{"id":3593,"date":"2020-06-03T08:00:17","date_gmt":"2020-06-03T08:00:17","guid":{"rendered":"http:\/\/localhost\/live\/?p=3593"},"modified":"2020-06-03T08:00:17","modified_gmt":"2020-06-03T08:00:17","slug":"3-key-brand-lessons-from-mr-biggs-story","status":"publish","type":"post","link":"https:\/\/livewithlynda.com\/blog-page\/2020\/06\/03\/3-key-brand-lessons-from-mr-biggs-story\/","title":{"rendered":"3 Key Brand Lessons From Mr Biggs Story"},"content":{"rendered":"<p>Nigeria&#8217;s beloved restaurant Mr Biggs was a trending topic on Twitter two weeks ago. A lot of people poured out their hearts reminiscing about the food and what the restaurant meant to them. It was a bitter-sweet moment for Mr Biggs and her customers.<\/p>\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CAPtxvWAef5\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"12\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:658px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CAPtxvWAef5\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\"> View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<p><\/a> <\/p>\n<p style=\" margin:8px 0 0 0; padding:0 4px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CAPtxvWAef5\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;\" target=\"_blank\">People are reminiscing and giving their two cents on the rise and fall of @mrbiggsnigeria online even though the brand is still in existence. Peep slide 8, even their ad was iconic. Their slogan then was &#34;good taste&#34;, and if you review the comments, you&#39;d see that it&#39;s true! Most people loved the food. . . . All other issues aside, do they still have that good taste? #LivewithLynda #WithCreativityEverythingComesAlive<\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\">A post shared by <a href=\"https:\/\/www.instagram.com\/livewithlynda\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;\" target=\"_blank\"> Live with Lynda<\/a> (@livewithlynda) on <time style=\" font-family:Arial,sans-serif; font-size:14px; line-height:17px;\" datetime=\"2020-05-16T10:34:05+00:00\">May 16, 2020 at 3:34am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p>In the comments, some wondered what had become of the brand, so last week, I hosted an interesting live interview session with Mrs. Eustacia Ngozi Ogunsusi, the Marketing Services Manager of UAC restaurants, owners of Mr Biggs Restaurants. We had an insightful discussion about the reasons the 34 years old brand lost face and the steps she is currently taking to reclaim her customers&#8217; love.<\/p>\n<p><iframe loading=\"lazy\" title=\"This is What Really Happened To Mr Biggs\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/C5JIx9LulvM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Based on my discussions with Mrs. Eustacia, I made a note on key lessons brands can take home from Mr Biggs story by analyzing three major challenges that plagued the brand and the solution they applied to tackle them.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Challenge #1:<\/strong><br \/>\nAdequately managing a full franchise model to achieve a uniform standard of operation across the board.<\/p>\n<p>Franchising can make or mar a business depending on its application or operation. Mr. Biggs adapted the full franchise business model and while it positively impacted the business with rapid expansion &amp; growth, it was also one of the reasons for the brand&#8217;s apparent decline, as franchisees struggled to keep up with the Mr. Biggs standards due to the peculiarities of their environment.<\/p>\n<p>According to Mrs. Eustacia, Mr. Biggs franchisees tried their best but certain challenges peculiar to the different environments they were located made it hard for standards to be met. She gave an example of the unstable power situation in the country and the diverse customer taste preferences in the different locations.<\/p>\n<p><strong>The solution:<\/strong><br \/>\nUAC restaurants had to close down some MR. Biggs stores that were below standard and opened some corporately owned restaurants which serve as the ideal standard that franchisees must emulate.<\/p>\n<p><strong>The lesson<\/strong><br \/>\nConsider all the possibilities before settling on a business model and take it slowly. Don&#8217;t rush the business expansion process especially in a peculiar market like Nigeria. Each location comes with different challenges.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Challenge #2:<\/strong><br \/>\nCompeting to increase or maintain market share<\/p>\n<p>Mr. Biggs had the first-mover advantage being the pioneer QSR brand in Nigeria, with over 180 restaurants in over 40 cities in East Africa, Nigeria and Ghana to be precise, they were top of mind, with strong brand love and heritage spanning decades, yet they lost a huge chunk of their market share to newer QSRs.<\/p>\n<p>When asked to compare the average daily sales figures of Mr. Biggs now to that of 20 years ago, Mrs. Eustacia admitted that it wouldn&#8217;t be a fair comparison because then Mr. Biggs was about the only fast food restaurant and had a lot of branches across the country but now, there are competitors everywhere and not as many Mr. Biggs branches.<\/p>\n<p>She also mentioned that consumer preferences and tastes have changed over time. It was a struggle to balance everything and keep up with the trends.<\/p>\n<p><strong>The Solution<\/strong><br \/>\nMr. Biggs rebranded and constantly revamped its stores; her recipes also evolved to meet changing consumer preferences<\/p>\n<p><strong>The lesson:<\/strong><br \/>\nNo Brand is too big to fail. Brands must constantly innovate and adapt to evolving consumer trends to stay in business. Do not wait until it is too late. Be attentive to competitors and even more obsessed with customers. Customer experience must be the core of every business.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Challenge #3<\/strong><br \/>\nRebranding &#8211; It is way harder than it sounds<\/p>\n<p>&#8220;The feedback I&#8217;m getting from this interview is that we need to heighten communication&#8221; &#8211; Mrs. Eustacia Ogunsusi<br \/>\nEven though the brand started its rebranding process about 10 years ago and established model restaurants like Mr. Biggs at Northwest filling station, VGC, Lagos in 2019, it still has a long way to go especially with regards to publicity and change in perception as a lot of people are still unaware that the brand has undergone some changes.<\/p>\n<p><strong>The Solution<\/strong><\/p>\n<p>Apart from advertising &amp; PR, Mr Biggs is also leaning on her younger sister, Debonairs for support through brand association. The rebranded Mr Biggs restaurants share a building without internal walls with Debonairs. A good way to introduce the rebranded Mr Biggs to the teeming debonair customers and winning some brand love and goodwill from the sister brand.<\/p>\n<p><strong>The Lesson<\/strong><br \/>\nIt is a lot easier to create a new brand than to revive an existing one. While UAC restaurants is still in the process of trying to revive the passion for Mr. Biggs and change its perception with the rebranding process, they have since successfully established Debonairs, a premium pizza brand that is a major competitor in the market.<br \/>\nThe route to rebranding is long and torturous, it would be better not to let a brand decay. Innovate daily, keep the brand young.<\/p>\n<p>Have you watched the interview? What other brand lessons did you learn from it?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nigeria&#8217;s beloved restaurant Mr Biggs was a trending topic on Twitter two weeks ago. A lot of people poured out their hearts reminiscing about the food and what the restaurant&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3598,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[70,22,268,269,270,38,271,272,273],"_links":{"self":[{"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/posts\/3593"}],"collection":[{"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/comments?post=3593"}],"version-history":[{"count":0,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/posts\/3593\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/media?parent=3593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/categories?post=3593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/livewithlynda.com\/blog-page\/wp-json\/wp\/v2\/tags?post=3593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}