How a Lagos Entrepreneur sold 15,000 burgers in a year.
This Lagos founder created the perfect burger recipe that sold over 15000 in one year and this is how he did it.
When Nifries first launched in 2013, it wasn't a Lagos-based pre-order suya burger restaurant. Until closing in 2014, the fast-food joint for local fries and corned-beef turkey was based in LUTH.
Feranmi, the company's founder, restarted and rebranded it five years after, selling over fifteen thousand (15,000) suya burgers in a year! I know it's crazy, so I reached out to him and this is how he seemed to have done it.
Eating is an experience, much like any other product, and you must give your customers a one-of-a-kind or outstanding product experience. Feranmi wanted to make food that would cater to a wide variety of people. Most people hate onions in their burgers, he found. He came up with a recipe that combined vegetables, mayonnaise, and a unique Ketchup blend. He came up with the ideal burger.
Perfect Product.
He recognizes that a decent product is insufficient, and the next thing he found out was how to attract a large number of customers without losing money. Feranmi hand-selected micro-influencers from different industries (such as tech) and presented them with meals and packaged bags. They took photos and gathered support for their first series of public orders.
This hit a large number of people, and internet discussions about the fire suya burger began, prompting more people to place orders out of fear of losing out.
Community Building.
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The product is so delicious that you can't just eat it once and be done with it. Customers keep coming back, and each time they place an order, they post about it on social media. A fast search for Nifries on Twitter will reveal how much this flaming burger is discussed organically. It became so well-known that it drew the interest of its most important client, Aaron Fu, an early-stage investor and Founder of Venture4Africa.
He hasn't tried the burgers before and doesn't even live in Nigeria, which is surprising. Yet he adores the company and has been a vocal supporter, attracting more people from the tech industry. He orders suya burgers for various startup founders in Lagos, Nigeria, every Friday.
The Big Break.
When I asked Feranmi if he knows of any competitors in Nigeria who do it as well as they do, he replied, "I don't." Not because there aren't any other suya burgers out there, but because I haven't seen anybody else make them the way we do. First, we don't tamper with the suya's originality, and second, we toast our loaves over an open flame.” I've had a couple of burgers in Lagos, but none of them equate to Nifries suya burger.
Be Different.
Nifries’ Spicey Suya Burger began small but has grown in popularity among the customers for whom he has created a community. The Nifries suya burger, on the other hand, is now more than a meal; it has matured and developed into a treat, an adventure, and a sense of belonging.
It all started somewhere, and that somewhere is a small, dedicated community of people. You have a good chance of one day spreading to everybody if you cater to a small, dedicated community of people.
Great read and a madass strategy🔥
Nice one. great strategy