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.
Original language | English |
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Pages (from-to) | 258-271 |
Number of pages | 14 |
Journal | International Journal of Business and Globalisation |
Volume | 1 |
Issue number | 2 |
DOIs | |
Publication status | Published - 8 Jul 2007 |
Externally published | Yes |
Keywords
- Ethnic cuisine
- Experiential retailing
- London
- Nigerian restaurants
- UK
- Ethnic business
- Globalisation
- Ethnic entrepreneurs
- Entrepreneurship
- African immigrants
- United Kingdom