Explaining Quality Service Delivery of Nigerian Fast Food Entrepreneurs in the COVID-19 Era.
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International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
Explaining Quality Service Delivery of Nigerian Fast Food
Entrepreneurs in the COVID-19 Era.
Tolutope Olubamiji FAKOKUNDE
Department of Entrepreneurship,
Federal University of Technology, Akure, Nigeria.
Email: tofakokunde@futa.edu.ng.
Abstract
The COVID-19 pandemic no doubt exert more innovative pressure on fast food entrepreneurs in
their service delivery. This is coupled with the fact that the fast food operations in Nigeria is
emerging. The paper in recognising the huge significance of the industry adopted the theoretical
review of literature to succinctly examine its current role and efforts to reposition itself amidst the
current challenges. Thus, in addressing the situation, the paper also presents certain critical issues
regarding quality management with the aim of improving current service offerings of the fast food
industry in Nigeria. It further explicitly discussed the concept of total quality management as a
relevant philosophy that can be aptly embraced in the industry in Nigeria. It also suggests certain
relevant operating models for the industry. The paper concludes that the adoption of quality
management as propelled by the notion of TQM is more critical in the COVID-19 Era in providing
new directions for the industry. In moving forward, fast food entrepreneurs must therefore be ready
to explore and experiment with new ideas as well as implement different activities and meet certain
requirements as suggested, in an appropriate ways. The paper also identified with previous
researchers who recommended a comprehensive audit of the organisation who may find itself in
critical situation as currently experienced.
Keywords: Quality, TQM, Fast Food Restaurants, Customer Service, COVID-19
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Introduction
Businesses worldwide have come to realise that the currently ravaging pandemic must bring out the
innovativeness and creativity in them while it lasted. Apart from the fact that old methods and
processes are in most cases no longer applicable, new ideas and machinery must be explored to
ensure sustenance. One of such businesses that is of paramount importance is the fast food industry.
The emergence of COVID-19 has therefore redefined the terrain in which fast food operates. Chen
(2020) affirms that the fast food sector is among the economic sectors which are suffering loss due
to the global spread of the COVID-19 pandemic, which exerts great influence on the global
economies. Hassen, Bilali and Allahyari (2020) also stresses the immediate impact of the pandemic
in Qatar as a dawn of a new era which accelerates its digitization for increased consumer
awareness. Therefore, at this point in human history, it is essential to raise more vividly the issue of
the fast food service delivery, laying more emphasis on its provision, consumption as well as its
security along the chain. Fakokunde, Iwarere and Mustapha (2014) mentioned that without
prejudice to its safety and security, food consumption has a great influence in determining and
maintaining good physical and mental health. Fast food entrepreneurs must therefore provide these
services adequately and promptly in order to enrich the nutritional capacities needed by individuals
to boost immunity and prevent diseases. Additionally, attention are now on how to formulate new
policies and regulations in these areas. More ideas and knowledge are also required in
implementing the existing regulations on food quality standards and certification schemes already
formulated and initiated by several recognised bodies both at local and international levels.
Notably, the various International Standard Organisation (ISO) series such as ISO devoted for food
quality and management, have initiated what is today known in business circle as quality warfare
and global competitiveness.ISO has long taken the lead in improving quality management
standards worldwide. Its ISO 9000 standards initiated in 1987 have been a benchmark for other
standards and quality management practices among organisations worldwide. In Nigeria, the
official organisation saddled with regulating the food industry, the National Agency for Food and
Drug Administration and Control (NAFDAC), at this time also needed to be more alive in its
responsibilities.
Also, several theories and models relating to quality and food providers have also been previously
presented by researchers which the industry can now embrace. This requires thorough discussion
understanding of the concepts of quality and quality improvement as well as the philosophy of
Total Quality Management (TQM) and its application in current circumstances. Unequivocally,
quality is the presence of excellence and the process of ensuring this excellence in all phases and
departments of an institution, in order to produce excellent results. On its part, total quality
management consists of ways and procedures of driving an organisation centred on quality, through
the involvement and participation of all members and all production phases.
