The new Burger King outlet is strategically located in Lekki Phase 1, an upscale district known for its upwardly mobile residents and home to prominent organizations. The selection process also considered various factors such as footfall, consumer behavior, social demographics, and geographical setting.
Expressing confidence in the new location while citing the similarities it shares with the highly successful Victoria Island outlet, Elie Youssef, General Manager of Burger King Nigeria highlighted the overwhelming positive response from customers, which led to the decision to bring the Real Burger Experience closer to more neighborhoods in Lagos.
Youssef said: “We are incredibly pleased to open another Burger King outlet in Lagos, Nigeria, as it reflects the immense support we have received from our customers. Our goal is to acknowledge their loyalty and bring The Home of the Whoppers within easy reach of every neighborhood in the city.”
According to Victoria Buzugbe, Marketing Coordinator, Allied Foods & Confectionery Services Limited, the choice to expand in Lagos was motivated by several factors including the city’s population, with Lagos being Africa’s most populous city, housing over 24 million residents as of 2022. Buzugbe also emphasized that Lagos serves as the cultural, financial, and entertainment capital of Africa, attracting both investors and visitors.
“The combination of a diverse and dynamic population presented an ideal opportunity for Burger King to cater to evolving consumer tastes and preferences,” she said, adding that Lagos provides a fertile ground for Burger King’s continuous evolution.
“We constantly innovate, offer new flavors while maintaining the exceptional quality the brand is known for. This resonates strongly with the Nigerian market, as evident from the tremendous response we witnessed during the recent launch event.”
Speaking on the brand’s universal quality, Ajayi Funmilola Ify, HR Manager, Allied Foods & Confectionery Services Limited revealed said: “We are not compromising on quality. And we also strive to keep up with the international standard in terms of quality. For our staff, we ensure we give them as much as we can in terms of welfare packages that I know that some other brands might not take as seriously as we do here at Burger King. We ensure to show our staff that they are valued and we place as much value on them as much as we place value on our customers and partners. That’s why you see them smiling genuinely while they are rendering their services because they know that they are valued by the establishment. They are also well trained on how to treat customers and we try to encourage a lot of growth so people can see their growth trajectory from when they joined.”
Special deals and discounts exclusive to the Lekki outlet have also been introduced to entice customers. Social media campaigns encouraging customers to share their Burger King experiences and leave reviews have also been implemented to drive engagement and increase footfall.
To meet the growing consumer demands efficiently, Burger King has formed strategic partnerships with renowned brands like Coca-Cola and established collaborations with popular food aggregators such as Jumia Food, Boltfood, Chowdeck, and Glovo. In addition to traditional phone orders, customers can conveniently place their orders through the Burger King Nigeria app and website, offering a seamless online ordering experience.
With its unwavering commitment to quality, innovation, and customer satisfaction, Burger King remains a global leader in the fast-food industry. As Lagosians embrace the opening of another outlet, they can expect to indulge in the famous flame-grilled burgers and experience the unparalleled service that has made Burger King an iconic name.
