{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='US brands hope to cash in on growing Nigerian middle class' data-url='/boclips/videos/5c54c059d8eafeecae14a1bf' data-video-url='/boclips/videos/5c54c059d8eafeecae14a1bf' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nUS brands hope to cash in on growing Nigerian middle class\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionLagos - 23 January, 20131. Interior of Johnny Rockets fast food restaurant2. Waitresses packing takeaway food into bags3. Waitresses serving fries to customers4. Tomato sauce served in a smile shape on plate5. People eating...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eLagos - 23 January, 2013\u003cbr/\u003e1. Interior of Johnny Rockets fast food restaurant\u003cbr/\u003e2. Waitresses packing takeaway food into bags\u003cbr/\u003e3. Waitresses serving fries to customers\u003cbr/\u003e4. Tomato sauce served in a smile shape on plate\u003cbr/\u003e5. People eating at Johnny Rockets\u003cbr/\u003e6. Various of staff dancing \u003cbr/\u003e7. SOUNDBITE (English) Christopher Nahman,  Managing director of Johnny Rockets :\u003cbr/\u003e\"It really is impressive to go out and see places filled with everybody from all different walks of life. Nigerians are a very aspirational society also. So even somebody who, it might be really kind of a burden on them financially, they will still do it to just have that experience, to get that American experience or whatever it is.\"\u003cbr/\u003e8. Various of waiter cooking and preparing hamburgers\u003cbr/\u003e9. SOUNDBITE (English) Christopher Nahman,  Managing director of Johnny Rockets :\u003cbr/\u003e\" I mean, now you look around you have Johnny Rockets, you have KFC, Dominos, ColdStone. I know for a fact that other brands are coming. Even the clothing, there is actually retail a retail market now in Nigeria before there wasn't.\"\u003cbr/\u003e10. Waiter serving meals to customers \u003cbr/\u003e11. SOUNDBITE (English) Andrew Nahman, Director at Johnny Rockets :\u003cbr/\u003e\"People don't feel like they're in Nigeria when they come. Not necessarily that they have to get away from Nigeria but it's just a different experience all together. What we are really trying with this place was to bring Americana to Nigeria.\" \u003cbr/\u003e12. Various of waitress making milkshake\u003cbr/\u003e13. Set up of customer Ralita Shonariwo \u003cbr/\u003e14. SOUNDBITE (English) Ralita Shonariwo, Customer :\u003cbr/\u003e\"Well I'm a foodie, I love food. I was just driving past this morning and I saw it (Johnny Rockets) so I called my sister and said, 'we have to come try this out'. And here we are, having lunch.\"\u003cbr/\u003e15. Various of Ralita and family eating \u003cbr/\u003e16. SOUNDBITE (English) Ralita Shonariwo, Customer :\u003cbr/\u003e\"What you find is that a lot of people are moving back. A lot of Nigerians that have gone away are moving back. So things like this are more attractive to those that are coming back. So, yes, there is a growing middle class as a result.\"\u003cbr/\u003e10 February, 2013\u003cbr/\u003e17. Exterior of Domino's pizza restaurant \u003cbr/\u003e18. Various of people waiting for pizza orders \u003cbr/\u003e19. Various of children watching how pizza is made\u003cbr/\u003e20. Various of pizza being made\u003cbr/\u003e21. Woman putting pizza box on shelf\u003cbr/\u003e22. Various of family eating pizza \u003cbr/\u003e23 January, 2013\u003cbr/\u003e23. SOUNDBITE (English) Ralita Shonariwo, Customer :\u003cbr/\u003e\"There aren't a lot of places you can go to for leisure. So restaurants coming up it's excellent. But I hope they can have more places like where you can go like roller skating rink, just different things that young people can do.\"\u003cbr/\u003e10 February, 2013\u003cbr/\u003e24. Exterior Cold Stone Creamery ice cream shop\u003cbr/\u003e25. Various of man tasting ice cream \u003cbr/\u003e26. Various of waitresses throwing and juggling ice cream and toppings \u003cbr/\u003e27. Woman tasting ice cream \u003cbr/\u003e28. Waitress working with ice cream\u003cbr/\u003e29. People buying ice cream \u003cbr/\u003e30. Woman making ice cream sundae\u003cbr/\u003e23 January, 2013\u003cbr/\u003e31. SOUNDBITE (English) Voxpop, Mimi Ade-Odiachi, Landscape designer :\u003cbr/\u003e\"This obviously is not an everyday place. You know it's a once in a while. I want to celebrate something small in my life. You know, I invite my girlfriend, 'lets go out for lunch', or a family birthday.\"\u003cbr/\u003e10 February, 2013\u003cbr/\u003e32. Woman reading ice cream menu\u003cbr/\u003e33. Girl laughing while waitress sings her a birthday song \u003cbr/\u003e34. Various of waiter preparing ice cream sundae with nuts \u003cbr/\u003e35. Waiter handing over sundae\u003cbr/\u003eAn increasing number of multi-national companies are opening up in Nigeria , hoping to cash in on the growing middle class with money to spend.