Arising from the above, considering the importance of food to the human body, quality food cannot
be overemphasized. In this wise, any fast food entrepreneur that want to maintain a competitive
edge must be clearly obsessed with quality. It is against this backdrop, that the paper attempts to
discuss the relevance of TQM in explaining quality service delivery of Nigerian fast food
entrepreneurs in the COVID-19 Era.
26International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
The Global Fast Food Business
The fast food, according to Ariyo (2005), means food that can be prepared and served quickly, or
taken away. It can be in form of counter service, drive-through, sit-down restaurants, take-out and
delivery (Raimi & Towobola, 2011). Frequently used fast food menu found in outlets generally,
apart from drinks include chips, salads, fries, pizzas, ice-cream, chilies, pies, rice, sandwiches,
coffee, noodles, chicken, potatoes, hot dogs, fish, hamburgers, beef, candies, turkey, etc. Also,
various sizes, types and kinds of outfits exist worldwide for the purpose of retailing fast foods. Fast
food has increasingly been popular because, it is convenient, inexpensive and tastes good. The
food industry has drastically changed and developed over the years. These changes were as a result
of being able to satisfy customer and health needs. The fast food industry consists of activities such
as supply, preparations, delivery and consumption of food products. This industry, according to
(Gaia, 2015), came to being when there was a change in the role women played within their family.
It could be traced back to the WWII, when in America, men were left to fight in the war, while the
female population replaced them by working in the industries. The women began experiencing an
increase in their disposable income, while the time they could dedicate for house work was
tremendously reduced. Consequently, the demand for industries that could produce ready-made
food in their place was on an increase. This gave rise to Richard and Maurice McDonald, who
understood the importance of making fast food and selling it cheaply, while spending less time and
resources in search for the best quality food sources. They offered reasonable products at low price,
in a short period of time. The success of the McDonald caused other self-service fast food
restaurants, also known as Quick Service Restaurants (QSRs) and modern-day eateries, to join the
market. At the beginning of the 21st century, the fast food market experienced a shift in products
delivery, as coffee chains and fast casual restaurants sprouted and became serious competitors to
larger food chains. Major brands like; Panera, Chipotle and Starbucks stressed on the quality of
their products and services (Jacobs, 2014).
Currently, as the international global environment is growing, so does the fast food industry. This
industry is growing rapidly, as people now desire and fancy eating at fast food restaurant rather
than eating at home. It is worthy of note that, in the Nigerian economy, office going and students
are major market served in fast food industry. And to those who desire eating at home, the fast food
industry has adopted the initiative of home delivery. Although some people believe that fast food is
low in nutrition and its persistent patronage portends certain negative health consequences,
nevertheless there are increasingly wide varieties of chains that hold on to producing quality and
healthy food to their numerous customers.
The Nigerian Fast Food Industry
The Nigerian fast food industry has equally witnessed unprecedented growth and experienced rapid
expansion, probably due to the increase in human population and global changes in lifestyle and
eating habits. Since the opening of Mr. Biggs, at Yaba, in Lagos 1986, which happened to be the
first modern fast food outlet opened in Nigeria, there are now more than 1000 outlets which can be
confidently classified as standard eateries, established by both individuals and corporate
organisations, located along major streets across the country, with the list of new entrants
increasing daily (Fakokunde, Iwarere and Mustapha, 2014).
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Based on the increasing demand for these restaurants and the size of the economy, there are a huge
number of categories that exists, based on the increasing demand for these restaurants and the size
of the economy. According to Fakokunde (2018), although a lot of fast food entrepreneurs operate
informally, there are three major categories of fast food enterprises operating in the formal sector in
Nigeria. They range from small, medium, and big outlets. Where the smaller ones are started and
run by individual investors and the bigger ones by established corporate organisations. They are
classified according to their operational capacity; number of customers, capital outlay and staff
strength. However, as at 2020, there have been several amazing restaurants that have beat
competition and are able to satisfy her customers, in terms of good tastes, wide range of cuisines,
beautifully set atmosphere and mind-blowing services. It is inarguably that the nation Nigeria
cherishes her culture and has a variety of mouth-watering foods which have allowed these
restaurants emerge as prime in supplying these rich cultural foods. The Nigerian restaurants are
well furnished to supply both local, continental and intercontinental dishes. Nevertheless, some
restaurants focus on the local dishes, while others do a fusion of all the varieties which makes the
taste more exploring. In recent years and due to the current pandemic, itinerary food vendors,
caterers and restaurants have also been noticed to engage in outdoor fast food home delivery
services to their customers doorsteps.
