How do we differentiate ourselves?

Menu Comparison between ourselves and key players reveals the following:
1. We do not have any unique differentiator anymore:
 Our top seller - Asun is now sold across all key restaurants
 Our other unique dishes are still struggling with Asun level acceptance, at our top locations:

Average Qty sold daily Lekki VI Ikeja Alausa

Prawn in chili  17 n/a  31  16

Prawn in pepper  29 23  26  18

Peppersoup  162 40  36  43
Nkwobi  52 n/a  n/a n/a 
Asun 786 374 560 416

* The menu comparison can be found in appendices

How do we differentiate ourselves?
2. We fall short in the following areas compared to our closest competitor:
 Chicken
 Beef
 Fingerfoods like pizza, burger, shawarma, etc.

Product / No of Mega Chicken The Place

Assortment
Chicken 11 3
Beef 8 6
Shawarma 2 -
Pizza 4 -
Burger 2 -

* For specifics, pls go to the menu comparison in appendices

Best sellers of key competitors
The following products were identified as the fastest moving products over a 3 day, afternoon and evening peak period observation:

Sweet Sensation Mega Chicken

Asun Chicken
Rice Rice
Plantain Yamarita
Yam pottage Salad
Snacks – meatpie, burger and  
shawarma
 Make our chicken display look better appetizing
We need to get our chicken right
Our Responses – chicken Increase our chicken and chicken in sauce offerings.
Product Suggestions Priority Comment
Crispy chicken Immediate
Improve grilled chicken Immediate
Chicken wings – crispy or in BBQ Sauce Immediate
Fried chicken in light sauce Immediate Lighten the sauce on our pepper chicken ?
Diced chicken in pepper sauce (Asun style) Immediate Nigerian pepper sauce?
Chicken in Chinese chili sauce Deferred
Chicken in BBQ sauce + Rodo, Deferred
Potato chicken in sauce Deferred
Grilled chicken wings Deferred
Nkwobi chicken Deferred
Chicken Suya (in skewers) Deferred
Skewered pepper chicken wings Deferred
Diced chicken in sauce Deferred
 More meat/ protein based menus. Something different:

Our Responses – beef & other protein

Product Suggestions Priority
Fried ram meat Immediate
Big ponmo in light sauce Immediate
Diced cowleg in sauce Immediate
Suya Immediate
Shredded beef in sauce Deferred
Fried goat meat Deferred
Soft boiled goat meat in light stew Deferred
Spare ribs Deferred
Prawn in skewers Deferred
Isiewu Deferred
Steak Deferred
Smoked meat Kebab Deferred
Cowtail peppersoup Deferred
Our Responses – snacks/ finger food
Product Suggestions Priority
Glazed / Sugar / Icing coated doughnuts Immediate
Multicolored cupcakes Immediate
Popcorn Immediate
Peppered puff puff Immediate
Spring rolls Immediate
Mosa – plantain puff puff Immediate
Mini meat pies Immediate
Plantain chips Immediate
Samosa Deferred
Prawn rolls with mayo Deferred
Burger Deferred
Pizza Deferred
Shawarma Deferred
Our Responses – snacks/ finger food cont’d
Product Suggestions Priority
Seafood ball Deferred
Chicken roll Deferred
Chicken sandwich Deferred
Club sandwich Deferred
Grilled plantain - Boli Deferred
Roasted corn Deferred
Roasted yam Deferred
Bean cake - akara Deferred
Fried Yam - Dundun Deferred
Other responses

Product Suggestions Priority

Alcoholic Drinks Immediate
Improved yamarita Immediate
Banga rice Deferred
Plantain porridge Deferred
Ukwa Deferred
White Soup Deferred
Dry fish (mangala type) Deferred
Plantain porridge Deferred
Improved veg in plantain Deferred
Free fruits Deferred
Ice cream Deferred
Other non Food - Festac Improvement suggestions
Improvement Plan Status
Area
Intensive • Reprint brochure – explore possibility of using professional
Awareness photographer
Creation • Direct marketing discreetly at Mega Chicken’s premise
• Distribute brochure using roller blade guys at apple
junction targeted at customers driving out of mega chicken

Additional • Exploring best placement

Signage for visibility
Pricing • Leave as is.
• Detailed comparison can be found in the appendices.
Children Play • Top 4 attractions from research were: • Evaluating procurement
Area  bouncing castle, slides, swings and fenced playpen options
with colored mini balls for the younger kids
Our Toilets • Projects team will re-evaluate
Other non Food - Festac Improvement suggestions
Improvement Area Plan Status
Children take away packs To be discussed
Open back door to Festac To be discussed
Music outside as a side To be discussed
attraction
Appendices - Menu Comparison
MENU COMPARISON - Items The Place does not sell is highlighted in red
Product category Product Mega chicken Sweet Sensation The Place
Goat meat pepper soup No No Yes
Asun Yes Yes Yes
Goat Goat meat in stew Yes No No
Grilled Quarter Chicken (1/4 chicken) No Yes Yes
Roasted Quarter Chicken (1/4 chicken) Yes No No
BBQ Chicken Yes No Yes
Peppered (stew) chicken No No Yes
Onion Quarter Chicken (1/4 chicken) Yes No No
Crunchy Chicken KFC style (1/8 chicken) Yes No No
Mexican chicken No Yes No
Chicken wings Yes No No
Whole chicken Yes No No
Chicken honkong Yes No No
Chicken in chili sauce Yes No No
Chicken in casserole Yes No No
Chicken in curry sauce Yes No No
Chicken Chicken kebab Yes No NO
MENU COMPARISON - Items The Place does not sell is highlighted in red
Product category Product Mega chicken Sweet Sensation The Place
Beef Yes Yes Yes
Beef kebab Yes Yes No
Liver/Kidney kebab Yes No No
Meatballs Yes No No
Shredded beef in sauce Yes NO No
Liver (our cut is smaller than theirs) Yes No Yes
Ponmo (our cut is smaller than theirs) Yes Yes Yes
Beef Saki (our cut is smaller than theirs) Yes Yes Yes
 
