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SERVICE QUALITY DELIVERY in the NIGERIAN FAST FOOD INDUSTRY- a Re-Examination of Current Practices

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SERVICE QUALITY DELIVERY in the NIGERIAN FAST FOOD INDUSTRY- a Re-Examination of Current Practices The International Journal of Social Sciences and Humanities Invention Volume 1 issue 8 2014 page no.627-640 ISSN: 2349-2031 Available Online At: http://valleyinternational.net/index.php/our-jou/theijsshi SERVICE QUALITY DELIVERY IN THE NIGERIAN FAST FOOD INDUSTRY- A Re-Examination Of Current Practices Fakokunde, Tolutope Olubamiji1, Iwarere, Henry Taiwo2, Mustapha, Adeniyi Mudashiru3 1Ph.D. M.Sc,MBA, B.Sc. Department of Business Administration, Federal University of Technology, Minna, Nigeria. Email id: [email protected]. & 2(Associate Professor) Ph.D, M.Com, B.Com, FCA(Nigeria), ACMA(England) Department of Accounting,Kogi State University, Anyigba, Nigeria. Email id: [email protected] & 3Ph.D Department of Business Administration, University of Ilorin, Ilorin. Nigeria. Email id: [email protected] ABSTRACT: The changing socio-cultural pattern witnessed worldwide, especially in developing economies, has brought the fast food industry into limelight more than ever before. This paper therefore considers it worthwhile to expose the fast emerging sector in Nigeria, with the aim of consolidating and improving current operating procedures in the industry. The paper therefore while recommending strict application of quality control and improvement measures, also comes to the conclusion that the industry’s activities portends great opportunities for economic development of the country, if properly harnessed. Keywords: socio-cultural pattern, quality control and improvement, citizens, proliferations, restaurants, perception, practitioners. INTRODUCTION landmark in the economic history of the country. The opening of what can be referred to as Since then, the Nigerian business environment has the first modern fast food outlet in Nigeria in never remained the same again. It has witnessed 1986, by Mr Bigg’s, a subsidiary of UAC Nigeria, and continues to witness the establishment of could be regarded as a turning point in the social various fast food joints, fondly referred to as wellbeing of the citizens as well as a significant eateries in virtually every nooks and corners of the 627 Cite as : SERVICE QUALITY DELIVERY IN THE NIGERIAN FAST FOOD 2014 INDUSTRY- A Re-Examination Of Current Practices; Vol.1|Issue 07|Pg:627-640 country. A glance at any street corner in Nigeria, The essence of this paper, therefore, is to now, especially in the urban centres, may likely present the current dynamics of fast food reveal at least two eateries with their front-lit operations in Nigeria against the backdrops of menu boards jostling for customers’ attention. At existing quality service administrations and present, there are over 150 brand names in the customers perception and with a view of finding a country. Also, the South western Nigeria alone common need for improvement and proper control accommodates nothing less than 500 outlets of in the industry. different sizes established by corporate individuals THE CONCEPT OF THE MODERN FAST and organizations (Fakokunde, 2010). According FOOD to Eke (2006) and reported by Olutayo and The modern fast food industry is highly Akanle (2009), the number of fast food outlets in commercialized and characterized by various pre- Nigeria is increasing at a geometric rate and formulated procedures and food preparation expected to double in five years. methods usually set up with the intention of Notwithstanding, this increasing growth minimizing production cost and delivery time. and proliferation of fast food restaurants in Greater emphasis is always placed in ensuring Nigeria can be excused on the basis that it is a certain level of flavour and quality consistency of worldwide phenomenon. The Food Institute products and quick services as expected by Reports of February 6, 2006 and April 19, 2010 customers. Various variants of cuisines and dishes both confirmed the ever-increasing global demand are popularised by fast food restaurants across the for fast food services. In 2006, the global fast food globe. While pizza is wide known in the U.S., market grew by 4.8% and reached a value of sushi is common in Japan, kebab, fish and chips 102.4 billion and a volume of 80.3 billion are popular fast foods in Europe, Australia and transactions. It was also reported in April 2010 New Zealand. that sales increase of 3.0% from a year earlier is It is noteworthy that the business of fast the largest in the sector since January 2009. food retailing is fast spreading and striving 628 Cite as : SERVICE QUALITY DELIVERY IN THE NIGERIAN FAST FOOD 2014 INDUSTRY- A Re-Examination Of Current Practices; Vol.1|Issue 07|Pg:627-640 globally with numerous fast food ventures located sales figures of $142 billion in 2006, are expected all over the world. McDonald’s is considered as to increase by 5% yearly. In India, the fast food the largest operator of fast food in the world, with industry is growing by 40% yearly over 31,000 restaurants located in 120 countries, (www.fastcasual.com). on six continents. The busiest fast food in the THE NIGERIAN