However, due to lack of proper inspection and monitoring arising from the mostly-unorganised
nature of the industry, certain fast food vendors and entrepreneurs have been noticed to operate in
unhygienic conditions (Ojinnaka, 2011). Certain policy bottlenecks and sharp practices also hinder
fast food entrepreneurs from performing efficiently and meeting quality standards, especially when
it comes to imported products. (Ojinnaka, 2011) identified some of these to include:
1. Spoilage of items and proximity to expiry dates
2. Fake products (Substandard products)
3. Absence of production dates for some products.
4. Product damage as a result of poor handling and dehydration
5. Instruction manuals are written in foreign languages
6. Deceitful labelling
7. Over Pricing
Fast Food and COVID-19
The COVID-19 brought a lot of alteration in business functionality, including fast food restaurants.
The fast food received more attention than before as a result of the COVID-19 pandemic. Chen
(2020) observed that, the fast food restaurants who before the outbreak of the COVID-19 pandemic
benefited a lot from the process of globalisation are greatly impacted. A lot of these restaurants are
still scrambling to adjust. In assessing the impact of COVID-19 on fast food consumption,
Bohlouli, Moravejolahkami, Dashti, Zehi and Kermani (2021) explained COVID-19 that
restaurants which offered majorly sit-down service were closed while other restaurants who offered
home delivery and pick-up options received outstanding increase in their order volumes. It is also
realised that though there have been a drop in restaurants foot traffic and ordering, the US, UK and
Canada are placing high online orders for pick-ups and delivery. As a result of these increases in
orders, the share of carry-out versus delivery has remained fairly consistent (Bohlouli,
Moravejolahkami, Dashti, Zehi and Kermani, 2021).
28International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
COVID-19 also made customers to search for new restaurants which are closest to their homes.
Though they weigh their options of where to get quality food, they are forced to remain in the
confines of their immediate environment. These orders increased amongst young consumers than
the aged. This is because the aged were so selective about what they eat, due to the nutritional value
they needed to build their immune system and prevent the Corona virus. More so, a lot of
restaurants lost their customers, as people became doubtful about hygiene and preparatory aspects.
These were to avoid the spread of COVID-19. On the one hand, this made restaurants to increase
and improve on the hygienic aspects of preparation, packaging and delivery. Again, with the law
of social distancing, a lot of people went to the restaurants to make and pick up orders most often
through drive-ins, instead of sit-down (www.wearemiq.com, 2020).
Similarly, the lockdowns and movement restrictions have caused so many people to reinforce and
develop more delight for home cooking. As a result COVID-19, has made home cooking to
skyrocket. People will just prefer cooking their own food and staying indoors all day, rather than
going out to restaurants. Meanwhile others, who wished to eat delicious meals as offered in the fast
food restaurants, were able to do that by learning it through watching of You-Tube videos before
cooking (Bohlouli, Moravejolahkami, Dashti, Zehi and Kermani, 2021).
Total Quality Management and the Fast Food Industry
Fast food entrepreneurs are now on a hunt for strategies to keep improving their services. This is
because customers have gained more knowledge and information, which gives them an upper hand
in determining and deciding where they get the much-needed quality food products seamlessly and
continuously. Daily rise in fatality has brought about daily decisions of where to get quality food.
Therefore decisions regarding purchasing or ordering food in a particular restaurant, is as a result of
the presence of quality food, quality service and quality delivery well known to customers
(Fakokunde, 2018). In similar vein, Mahajan & Gothankar (2020) reiterates that delighting the
customer is a central intention across the fast food industry. It is also noteworthy that the food
industry in Nigeria aims at providing and ensuring harmlessness of its products and at the same
time providing information for its business partners along the food chain and consumers. It aims at
giving quality products, from the point of acquiring raw materials to the point of final consumption.
