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

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  • Nnamdi O. Madichie

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.

Suggested Citation

  • Nnamdi O. Madichie, 2007. "Nigerian restaurants in London: bridging the experiential perception/expectation gap," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 1(2), pages 258-271.
    • Handle: RePEc:ids:ijbglo:v:1:y:2007:i:2:p:258-271
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