Title: Nigerian restaurants in London: bridging the experiential perception/expectation gap

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.

DOI: 10.1504/IJBG.2007.014434

International Journal of Business and Globalisation, 2007 Vol.1 No.2, pp.258 - 271

Published online: 08 Jul 2007 *

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