Nigeria’s food industry is an essential sector of the country;a source of the nation sustenance that plays a big role in the economy,is going through major changes.The method how food was bought some years back compared to now,it shows that things are indeed moving incredibly fast.This change is evident in the story of ‘OK-chops’ and ‘24-7,’ a small Nigeria-based restaurant and local foods eatery in Abeokuta,Ogun State,how they transformed their businesses by adopting online ordering,understanding customers taste and social media marketing, demonstrates the transformative power of adaptive sales strategies in Nigeria's evolving food industry. This article will explores how food businesses in Nigeria can adapt to these changes to not only survive but succeed by drawing lessons from innovative examples like 'OK-chops’ and ‘24-7. 'restaurants.

To succeed and meet customers satisfaction,food businesses in Nigeria need to be smart and swift to adapt to the new method of selling their produce:the rapid urbanization,evolving customers taste,advancement in technology and the dynamics of Nigerian market,the success of food markets in Nigeria depends on their ability to accept adaptive sales strategies as the traditional ways of reaching customers are slowly becoming insufficient to get customers and making sales.

As more Nigerians move to urban areas, convenience and accessibility are becoming very significant. Busy lifestyles demand readily available, processed, and easy-to-prepare food options.The rise of e-commerce and food delivery platform like Chowdeck,Food Court,Gokada,Mano food&products delivery and Glovo has created entirely new avenues for businesses to be able to reach their consumers directly in their workplaces and homes. Sensortower blog shows the performance trends of the top 5 food delivery apps on the Android platform in Nigeria during the second quarter of 2024.This will create an opportunity for restaurants and food vendors who might not have prime physical locations to reach a vast customer base and increase sales.

Catering to the growing health and wellness trend presents a significant opportunity to meet evolving customer tastes. As more Nigerians focus on health, businesses that offer nutritious choices and clearly communicate where their ingredients come from can attract these customers. A 2022 report by “Pachamamafoodsng” found that Nigerian consumers are becoming more aware of the impact of their diet on overall health due to the rising prevalence of chronic diseases such as obesity, diabetes, and hypertension. Understanding these factors and implementing strategies to offer healthier food choices can benefit both businesses and consumers.Therefore,food businesses need to adapt their menus and product lines to cater to this health-conscious segment and clearly communicate the nutritional benefits of what they offer.

In today’s evolving Nigerian market, technology has become the foundation of thriving food businesses, with the increasing smartphone inflow and internet access connecting consumers to online marketplaces and information like never before. For food businesses, using mobile payment solutions in the sales process is no longer a luxury – it’s a fundamental expectation from a significant portion of Nigerian customers. Techcabal insights reports that “The growth in mobile phone penetration in Nigeria, coupled with initiatives led by the Central Bank, has led to a sustained shift in user behaviour towards mobile applications as the preferred means of conducting transactions, increasingly replacing traditional cash-based methods.”

The technological advancement also gives social media marketing and sales to reach a targeted audience - platforms like Instagram, Facebook, X (formerly known as Twitter), WhatsApp, and TikTok are more than just places for sharing photos and videos in Nigeria – they are powerful marketing and even direct sales channels for food businesses. Nutriticssuggests why social media is essential for food business.These platforms thrive on visual content, making them perfect for showcasing the deliciousness and appeal of food products.

A SCREENSHOT FROM A TIKTOK VIDEO OF “_mirror_boss” PROMOTING OK-CHOPS RESTAURANT

Novatiaconsultingreports that “Recent surveys indicate that approximately 65% of Nigerian consumers consider price a vital factor in their purchasing choices, highlighting the necessity for brands to maintain competitive pricing. ”Food businesses should understand that customers are not the same and are of different backgrounds; thus, bringing in flexibility in the prices of food and giving discounts will attract more customers for the business.In 2025, Daily Trust newspaper in Nigeria indicated that “A report by SEID, a marketing communications firm in Lagos, has disclosed that 50.1 per cent of Nigerians’ monthly income is spent on food” ,since many Nigerians are careful about spending because of the new economy, businesses should show that their food is worth the price,by being affordable or reasonable in price for more sales.

So,should Nigerian food business adopt the current sales strategy?In my opinion,I think in order to ensure a successful future, food businesses should learn how to move quickly by making use of the internet, mobile payments, and social media for wider reach and improved customer engagement, and making use of reliable logistics for the delivery of their products.There’s a high possibility in the years to come that only companies that recognize the nature of the dynamic Nigerian market and adopt these measures of sales strategies will be best suited to benefit, gain customer loyalty, and achieve sustainable development in the food business.

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