Product details

Tantalizers, a pioneer fast food chain in the Nigerian market, started operations in 1997 with one outlet managed by Bose Ayeni, a former Unilever marketing manager. Encouraged by the success of the first outlet, Folu Ayeni joined his wife Bose and together they pursued a finely-tuned strategy to develop a chain of outlets to provide fast food services to a rapidly increasing market. As Tantalizers kept growing, the Ayenis decided to start First Bite Limited as an independent company that would centralise the purchasing of food supplies for all of the outlets. First Bite was experiencing the challenge of providing unfailingly timely supplies to the growing number of outlets. Faced with the constraint of meeting the demand for food items from the outlets due to shortage of supplies (in particular chicken), First Bite was considering engaging in farming activities. Aware that the growth of Tantalizers depended on First Bite's ability to source for food items, Ademola Olokuteyi, the Managing Director of FirstBite, faced the challenge of backward integration.