As such, they engage into a whole line of processes and procedures, involving different instruments
and systems, to guarantee and obtain a certain quality standard (Morath & Doluschitz, 2009). Total
quality management thus emerges on the scene of the fast food industry in order to ensure these
processes and procedures are properly instituted in relation to some of its certain key features as
inherent in its definitions. It goes further to explain the degree to which the need of the customers
are met now and in the future. This is equally applicable to food industries, especially the fast food
restaurants in Nigeria, as affirmed by Gabriela-Livia (2021) that in all, every organisation must
have as goal, to deliver quality products and services.
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Total quality management is a concept that stemmed from industrial experience. It evolved, but not
entirely, from the Japanese management processes. It is the effective and efficient practices of
management philosophy, which requires optimal utilisation of available resources, both human and
material resources, for the achievement of organisational objectives. This is majorly quality-centred
and addresses aspects of customer satisfaction, team-accuracy, and proper service delivery (Ojo,
2006). Total quality management evolves as a philosophy and a set of guiding or governing
principles applied to bring about continuous organisational development as changes occur in the
environment. Therefore it keeps growing as new concepts, models and processes emerge. It can
therefore be regarded as the application of qualitative methods and human resources to improve
organisational processes within the organisation. TQM, as a general term, now embraces much of
current best practices used in determining international standards and global certifications.
In simply explaining its meaning, the words comprising ‘Total Quality Management’ are usually
defined separately and then together. The term “Total” in quality management refers to the
involvement of everyone that constitutes the organisation, irrespective of their levels or category in
the organisation. It deals with both the customer and provider. They must be committed to quality
at all departments and must embrace continuous improvement. In addition, “Quality”, looks at
faithfully addressing the needs and expectations of the customer. While “Management”, refers to
the managers who are directly responsible to deliver the required services and or products and their
commitment to their job. This can also mean that the entire system of leadership can be geared
towards quality.
In practice, the concept and philosophy of total quality management (TQM) in an organisation can
be regarded as the combination of total quality (TQ) and quality management (QM) for the purpose
of achieving improved organisational performance.
That is,
TQM = TQ + QM
The term, total quality management (TQM) is now a widely accepted management philosophy,
which stresses basic 3 principles:
1. Customer satisfaction, which is the need to satisfy customer completely rather than meeting
his expectations to some extent.
2. Employee involvement, which refers to the need to instil an awareness of the importance of
quality in all employees and motivating them to improve product quality, through
organisational cultural change, training, awards and incentives, and teamwork performance,
and
3. Continuous improvements in quality, which is based on the principle of continually seeking
ways to improve operations.
30International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
TQM is also built around a number of concepts, which thus define its philosophy. These concepts,
which are also based on the principles of positive quality thinking, critical analysis or norms, and
consciousness of customers and competitors include the following:
1. Quality for Profits.
2. Reduced Cost of Quality.
3. Right First Time.
4. Acceptable Quality Levels (AQLs).
5. Competitive Benchmarking (CB).
6. TQM for all.
7. Feedback.
8. Recognition and Rewards
The Need for Quality Improvement in the Fast Food Industry
Right from the days of early gurus, who started by proposing the idea of quality in everything,
certain features of the emerging TQM are becoming more relevant in today’s world, as it is further
being projected in defining the implementation of activities in organisations. Several of such ideas,
principles and concepts upon which the philosophy of Total Quality Management is based, coming
from individuals have strongly influenced companies in both manufacturing and service sectors to
improve their performances, in which the food restaurant business is no exception. Particular
mention should be made of Sir Ronald Fisher whose ideas of statistical quality control (SQC)
actually resulted in the modern-day concept of TQM. Also notable is the work and ideas of Armand
V. Feigenbaum, a quality control expert who was the first American to use the term, Total Quality
in his book in 1961. Similarly, other notable contributors include Edwards Deming, Joseph M.
