How we utilize Innovation and Technology to deliver our brand promise to Customers – Patrick McMichael, CEO Eat ‘N’ Go Limited

Last week, our GMD/CEO,  Patrick McMichael in this exclusive interview published on THISDAY spoke on how EatN’Go Limited is extending the horizon of QSR business in Nigeria through technology and innovation to deliver the brand promise to customers. Read below:

1. It’s been five years since you assumed the role of CEO at Eat ‘N’ Go. How has the journey been so far and what are some of the factors that have helped the company maintain its position as the leading QSR operator in Nigeria?

The journey has been challenging yet exciting. We have had to adapt and innovate continuously to maintain our leadership position. This is supported by our strong brand portfolio, the quality and consistency of our products, our extensive presence nationwide as well as our strong supply chain management. We are also very customer-centric in our approach and ensure continuous training and development for our employees. These factors, combined with effective leadership and strategic decision-making, have contributed to Eat ‘N' Go's position as the leading QSR operator in Nigeria despite the competitive landscape and evolving market dynamics.

Our strong brand portfolio includes three popular international QSR brands in Nigeria: Domino's Pizza, Cold Stone Creamery, and Pinkberry. These brands have established a strong presence and have a loyal customer base, contributing to the overall success of Eat ‘N' Go. In addition, we emphasise high-quality product delivery and maintain consistency across the brands. We have also strategically expanded our operations across Nigeria, targeting both major cities and smaller towns. This widespread presence has allowed us to tap into various market segments and capture a larger customer base and we have sustained this with continuous innovation. We have demonstrated a commitment to innovation by regularly introducing new menu items, promotions, and initiatives to cater to evolving customer preferences.

We have also been able to establish a reliable supply chain network, ensuring the availability of quality ingredients and products across our outlets. This enables us to consistently deliver on customer expectations. We place a strong emphasis on customer satisfaction and engagement. We actively seek feedback, listen to customer preferences, and incorporate those insights into our operations. This customer-centric approach helps us build strong relationships and maintain customer loyalty.

We also make it a priority to invest in employee training and development to ensure high service standards and operational excellence. By empowering our workforce with the necessary skills and knowledge, we can consistently deliver a positive customer experience. Lastly, we have demonstrated commitment to social responsibility through various initiatives, such as supporting local communities, promoting environmental sustainability, and engaging in charitable activities.

2. With the evolving market dynamics, what are the key innovations and technologies that Eat ‘N' Go is using to deliver quality products and give its customers a seamless experience?

 Implementing online, mobile and WhatsApp ordering platforms allows customers to conveniently place their orders, customize their meals, and select pickup or delivery options. This technology streamlines the ordering process, enhances customer experience, and increases efficiency. This is why we partnered with Jumia and Glovo for some of our brands in addition to our existing online application. We also partnered with 9mobile to launch a call center 090-8888-9999 for faster service delivery.

We have also implemented the 20 Minutes Free Delivery guarantee with Nigeria as the only First and only market in the world to guarantee pizza delivery under 20 minutes to consumers. We have also utilized digital menu boards to enable quick and easy updates to pricing, promotions, and menu items. This allows for dynamic content and visuals, making it easier for customers to explore options and discover deals. Digitalising our processes also allowed us to deploy a QR code for taking customer feedback while our data system helps us gather and analyse customer data and understand customer preferences, track trends, and tailor their offerings accordingly.

3. With innovation and technology as key drivers in Eat N Go’s operational strategy, what are the company's other plans in terms of product innovation and expansion?

As the major drivers of our strategy, we plan to continue innovating and leveraging modern technology with our products and services portfolio taking huge considerations for customer satisfaction and local taste preferences. Our investment in technology will continue along the lines of customer satisfaction through – our one-number call centre for all brands, data warehouse and cyber security, strong digital coverage and feedback, business Intelligence and artificial intelligence, and e-commerce platforms.

Currently, Eat ‘N' Go is well positioned as the regional consolidator for Dominos (the strongest performing QSR brand in public markets globally), Cold Stone, and Pinkberry in Nigeria and Kenya with a view to further expansion more additional African countries over the next five years.

4. Eat ‘N' Go has one of the largest store networks in Nigeria. What is your strategy for growth?

We have pursued a strategic growth strategy to establish a strong presence in Nigeria and other African countries, which has been successful in expanding our reach across the region. With 10 years of success on the continent, Eat ‘N' Go has cultivated the unique capacity to develop global QSR brands into African success stories and has one of the largest store networks on the continent, with 200 stores across Nigeria and Kenya, by the end of 2023.

5. You have accumulated impressive years of experience. What are your thoughts on the future of the QSR industry in Africa?

The industry in Africa holds enormous potential and exciting opportunities. It is important to note that the QSR industry's future in Africa will be influenced by numerous factors such as economic growth, consumer behavior, regulatory environment, infrastructure development, and technological advancements. Adapting to local market dynamics, understanding consumer preferences, and staying agile in response to evolving trends will be key to success in the industry.

We should also expect growing consumer demand, localisation and cultural adaptation, technological integration, emphasis on health and sustainability, and online ordering dominance. Most of these factors is owing to the rising middle class, urbanization, and changing lifestyles which are driving increased consumer demand for convenience, affordability, and dining-out experiences. As disposable incomes continue to rise across various African countries, more people are likely to explore QSR options, leading to market growth.

International QSR brands, as well as local players, are also expected to continue expanding their presence in African markets. With the emergence of new shopping malls, urban developments, and transportation hubs, QSR outlets can tap into a larger consumer base and expand to underserved areas. As a result of the growth, QSR brands will be forced to adapt their menus. Brands that successfully adapt their menus, flavours, and offerings to local tastes and cultural preferences are likely to thrive. Embracing local ingredients, traditional flavours, and incorporating regional dishes can help create a stronger connection with African consumers. There is also room for local QSR brands to succeed. These brands can leverage their understanding of local tastes, cultural preferences, and market dynamics to gain a competitive advantage and capture market share.

Technology will play a vital role in the future of the QSR industry in Africa. Digital ordering platforms, mobile apps, delivery services, drive thru’s , single number ordering, and online payment options will continue to evolve and become more prevalent. The convenience of food delivery and online ordering will continue to drive growth in the QSR industry. With the rise of third-party delivery platforms and in-house delivery fleets, more consumers will opt for home delivery or takeaway options, necessitating robust logistics and efficient operations. As a result, QSR brands will be forced to innovate their customer experiences to differentiate themselves in a competitive market. This may include interactive technology, personalized promotions, loyalty programs, and creative marketing campaigns that engage and retain customers. Additionally, data analytics and customer insights will drive personalized marketing efforts and enhance operational efficiency.

Lastly, as consumer awareness around health and sustainability grows, there will be an increasing demand for healthier food options and eco-friendly practices. QSR brands that prioritize fresh ingredients, nutritional transparency, and sustainable sourcing will be better positioned to cater to this demand.

6. What advice would you give to other entrepreneurs who are looking to enter the QSR market in Africa?

It is important to note that the African QSR market is diverse, and each country has its own unique characteristics. Tailor your approach based on the specific market dynamics and customer preferences of the region you are targeting. Consulting with local experts, partners, and advisors can provide valuable insights and guidance as you navigate the African QSR landscape. Conduct market research, understand local regulations, adapt to local tastes and preferences, Lastly, I will say establish strong supply chain partnerships, embrace technology and innovation, build relationships with local communities, prioritize customer experience, plan for scalable growth, stay agile and adapt.

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