How Eat’N’Go won Marketing Edge Outstanding QSR Brand 2020
That Eat ‘N’Go emerged as the winner of the flagship award for the Quick Service Restaurant (QSR) category at the 2020 Marketing Edge Awards is no longer news. The leading QSR brand and franchisee behind Domino’s Pizza Nigeria became the cynosure of all eyes as it won the Most Outstanding QSR brand of the year at the highly respected industry event on the 16th of October 2020.
In the last two years, the innovation-driven brand has offered its products and services in many unique ways that it has become the toast of Nigerians. It was therefore no surprise that the leading marketing publication recognised the phenomenal growth and innovation of the Eat‘N’Go brand through the award. However, the question on the lips of many watchers at that event was, “how did the Eat‘N’Go brand evolve within a few years to become a household name in an industry where many brands have either closed shop or are struggling to find their feet?”
Established in 2012, Eat N Go was the first to bring world-class pizza into Nigeria. With over 100 stores in Nigeria, Eat’N’Go Limited , the franchisee operating Domino’s Pizza, Cold Stone Creamery, and Pinkberry Gourmet Frozen Yogurt, has invested over N10 billion in Nigeria.
Domino’s Pizza pioneered the concept of efficient delivery of made-to-order pizzas, the innovation of patented insulating pizza bags to keep pizzas oven-hot and crisp during normal delivery, and the creation of sturdy, corrugated pizza boxes, which keeps moisture from weakening the box and cheese from sticking to the top. The company has been recognised as the world leader in pizza making and delivery.
Domino’s pizza, the most popular brand under the Eat N Go umbrella was founded in 1960 by Tom Monaghan and his brother, James Monaghan. It has expanded from a small pizza store in Michigan, to currently operating over 11,000 pizza places in more than 80 countries.
Eat N Go has continuously yielded to the taste and expectation of its teeming customers. This has resulted in opening of new outlets and offering new variants of their products. Domino’s Pizza recently introduced its newest pizza variant “Naija Spicy Shawarma Pizza”, which comes fully stuffed and topped with chicken, smoked sausages and lots of cheese. This has been major talking point that has drawn old and new customers to its outlets for a taste of the new offering.
In terms of corporate social responsibility, Eat N Go has been a responsible and responsive corporate brand conducting its business with a human face. Eat N Go has been involved in many activities as a mark of its Corporate Social Responsibility (CSR). In 2018 Eat‘N’Go launched the ‘Hope for Every Child, One Bite/Scoop/Swirl at a Time’ initiative, in partnership with Slum2School Africa, a volunteer-driven developmental organisation that provides quality education for disadvantaged children. The collaboration sought to provide 1,000 underserved Nigerian children with access to quality education through targeted funds raised from December 1, 2018 to November 30, 2019 .The support was valued at N50,000 per child.One thousand children are to get quality education, including psychosocial support encompassing school needs such as instructional materials, uniforms, shoes, books, excursions, medical support, extra-curricular classes, tech classes, teacher support, among others.
The Covid-19 global pandemic caused severe economic hardship on Nigerians especially during restrictions imposed by government. The pandemic also imposed dangerous imperatives on health workers who were the frontline combatants in the fight against the pandemic. In recognition of this, Eat N Go donated 12,000 pizzas, 12,000 cups of ice cream and 2,000 cups of frozen yoghurt worth N35 million to frontline workers to help in the fight against the pandemic.
For the MD/CEO of Eat N Go, Patrick McMichael, the recognition couldn’t have been possible without the support from its trained staff, customers and stakeholders who continue to believe in the brand in its poise to add fun and tasty food to the menu of Nigerians.
“We dedicate this award to our esteemed customers and our hardworking staff who have made this possible.”
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