FAST FOOD INDUSTRY: world is McDonald’s in Moscow, which was CURRENT TRENDS AND ISSUES. opened on January 31, 1990. Other fast food The fast food is linked to the food multinationals include Burger King, Kenturcky industry. Mainly, fast food outlets in Nigeria can Fried Chicken (KFC), Big-mac, Pizza Hut, be classified as either providing unstandardized or Subway and Taco Bell. In Nigeria, the leading fast standardized services. The unstandardized outlets food operators are Mr.Bigg’s, Tantalizers, Tastee are usually the unregistered small operators, Fried Chicken (TFC), Sweet Sensation, Tetrazzini providing informal but fast casual table services to and Chicken Republic. The indigenous South customers. In this category are the traditional food African fast food market is dominated by Nandos, vendors, cafeterias and casual dining restaurants. Black Steer and Chicken Licken. In Canada, On the other hand, the standardized outlets PizzaPizza and 241 Pizza are among the leading include the registered food retail outfits with indigenous fast food operators. formalized business names and organized Consumption records show that about structures, whose operations are usually large- $110 billion was spent on fast food in 2000 as scaled and certified by appropriate regulating against $6 billion in 1970 in the U.S. alone. authorities. In this category are the single-branch Employment records also shows that over 2 eateries and chained quick service restaurants that million workers are employed in the areas of fast provide minimal table service to customers. Also, food operations and servicing in the United States. unlike the former, which is considered to have Although the organized fast food industry loses existed for generations, the latter category is substantial market share to the informal sector, regarded as modern and emerging, as a result of 629 Cite as : SERVICE QUALITY DELIVERY IN THE NIGERIAN FAST FOOD 2014 INDUSTRY- A Re-Examination Of Current Practices; Vol.1|Issue 07|Pg:627-640 recent rapid urban developments in various farm to the table. The management and operations countries of the world. Outlets in the organized of quality service restaurants (QSRs) require and sector are usually established by either corporate attract various job opportunities and professionals, individuals or multinational organizations including service providers and suppliers. These concentrating mainly in urban centres. ranges from farmers, caterers, horticulturists, In this light, the Nigerian fast food interior decorators, technicians, food technologists industry can thus be divided into two: the formal to estate agents, architects, engineers, auditors, sector and the informal sector. The formal fast accountants etc. food industry consists of the newly emerging Although the list of new entrants increases organized and registered outfits of different sizes daily in Nigeria, as earlier mentioned, but this providing large scaled standardized eat-in and research identifies only seven fast food owner- take-away services to consumers. The informal operators as dominating the industry with less sector consists of the plethora of usually than 50% share of the total industry market as at unregistered small operators and restaurants 2007. There are other numerous indigenous QSRs providing unstandardised fast but casual table holding sway in Lagos, Abuja, Ibadan, Port services to consumers. Harcourt and other urban locations, namely Sweet According to the Association of Fast Food Sensation, Chicken Lovers, Chicken Licking, and Confectioners of Nigeria (AFFCON), the Mama Cass, Captain Cook, Chicken Palace, Nigerian fast food industry is healthy and Spices, etc providing varieties of Africana and currently worth about N190billion with the continental cuisines to teeming customers. The potential to grow bigger. presence of international brands such as Nandos, Also, the industry is considered as highly Steers and St. Elmos is also felt in the industry. At labour-intensive. In Nigeria, this category of present, there are about 100 brand names in the industry is identified as a leading overall employer industry. Some big established outlets now offer of labour, looking at the food supply chain from 630 Cite as : SERVICE QUALITY DELIVERY IN THE NIGERIAN FAST FOOD 2014 INDUSTRY- A Re-Examination Of Current Practices; Vol.1|Issue 07|Pg:627-640 franchise opportunities and arrangements for coffees, chips, pizzas, ice- creams, soft drinks etc willing individual investors to own and operate are now translating into local and traditional fast food businesses with their brand names. dishes such as ofada (white rice), iyan (pounded Through these arrangements and others, it is yam), amala (yam flour), asaro (porridge), emu planned that more restaurants will be opened in (palm wine) etc. Some restaurants now offer due course to meet the ever-yearning desires of traditional foods only. Notwithstanding, Nigerians for an ideal fast food industry in the restaurants providing specialized country. products/services such as ice- cream only, pizza- Due to the socio-cultural background of only, outdoor- only, Chinese-only menus are still the various ethnic settlements of the country, the striving in various parts of the country.
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