Brands empathising with consumers’ pocket size

By Felicia Nwosu

Consumers have a lot of choices these days, yet, they’re also looking for brands to connect with on a deeper level. They want brands that understand their pain points. In other words, brands that engage in empathetic marketing have the chances of build long-lasting relationships with their customers.

In Nigeria, a lot of brands are approaching customer experience by creating seamless, convenient and engaging customer journeys, as they realized that the needs of customers at the moment have shifted dramatically towards more essential concerns and affordability.

These are some of the brands that have adopted the tool of empathy to package their products in affordable formats especially in the Quick Service Restaurants (QSR) category.

Chicken Republic

Chicken Republic, a top Nigerian fast-food company, popularly for its drive for all consumer-inclusion, launched its latest menu on 25 April, 2022. The company announced the addition of its Egg Star meal comprising rice and egg with sauce, to its menu to the surprise of consumers. It’s the usual white rice and stew with boiled egg but well branded at a very affordable price of N500, which they urged consumers to, “Start your week right with our delicious Egg star meal. Enjoy an egg with either spaghetti or white rice and our delicious new sauce for only #500″.

This internationally acclaimed iconic restaurant has today extended its finger licking experience to local meal just to ensure that there is something that is affordable for everybody from its kitchen. If you can’t buy its big chicken, at least, you can afford KFC’s finger licking fried yam.

Domino’s Pizza

Leading Quick Service Restaurant operator and franchisee for Domino’s Pizza, Cold Stone Creamery and Pinkberry Gourmet Yoghurt in Africa, Eat‘N’Go Limited has also started hawking a N1000 sized pizza in traffic. This is another way of ensuring that everyone has a taste of its limitless flavours of pizza

Also, the pizza cuisine leader has decreased price with Everyday Value Range Pizzas as its own way of responding to the continuous high cost of living in the country. To empathically express its feelings to its teeming consumers, it simply demonstrated it with the launch of the Everyday Value Range Pizzas for just N2500 to help customers afford their weekly pizza fix. Not only that, it is accompanied with a bottle of Coke.


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