Authors: Nnamdi O. Madichie
Addresses: Business School, University of East London, 4-6 University Way, London E16 2RD, UK
Abstract: Nigerian restaurants in London have not gained as much popularity as their peers. Indeed they failed to make the top-20 in the marketing intelligence polls between 1999 and 2002. Ironically the acclaimed |pioneers| of Nigerian cuisine have existed for much longer – following the upward trend of African immigrants into the capital. This paper argues that the marketing strategies adopted by these businesses are inconsistent with the real needs of their clientele-base. Thus to improve their experiential marketing record, Nigerian restaurateurs should be more proactive in leveraging their market offerings in order to breakout from the margins to the mainstream.
Keywords: ethnic cuisine; experiential retailing; London; Nigerian restaurants; UK; ethnic business; globalisation; ethnic entrepreneurs; entrepreneurship; African immigrants; UK; United Kingdom.
International Journal of Business and Globalisation, 2007 Vol.1 No.2, pp.258 - 271
Published online: 08 Jul 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article