Case Study: First Bite Limited

Title
First Bite Limited 

Author
Alos, A; Bamiro, O 

Pages
24 

Product Type
 

Reference #
805-046-1 

Teaching Note
805-046-8 

Institute
Lagos Business School 

Setting
Nigeria 

Year
2005 

Keywords
Fast food industry in 2001; Strategies of Mr Biggs and Tantalizers; Start-up and growth of Tantalizers; Supplies and inventory; Growth; First Bite Limited; Basic operations of First Bite Limited; The way forward; Economics, politics and business environment; Production and operations management



Summary/
Abstract
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, as an independent company to centralise the purchasing of food supplies for all the outlets. First Bite was experiencing the challenge of providing unfailing, timely supplies to a growing number of outlets. Faced with the constraint of meeting the demand for food items from the outlets due to shortage of supplies, particularly 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 First Bite, is facing the dilemma of backward integration.

 

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