Some of the biggest names in American fast food are on a mission to bring burritos, Buffalo wings and Blizzards to untapped markets in sub-Saharan Africa.
Their products are so far largely unknown here. But having seen the success of McDonald’s and Kentucky Fried Chicken in some African countries, they are convinced that their brands have big potential.
It’s the latest example of the lure of business in Africa, viewed by many investors as the next frontier market in the developing world. As foreign interest in Africa’s emerging middle class continues to grow, a more diverse range of companies are seeking a toehold on the continent.
Scott Lehr, a senior vice-president with the US-based International Franchise Association, is heading the trade mission by 13 representatives of brands including Dairy Queen, Hardees, Wing Zone and Moe’s Southwest Grill.