When my family has a hospital appointment, there’s a place we always end up. After each visit to TopTee Medical Centre in Surulere, Lagos, we head straight next door to Chicken Republic. It started the day we strolled in for lunch and ate their chicken for the first time. Since that day, Chicken Republic has become part of the routine. The chicken is so fresh and crunchy, we sometimes start eating before we even get home.
For years, I thought Chicken Republic was an American chain. The bold red-and-yellow logo, the quick service, the way the menu felt so familiar. It all reminded me of the fast-food giants I grew up seeing in movies. Only later did I learn it was proudly Nigerian, established right here and expanding across West Africa.
That discovery shifted something in me. If a Nigerian brand could so naturally command the kind of trust, quality, and professionalism I’d unconsciously associated with global chains, what else had I been underestimating? It wasn’t just about chicken. It was about what it takes to build a brand that feels world-class and how local companies can earn loyalty in a global market without pretending to be something they’re not.
The Gap Between Quality And Perception
Many of us grew up with the quiet assumption that “foreign” meant “better.” Decades of imported goods, global media, and Western advertising shaped how we recognised quality. A brand’s origin wasn’t just a matter of geography, but a proxy for trust.
The irony is that the gap between what we expect from a local brand and what we actually get is closing fast. In food, fashion, tech, and even banking, African companies are matching and in some cases exceeding the quality, consistency, and customer experience of their international counterparts.
But perceptions take longer to update than realities. Even when a brand delivers world-class service, old biases can keep us from recognising its excellence until we trip over it, fork in hand.
How The Brand Got It Right
Chicken Republic didn’t win me over with marketing alone. It was the full experience.
- Consistency: For every visit, the chicken tastes the same in the best possible way. That kind of reliability builds trust faster than any billboard.
- Brand clarity: The colours, typography, and menu design are clean, confident, and obvious. It signals “We know who we are.”
- Operational discipline: We were impressed by the outlet’s smooth operation. Orders were delivered on time, the space was noticeably clean, and the staff were polite. These aren’t luxuries but baselines for earning trust.
Whether by design or instinct, they built an experience that could sit comfortably in Lagos, Accra, or Atlanta without feeling out of place.
Why It Matters For African Brands
Global recognition isn’t just about exporting products; it’s about exporting standards. A well-run African brand doesn’t have to lean on “local pride” alone to win customers. It can compete on efficiency, taste, design, and innovation like global giants do.
When brands like Chicken Republic get it right, they challenge old beliefs about Nigerian businesses, both at home and abroad. They remind customers that “Made in Africa” can mean competitive, trustworthy, and scalable. Every time a customer is surprised to find out the brand is local, it inspires them to think differently about what local businesses are capable of.
The change for me happened on a random weekday. We’d just finished an appointment and picked up our usual order—spicy chicken and jollof rice. As I ate, a thought popped into my head: If I were in another country, I’d expect to pay double for this same experience. It suddenly became clear that the only “foreign” thing about my meal was my old way of thinking.
Conclusion
A single product can offer more lessons on branding than countless marketing seminars. It’s not about the voice in a commercial or the design of the logo. It’s about delivering so consistently that people assume you must have the resources of a global corporation.
For African brands, that’s both a challenge and an opportunity. Because when you can get a customer like me to think you’re from halfway around the world and still make them proud you’re from right here, you’ve already won.
