs franchise now. The risks involved in using a fallen household name are more then the profits you stand to get.

Generally, owning or starting a fast-food franchise is a good business strategy for business owners who want to build on an existing and popular brand name. Fast food businesses are quite popular around the world, and the business sells as fast as possible. One advice: before starting a fast-food franchise, especially in Nigeria, be sure to do a thorough research on the brand before committing your time and funds to it.