Juran, Phillip B. Crosby, Kaoru Ishikawa, Genichi Taguchi and Tom Peters among others.
The idea that quality improvement can be achieved by embracing quality in everything should
include the processes, people, services, products etc. In other words, it must cover major areas such
as the corporate culture, products and customers. As presently being encountered, the need for
quality improvement arises when distressed symptoms started to manifest itself in the organisation.
Smith (1994) therefore recommended a comprehensive audit of the organisation which will help to
identify any improvement opportunities available. Thus, as presently experience, fast food
entrepreneurs will need to entrench quality improvement ideas in their processes in order to
generally reduce their cost of operations. The total cost in achieving a quality product or service
includes prevention costs, appraisal costs, internal failure costs, external failure costs, the cost of
exceeding customer’s requirements and cost of lost opportunities. These cost elements must be
watched in order to reduce cost. As illustrated below, Heizer and Render (1993) as illustrated in
Figure 1 asserts that a company would like a quality design such that the positive difference
between value and cost is greatest.
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N
Cost or value
Cost of Providing Quality
Value of Product to
Customer
um
xim e
M a f e re n c
D if
...................
Best Quality Design Quality Level
design
Figure 1: Graphical Illustration of Cost of Quality
Source: Heizer and Render (1993)
Quality improvement efforts are also expected to generate enhanced products offerings and
customers’ satisfaction, and therefore improved sales performance. The relationship between
quality improvement and sales level is illustrated in Figure 2.
Sales
Customer satisfaction
0 Quality improvement
Figure 2: Quality Improvement and Sales Level
Source: Author (2021)
32International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
In respect of the above illustration, Deming (1986) had earlier summarised the far-reaching, long
lasting effects of improving quality with his five-step chain reaction:
• first, costs decline because of less rework, fewer mistakes, fewer delays and better use of
time and materials, which
• results in improved productivity, which
• increases market share because of better quality and prices, which
• increases profitability, allowing the company to stay in business, which
• results in more jobs.
Arora (2006) while suggesting the Eight Dimensional Model of Total Quality corroborated that
quality improvement can be suitably adopted in the fast food industry. This is depicted in Figure 3.
Me Chan
as
ging
uri organi
ng
sation
pr al
og
Working with res culturTotal employee
suppliers e involvement
s
Using technologyEli Building Incentives
and innovation mi Satisf
nat ying
ing the
ba custo
rri mer
ers
Figure 3: The Eight Dimensional Model of Total Quality
Source: Arora (2006)
Evans and Lindsay (2005) also summarises the TQ-focused elements vital to improving operations
of take-out restaurants as:
• customer relationship management
• leadership and strategic planning
• human resources management
• process management
• information and knowledge management
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Similarly, Chase and Stewart (1994) suggests the applications of the concepts of automatic
mistake-proof device called POKA-YOKE in designing and improving processes in the fast food
restaurants. According to Chase and Stewart, both servers and customers of fast food commit
different errors, which could be prevented with the use of Poka-Yoke principle. Computer prompts,
colour-coded cash register keys, measuring scoops, signalling devices etcare used to prevent server
errors. Also to prevent unfriendliness and cold responses, servers and attendants are trained to
automatically response with a smile at certain points during their various service encounters with
customers. Also, customer errors such as incorrect placement of orders, inattention,
misunderstandings and lack of response to service inadequacies can be prevented with proper use
of fast food facilities, based on Poka- Yoke strategy. For instance, customers of QSRs can be
reminded and encouraged to clear the table when they have finished eating, with the use of trash
receptacles and tray-return stands strategically placed in convenient locations.
Other TQM Models relevant to Fast Food Service Delivery
As a result of more global awareness and studies conducted in the area by, TQM now embraces
much of current best practices used in achieving world class manufacturing. Its scope has expanded
from its early concentration on statistical monitoring of manufacturing process, and broadened to
include activities related to on-time delivery, just-in-time inventory control, customers’ service and
satisfaction, employees involvement and continuous improvement of the work process among other
organisational processes.
