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

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.