\u003cbr/\u003eClothing companies and fast food chains are among the first to invest in the country.\u003cbr/\u003eInside this 1950s-style American diner, waitresses sing along to Aretha Franklin as they sling hamburgers and whip up milkshakes. \u003cbr/\u003eThe jukebox belts out Ritchie Valens as a customer wearing a Muslim prayer cap and flowing blue robes ambles in. \u003cbr/\u003eThis isn't the U.S., where the retro restaurant chain Johnny Rockets has several hundred locations, but instead it is in Nigeria.\u003cbr/\u003eForeign companies previously demurred about entering Nigeria because of logistical challenges, poor electricity and government corruption.\u003cbr/\u003eAs Nigeria's middle class continues to grow, along with the appetite for foreign brands in Africa's most populous nation, more foreign restaurants and lifestyle companies are coming to the country. \u003cbr/\u003eAs those brands advertise and draw that new discretionary spending Nigerians increasingly wield, it also has put new expectations on providing quality service in a nation where many have grown accustomed to expecting very little.\u003cbr/\u003eManaging director of Johnny Rockets in Lagos Christopher Nahman says Nigerians are embracing new, imported dining options.\u003cbr/\u003e\"It really is impressive to go out and see places filled with everybody from all different walks of life. Nigerians are a very aspirational society also. So even somebody who, it might be really kind of a burden on them financially, they will still do it to just have that experience, to get that American experience or whatever it is.\"\u003cbr/\u003eNahman says brands popular in the US and elsewhere are arriving in Nigeria.\u003cbr/\u003e\"Now you look around you have Johnny Rockets, KFC, Dominos, ColdStone. I know for a fact that other brands are coming. Even the clothing, there is actually retail a retail market now in Nigeria before there wasn't.\"\u003cbr/\u003eJohnny Rockets, which sits on Lagos' swanky business-hub Victoria Island across the street from a major hotel frequented by foreigners and dignitaries, has a velvet-roped waiting area in the parking lot. \u003cbr/\u003eInside, the stainless steel kitchen gleams and customers watch, often with open-mouth fascination, as workers dance each hour to \"Hippy Hippy Shake\" or another classic song.  \u003cbr/\u003eThe menu of burgers, fries and onion rings has the Nigerian addition of jollof rice, a spicy staple of tables throughout the country. \u003cbr/\u003eDirector at Johnny Rockets Andrew Nahman, brother of Christopher, says Nigerians are keen to experience a slice of life in America.\u003cbr/\u003e\"People don't feel like they're in Nigeria when they come. Not necessarily that they have to get away from Nigeria but it's just a different experience all together. What we are really trying with this place was to bring Americana to Nigeria.\" \u003cbr/\u003eCustomer Ralita Shonariwo says she saw the restaurant and had to try the food for herself.\u003cbr/\u003e\"Well I'm a foodie, I love food. I was just driving past this morning and I saw it (Johnny Rockets) so I called my sister and said, 'we have to come try this out'. And here we are, having lunch.\"\u003cbr/\u003eShe says society in Nigeria is changing.\u003cbr/\u003e\"What you find is that a lot of people are moving back. A lot of Nigerians that have gone away are moving back. So things like this are more attractive to those that are coming back. So, yes, there is a growing middle class as a result.\"\u003cbr/\u003eThe majority of those who live in Nigeria, home to more than 160 million people, live in poverty. \u003cbr/\u003eJust more than 60 percent of Nigerians earn the equivalent of less than one US dollar a day, according to a 2012 study published by the country's National Bureau of Statistics. \u003cbr/\u003eFor decades, only tiny sliver of the population either involved in the country's oil industry or its government roundly criticised for corruption had access to wealth.\u003cbr/\u003eThe end of military rule in 1999 saw the country's economy slowly open up, with new professional jobs being added in banks and the rapidly growing mobile phone market. \u003cbr/\u003eThat gave birth to Nigeria's rapidly growing middle class, whose members earn about 480 and 645 US dollars a month and represent nearly a quarter of the country's population, according to a September 2011 study by investment firm Renaissance Capital.\u003cbr/\u003eOver time, those figures started to attract businesses who previously hadn't been working in Nigeria. \u003cbr/\u003eIn retail, South African firms have flocked into Nigeria, finding places in the new malls being opened around Lagos. \u003cbr/\u003eMassMart Holdings Ltd., of which Wal-Mart Stores Inc. of Bentonville, Arkansas, owns a controlling stake, has its Game department there. \u003cbr/\u003eSupermarket chain Shoprite Holdings Ltd., considered a budget grocer at home in South Africa, draws a more-upscale crowd in Nigeria, where most still shop for food in open-air markets.