Global expansion has been key for Yum. The KFC owner generates about a quarter of its
revenue from its international business unit and posted system sales growth from the division that was twice as fast as the whole last quarter.
KFC, which sells Nigerians fish burgers and vegetable fried rice in addition to the chicken that made it famous, is currently the biggest international rival, having opened 25 restaurants since first entering in 2009. Domino’s and Cold Stone Creamery followed in 2012 and now plan to add about five outlets a year across the country and Lagos.
Nigeria “presents opportunities in the form of substantially less penetration than developed markets and the ability to establish a dominant brand and market share,” said
Sara Senatore, a New York-based
analyst at Sanford C. Bernstein& Co.
Overall, low poverty still restricts the number of international chains that can enter, since modern fast-food prices are quite expensive and beyond the reach of most,” said Euromonitor analyst
Victor-Serge Ajibola.
At KFC, a three-piece chicken meal with fries or rice and a drink costs 1,800 naira, or nearly $11.
Layzell said it costs twice as much to open a Nigerian KFC than a South African one, but that exponential growth on the continent is going to come from outside of South Africa, which is already KFC’s fifth-biggest market.
The challenges of Nigeria aren’t deterring Domino’s and Cold Stone, which have a combined 15 shops currently mostly dotted around Lagos, said
Jean-Claude Meyer, who runs the local franchises in Nigeria.
“In 20 years’ time, we expect to be in every corner of the country,” Meyer said, though currently they are focused on Lagos. He called the current expansion plan “pretty conservative” for a country with a population that is more than half the United States.
Culled from Bloomberg.com
To contact the reporter on this story: Chris Kay in Lagos at
ckay5@bloomberg.net
To contact the editors responsible for this story: Vernon Wessels at
vwessels@bloomberg.net; Celeste Perri at
cperri@bloomberg.net Paul Jarvis