Noodles fast food operators leverage brand, offer competing product for gain

In Nigeria, Indomie Noodles product manufactured by Dufil Prima Foods Limited has become generic name for noodles. This is first mover’s advantage.

In the last 23 years, since Dufil opened the market for noodles that saw the entry of other manufacturers in to the product category, noodles has become a stable meal, not only for children, but also for adults.

The consumers’ traction to noodles has led to special cooking sales points of the product, especially at roadsides, junctions and shops by micro- businesses and individuals. Those very small scale entrepreneurs who offer this service told BusinessDay that they leverage the top brand in the noodles market, which is Indomie and offer customers another brand which is cheaper.

Emma Chukwuma who operates the noodles fast food business at the Dan Dollars motor park beside Diamond bank at Maza-Maza said, “Customers demand for Indomie but I give them another brand of noodles.” When asked why he does that, Chukwuma said that some other brands are slightly cheaper compared to Indomie.

For Ibrahim Muhammad who operates his fast food outlet at M-show, Industrial Avenue, Kirikiri, Lagos, “customers ask me to prepare indomie for them, but I give them what I have, any indomie, all of them are the same.”

He said patronage has remained the same in spite of the hike in price because his location is an industrial avenue, where customers do not have much choice, especially in the morning. He said that some of them prefer noodles to tea in the morning.

Jubril Dauda whose outlet is at first gate, Festac – Town, however, says he buys noodles based on the price because his customers are only interested in buying the food based on the price he offers. People still prefer taking noodles compared to tea and bread, he equally said.

Evelyn Okon is at Mile 2 bus garage. She says customers only ask for indomie whenever they come around but she offers any noodles product available. But Okon regretted that sales have dropped due to price increase in the noodles products.

Garuba says customers don’t ask for any particular brand, instead they are particular about the price of the food. According to Garuba who sells at the Young shall grow luxury bus terminal at Maza-Maza, “when customers come they only demand for “one indomie, one egg, how much?”

Most of the cooks purchase the 70g sachet and cook each for customers at N130 with an egg. Therefore, purchasing the brands with less prices offers them more gains.

Market survey shows that general noodle cartons of 70g sachet of different brands sells at different prices. Indomie goes for N2,100; Golden Penny sells for N1,700; Dangote sells for N1,650; Uno brand sells for N1,600; Mimee goes for N1,700 and Minimee sells for N1,800.

These food outlets are often available in areas where there are middle class and low income earners, and in garages. However, in spite of branded and better organised fast food outlets in most neigbourhoods, many consumers prefer taking their breakfast and dinner at these joints, says an observer.

The interviewed operators denied assistance from the noodles manufacturers on how to improve their outlet and sell more. But Mary Chijioke acknowledged the presence of officials of Mimee who came around to promote their product by distributing apron to her and her colleagues. It would be recalled that Dufil had distributed cooking equipment for noodles fast food cooks in some areas in Lagos.

These fast food outlets usually operate in the mornings and evenings, between the hours of 6 am and 11am and 7pm and 11.30pm in most cases.

Further investigations revealed that these fast food operators and others who sell by the road side usually pay between 100 and 200 naira weekly especially on Thursday and about 1000 naira monthly to men of the Kick Against Indiscipline (KAI).

This mode of fast food business however has the potential of getting more people off the poverty level if it can be rebranded and assisted by noodles manufacturers in the country.

For the business, it does not require expensive or expansive buildings, just a make-shift shops with a table and bench with the seller on one side and the clients on the other end.

The stove and frying pan for preparing the food are under the table while the tea cups, spoons, plates, bread and noodles are placed on the table. Also, by the side of the table is a stove with a big bucket on it to heat the water.

For those who do not want to eat-out, there is room for take-away but the take away is packaged in a cellophane bag.

Daniel Obi & Seyi John Salau