In this direction, Gucanin (2003), considers TQM to be based on an holistic connotation of quality
that encompasses all areas of an organisation, both externally and internally. This led the
researchers to propose a wide known approach which integrates quality management systems. It
was developed by the European Foundation for Quality Management (EFQM), which is tailored to
any organisation, irrespective of their activity, but quality-centred (EFQM, 2013). As presented in
Figure 4, the EFQM Excellence Model looks at nine quality areas, where five are called enablers (
employee orientation, leadership, policy and strategy, processes, partnerships and resources) which
considers what an organisation is doing and how it is acting. The other four areas (customer
satisfaction, employee satisfaction, societal acceptance and key performance results), regards what
the organisation achieves. It is on this basis, Morath & Doluschitz (2009) best defined quality with
regards to fast food in Germany as a basis of meeting the expectations and requirements of both
internal and external stakeholders.
34International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
Figure 4: EFQM Excellence Model
Source: Adapted from Gucanin (2003)
Further, Gabriela-Livia (2011) in his own model opined that for any organisation who wants to
improve on her efficiency, TQM cannot be erased. This led him to propose a model for TQM,
which is adopted by organisations worldwide, on the quest to improve efficiency. He looked at the
words TQM separately and its impact to an organisation. As shown in Figure 5, the model clearly
demonstrates a set of practices which permits any organisation to deliver quality products and
services as the case may be. Gabriela-Livia also opines that Total is the involvement and
commitment of all members within the organisation and their interest to improvement. Meanwhile
quality is used in its initial meaning and management involves the organisational leaders and their
support for quality enhancement.
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TOTAL QUALITY MANAGEMENT
TOTAL QUALITY MANAGEMENT
All processes, products Satisfying customer -Quality represents a
and services of an and society needs leadership problem
organisation, from every through:
step of the quality spiral, -The involvement of the
are interconnected and -applying the ‘zero whole staff (the
involved in quality fault concept’ worker’s initiative and
performance and
-continuously
Figure 4: A TQM Model
Source: Gabriela-Livia (2021)
As earlier mentioned, the attainment and maintenance of the desired standard services in the fast
food industry may also require the implementation of a total quality assurance system. Thus,
according to Arora (2006) apart from protecting both the organisations and the customers, it also
ensures product/service reliability through the quality of design and conformance. It involves
laying emphasis on such practices like:
• product development and design
• process planning, control and procedures
• material handling, inspection and defect analysis
• instrumentation, equipment selection and measurement
• performance testing, feedback and corrections
• customer-relations and complaints-handling
• vendor/supplier selection
• delivery, sales and promotion
• special studies using problem-solving tools and statistical analysis
• employee training, development and motivation.
36International Journal of Scientific Research and Innovative Technology Vol. 8 No. 4; May 2021
Conclusion
This paper robustly discussed the concept of total quality management as a relevant and emerging
philosophy in all organisations with special reference to the fast food industry operations in Nigeria
during and after the Corona virus pandemic. It went further to explain the manner to which the
needs and expectations of fast food customers must be met now and in the future by the food
service providers. Apart from discussing the relevance of the concept of TQM, it stressed the fact
that any organisation that want to thrive or survive in the 21st century must be quality conscious
and embrace the idea of continuous improvement in quality. Fast food entrepreneurs who are
geared towards delivering quality, must be able to explore new ideas which is expected to result in
visible impacts, as food matters most to the health and proper functioning of the human body. They
must be ready to implement different activities and meet certain requirements of TQM in an
appropriate manners expected to be done at each phase of their work processes.
In explaining further the quest of the industry for sustainability in the COVID era, certain relevant
models are also presented. Through these models, fast food operators can be able to identify areas
where quality is most needed and necessary in this present situation. Also, applying quality to
these areas as cited in the models brings positive results and ensures continuous improvement and
development. Obtaining a higher degree of excellence is what will cause an organisation to have
competitive advantage over her rivals. Finally, what ensures sustainable growth and quality
performance is the act of consistency in meeting quality standards. Overall, the paper agreed with
Smith (1994) who recommended a comprehensive audit of the organisation who may find itself in
critical situation which will help to identify any improvement opportunities available.
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