  Assorted beef in p/sauce No No Yes
  Nkwobi No No Yes
Catfish in stew Yes Yes Yes
Fried croaker fish Yes No Yes
Tilapia fish in stew Yes No Yes
Titus fish No No Yes
Fish in garlic sauce Yes No No
Fish BBQ fish Yes No No
  Grilled fish Yes No Yes
Prawn/Sauce Prawn in pepper No No Yes
  Prawn Sauce No No Yes
FESTAC MENU COMPARISON - Items The Place does not sell is highlighted
in red
Product category Product Mega chicken Sweet Sensation The Place
Egg sauce Yes Yes Yes
Egg Boiled egg Yes No Yes
 Snail Snail Yes Yes Yes
Gizzard Gizzard kebab Yes No No
  Gizzard Yes No Yes
Fried rice Yes Yes Yes
Jollof rice Yes Yes Yes
Coconut rice Yes No Yes
Jambolaya rice No Yes Yes
Prawn rice No No Yes
Indiana rice No Yes No
White rice Yes Yes No
Ofada rice Yes Yes No
 Rice Village rice No Yes Yes
 
  Chinese rice No No Yes
  Mega rice Yes No No
Mega Pasta v Spaghetti Yes Yes Yes
Prawn pasta/Spaghetti scampi Yes No No
Pasta Beef pasta Yes Yes No
  Fried Spaghetti No No Yes
FESTAC MENU COMPARISON - Items The Place does not sell is highlighted
in red
Product category Product Mega chicken Sweet Sensation The Place
Yam pottage Yes Yes Yes
Boiled Yam Yes No Yes
Yam Crispy fried yam No No Yes
  Yamarita v (Mega Yam) Yes No Yes
  Potato wedges/chips Yes Yes No
Beans Moi-moi Yes Yes Yes
  Beans pottage Yes Yes Yes
Fried plantain Yes Yes Yes
Boiled plantain Yes No No
Plantain Vegetable plantain No No Yes
Afang Yes No Yes
Soups Banga soup Yes No Yes
  Banga soup with catfish steaks Yes No No
  Bitter leaf soup Yes Yes Yes
  Mixed okro Yes Yes Yes
  Edik Yes No Yes
  Egusi Yes Yes Yes
  Efo-riro Yes Yes Yes
  White soup Yes No No
FESTAC MENU COMPARISON - Items The Place does not sell is highlighted
in red
Product category Product Mega chicken Sweet Sensation The Place
Vegetable Salad Yes Yes Yes
Pasta Salad Yes No Yes
Cole slaw Yes No No
Chicken topper salad Yes No No
Salad Fruit salad Yes No No
Beef roll Yes No Yes
Meat pie Yes Yes Yes
Doughnut Yes Yes Yes
Pastries Scotch egg Yes Yes Yes
  Hot dog Yes Yes Yes
  Chicken pie Yes Yes Yes
  Mega roll Yes No No
Shawarma Shawarma Yes Yes No
Burger Burger Yes Yes No
Pizza Pizza Yes Yes No
Bread Bread Yes Yes No
Sandwich Club sandwich Yes No No
Cupcake Yes No No
Cake Cake Yes Yes No
Price Comparison
Product Mega chicken's price Sweet Sensation's price The Place's price
Jollof rice 350 400 350
Fried rice 350 400 350
Village rice - 400 350
Coconut rice 550 - 350
Jambolaya rice - 400 600
Mega Pasta v Spaghetti 400 - 400
Beef pasta 500 650 -
Yam pottage 300 - 400
Boiled Yam 150 - 150
Yamarita v (Mega Yam) 155 150 150
Moi-moi 260 250 200
Beans pottage 300 300 300
Egg sauce 300 - 200
Vegetable Salad 400 250 200
Quarter Chicken (1/4 chicken) 750 750 800
Beef 250 200 250
Ponmo 250 300 200
saki 250 300 200
Asun 1000 850 1000
Goat meat pepper soup 600 - 500
Price Comparison – Cont’d
Product Mega chicken's price Sweet Sensation's price The Place's price
Catfish 700 800 700
Fried croaker fish small cut - 700 800 900
big snail 900 - 800
small snail 750 - 600
gizzard 270 - 300
Afang 450 - 350
Banga soup 250 - 300
Banga soup with catfish steaks 750 - -
Bitterleaf soup 250 850 300
Okro 280 - 300
Edik 350 - 300
Egusi 280 300 400
Efo-riro 350 400 350
Beef roll 150 - 150
Meat pie 250 270 250
Doughnut 150 - 150
scotch egg 150 - 150
Medium water (eva) 110 - 150
Big water (Eva) 150 - -
pet drink 200 200 200
malt 200 - 200