Keywords: ethnic cuisine, experiential retailing, London, Nigerian restaurants, UK, ethnic business, globalisation, ethnic entrepreneurs, entrepreneurship, African immigrants, UK, United Kingdom
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.