According to a 2007 study from the Food and Agriculture Organization (FAO), about 2.5 billion people eat street food every day worldwide. So this phenomenon is not peculiar in Nigeria. The growing patronage many of these food sellers enjoy in Nigeria’s big cities may be due to the peculiarity of such environments where offering food for sale by roadside thrive. In these cities, many who visit these joints do so because the pricing is friendly to the lower cadre of the members of the society. Also, many who patronize these food vendors are people on the move and operate within the locality of these roadside food sellers. Strength: Our restaurants will match existing roadside mama-put type restaurant prices! Strength: Our franchised restaurants will be located locally near high traffic areas and where roadsides thrive (motor parks, bus terminals, markets, schools). Our restaurants’ target market will be aged 15 – 55 years = 52 million
• Rich class (income >$20 /day, 4.83%)
• Upper middle (income $10-$20 /day, 4.70%)
• Lower middle (income $4-$10 /day, 8.74%)
• Floating class (income $2-$4 /day, 20.88%)
• 2nd poverty line (income $1.25-$2 /day, 16.70%)
• 1st poverty line (income
