NIGERIA: Chicken Republic Transformation Yielding Positive Results

 Indications emerged at the weekend that things are looking up for Chicken Republic, a leading Quick Service Restaurant in Nigeria, considering its performance within the first quarter with a record of double digit percentage growth.

According to THISDAY finding, the company made the giant stride as a result of the discovery of consumers that Chicken Republic is consistent in the quality of products coming from the stable. It has also been discovered that many consumers considered the QSR company as their prefered choices because of the ambience at its stores.

A customer who spoke to this reporter at the company’s outlet on Adetokunbo Ademola, Victoria Island, Lagos, Mr. Kayode Osobu, said he switched over to the brand in February for his lunch, following a recommendation from a colleague in his office, about its  excellent customer service and friendly environment.

Osobu, a banker said; “I resolved to stay permanently with Chicken Republic two months ago when a colleague in my office shared his experience with me about the uniqueness of products from the stable and royal treatment the customers are getting. I checked out and met the same, hence my decision to stay with the brand.”

Confirming the new development, the company’ s Chief Operations Officer,  Kofi Abunu said; “The numbers are in and they’re looking good for Chicken Republic; the chicken chain has recorded double digit percentage growth in first quarter.  In a way, this has reaffirmed that the brand has pioneered a revolution in the Nigerian fast food sector,”

Abunu went down memory lane that the brand started off this year with hopes of seeing 7-8 percent sales increases in the first quarter and that the management was delighted that the performance has far exceeded expectations. He admitted that the ongoing store renovations have allowed the brand to thrive, but he was quick to add that much of this performance can be attributed to the company’s product innovations, operational improvements and aggressive customer service training program.

Chicken Republic recently overhauled its menu offering which saw the launch of four new products; Chief Burger, Zippy Burger, Crunchy Wings and Crunchy Strips along with several value meals.

At a press briefing organised to usher the new product into themarket,  the Head of Marketing and Public Relations, Mrs Susan Rotimi explained that the new products are part of the ongoing market repositioning strategy aimed at strengthening the Chicken Republic brand so as to deliver more choice and value to its teaming customers.

“Product variety and affordability are critical to delivering extra ordinary satisfaction to our customers. We regularly feel the pulse of our customers by conducting consumer research annually and our robust New Product Development (NPD) unit work tirelessly to ensure all new products meet and exceed the expectations of our customers.”

She further added “Our guests love our soulfully spiced chicken and anything we introduce that builds on our authentic West African spiced chicken seems to be a hit”

Earlier, the Manging Director of the company, Mr. Deji Akinyanju, had stated that the organisation remains optimistic about its operations and will continue to position itself for an upward growth trend in the industry. ‘The investments we have made in our business will give us a strong competitive edge in the QSR sector’ he said.

As part of the moves to sustain the company as the fastest growing chicken QSR in West-Africa and a leading chicken Quick Service Restaurant (QSR) in Nigeria with 65 stores across Nigeria and in Ghana, the company is said to be embarking on an aggressive franchising model as part of its expansion plan.

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