Chick-fil-A, a fast food chain which makes chicken right, is blowing financial metrics. The US-based fast food chain is a revelation. It has a cheap fee to open a chain but it has a premium royalty. About 60,000 people apply for an outlet operating license but only 80 are selected yearly! This company which has the highest customer satisfaction in the fast food business, in the U.S, has built a Perception Demand. How did it do it? Focus on those who can make customers to become fans.
Yes, you just need to have $10,000 and if they pick you because you really like the business of serving customers, your outlet can generate $8.1 million in average yearly sales. And you do not need to be a person of means (with a big net worth); you just have to be the right person to run a restaurant and feed people!
Let’s move to Nigeria, focusing on Jevinik, a casual dining restaurant. It does not run a franchise model. Franchising is always challenging in Nigeria. They used that to destroy Mr. Biggs when lack of standards across the outlets affected the brand. Yet, franchising is going to become part of the future because it is the most efficient way to scale.
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