\u003cbr/\u003eThe market has drawn U.S. restaurant chains as well. \u003cbr/\u003eKFC, owned by Louisville, Kentucky-based Yum Brands Inc., has seen a rapid expansion across Nigeria, with stores across southwest Nigeria. \u003cbr/\u003eDomino's Pizza Inc. of Ann Arbor, Michigan, recently had a franchisee open two locations in Lagos as well. \u003cbr/\u003eEven ice cream seller Cold Stone Creamery of Scottsdale, Arizona, has open to offer scoops and waffle cones to take the edge off of Nigeria's sweltering heat.\u003cbr/\u003eOther fast food chains have followed, including Domino's, which puts it atop a specialty pizza for the Nigerian market. \u003cbr/\u003eHowever, most come for a taste of something different. \u003cbr/\u003eThat luxury does come at a steep price. \u003cbr/\u003eA double bacon cheeseburger sells for 3,500 naira, the equivalent of about 22 US dollars. \u003cbr/\u003eA vanilla milkshake is 1,800 naira, or 11.25 US dollars. \u003cbr/\u003eYet the service does come with a smile, a song and a bit of spectacle often missing in Nigeria, where customer service can quickly degenerate into exasperated shouts and curses at blank-eyed employees.\u003cbr/\u003eLandscape designer Mimi Ade-Odiachi says dining out at these places is a special treat.\u003cbr/\u003e\"This obviously is not an everyday place. You know it's a once in a while. I want to celebrate something small in my life. You know, I invite my girlfriend, 'lets go out for lunch', or a family birthday.\"\u003cbr/\u003eOver at the Cold Stone Creamery customers are queuing to have an ice cream and escape the Lagos heat.\u003cbr/\u003eStaff are cheerful and the ice creams and sundaes are sweet.\u003cbr/\u003eNot always so for the companies investing in Nigeria for despite the possible profits, challenges still remain.\u003cbr/\u003eStores must rely on diesel generators for electricity, as Nigeria's state-run power remains sparodic at best and blackouts can last days. \u003cbr/\u003eHaving adequate supply chains also can prove to be a challenge, as some Nigerian suppliers don't immediately meet Western standards and backlogs at the country's major port in Lagos can be weeks at a time. \u003cbr/\u003eCorruption also remains rampant at government and regulatory agencies, analysts and private businesses acknowledge, making operating legally with proper accreditation even more difficult.\u003cbr/\u003eStill, 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id=\"all-educator-ratings-root\"\u003e\u003c/div\u003e\u003cdiv id=\"educator-rating-form-root\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-resource'\u003e\n\u003cdiv aria-label='Show resource details' class='rp-show-info' role='button' tabindex='0'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\nShow resource details\n\u003c/div\u003e\n\u003cdiv aria-label='Video player' class='player' id='player-wrapper' role='region'\u003e\n\u003cdiv class='relative container mx-auto' id='lp-boclips-visitor-thumbnail'\u003e\n\u003ca class=\"block\" data-html=\"true\" data-placement=\"bottom\" data-trigger=\"click\" data-content=\"\u003cdiv class=\u0026quot;text-center py-2\u0026quot;\u003e\u003ca class=\u0026quot;bold\u0026quot; href=\u0026quot;/auth/users/sign_in\u0026quot;\u003eSign in\u003c/a\u003e or \u003ca class=\u0026quot;bold text-danger\u0026quot; data-posthog-event=\u0026quot;Signup: LP Signup Activity\u0026quot; data-posthog-location=\u0026quot;body_link_boclips\u0026quot; data-remote=\u0026quot;true\u0026quot; href=\u0026quot;/subscription/new\u0026quot;\u003eJoin Now\u003c/a\u003e\u003c/div\u003e\" data-title=\"Get Full Access\" data-container=\"body\" rel=\"popover\" tabindex=\"0\" aria-label=\"Play video: US brands hope to cash in on growing Nigerian middle class\" href=\"/subscription/new\"\u003e\u003cimg class=\"resource-img img-thumbnail img-responsive z-10 lp-boclips-thumbnail w-full h-full lozad\" alt=\"US brands hope to cash in on growing Nigerian middle class\" title=\"US brands hope to cash in on growing Nigerian middle class\" onError=\"handleImageNotLoadedError(this)\" data-default-image=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" data-src=\"https://static.lp.lexp.cloud/images/attachment_defaults/resource/large/missing.png\" width=\"315\" height=\"220\" src=\"data:image/png;base64,R0lGODlhAQABAAD/ACwAAAAAAQABAAACADs\" /\u003e\n\u003cspan aria-hidden='true' class='flex justify-center items-center bg-white rounded-full w-16 h-16 absolute top-1/2 left-1/2 -mt-8 -ml-8 cursor-pointer z-0 border-2 border-primary drop-shadow-md lp-boclips-thumbnail-playBtn'\u003e\n\u003ci class='fa-solid fa-play text-primary text-3xl ml-1 drop-shadow-xl'\u003e\u003c/i\u003e\n\u003c/span\u003e\n\u003c/a\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n"}