Have you ever asked why many successful Nigerian businesses never make the leap to become multinational chains in the diaspora? Why is it that despite our rich cuisine, vibrant fashion, innovative products, and entrepreneurial energy, so few Nigerian brands exist as recognizable franchises in London, Toronto, New York, or Johannesburg?
It’s not because the market isn’t there, it is. The African diaspora is hungry (literally and figuratively) for businesses that reflect home. Afro-Caribbean restaurants thrive abroad. Ghanaian, Ethiopian, and Senegalese brands are expanding. But Nigerian businesses often stall after one or two locations.
The hard truth? We do not care enough about processes, systems, and scalability.
1. Founder Dependency Culture
Too many Nigerian businesses are built around the personality of the founder. The moment the owner is not present, quality drops. There’s no standard operating procedure (SOP), no proper onboarding, no documented workflows. So expansion becomes a risk, not a growth opportunity.
In contrast, global chains like McDonald’s , Hmart, or Zara run on systems, not personalities. You can walk into a location in Tokyo or Texas and expect the same service because the business is built on replicable, documented processes.
2. Lack of Business Formalization
A large percentage of Nigerian businesses still operate informally. According to a PwC Nigeria SME survey, only 10% of SMEs have access to structured business development services. Bookkeeping is often non-existent. There’s no HR department, no performance metrics, no CRM, no logistics infrastructure.
Without structure, it’s hard to scale. You can’t franchise what isn’t documented or tested.
3. Short-Term Mindset Over Long-Term Vision
Nigerian entrepreneurs are brilliant and tenacious but often trapped in survival mode. With the volatility of Nigeria’s economy (inflation, FX instability, policy uncertainty), many are focused on daily turnover, not long-term sustainability. So rather than building a brand that can be scaled globally or even regionally, most businesses are just trying to stay alive locally.
4. Poor Customer Service Culture
Another major barrier is service delivery. For any business to scale globally, customer experience must be consistent. Unfortunately, many Nigerian businesses still treat customers as if they’re doing them a favor. Rude staff, delays, lack of complaint resolution, these are deal breakers abroad where customer reviews make or break you. And Nigerian business owners in the diaspora carry this same mindset into their business.
5. Resistance to Technology and Automation
Many Nigerian business owners still operate with pen and paper in a digital world. Point of Sale (POS) systems, inventory software, supply chain tools, marketing/strategy teams, automation are often seen as luxury instead of necessity. Yet without tech, managing multiple locations, especially across cites, states borders, will be a logistical nightmare.
6. Lack of Strategic Partnerships
Scaling internationally requires funding, partnerships, compliance with regulations, and market research. Unfortunately, many business owners try to do it all themselves based on the economic terrain. There’s little collaboration, no licensing models, and very few legal or financial advisors guiding the process.
Until we prioritize systems over sentiments, structure over vibes, and process over personality, Nigerian businesses will remain brilliant, but local. And that’s a shame, because we have world-class talent and products. What we lack is the architecture to scale them.
The future belongs to those who systematize. You don’t need to be everywhere at once, you just need a system that can.
