Someone once said that Western countries have snacks while Nigeria has meals. It sounds cheeky, but from a Nigerian perspective of what constitutes food, the observation is not far from the truth. To many Nigerians, items such as pizza, hamburgers, pies, shawarma, steak, lobster, and similar dishes are not considered “food” but rather snacks or complements. A Nigerian who has eaten a kilo of steak, lobster, or hamburger would not claim to have eaten a proper meal.
During my recent tour of North America (Canada and the United States) and the Caribbean, I was amazed by the huge popularity of Nigerian pop music—Afrobeats or Afropop. Restaurants, shopping complexes, barbershops, coffee shops, radio stations, taxis, DJs, and countless other venues play Nigerian music back‑to‑back. I believe this musical success could be replicated in the culinary sector if more Nigerians abroad showed interest in the food business. Although cooking is not my passion, my desire to spread the “Nigerian gospel” has led me to dream of opening a Nigerian restaurant in the Western world. My vision is not a place that sells burgers and pizzas, but one that offers purely traditional Nigerian delicacies: jollof rice, white rice with ofe akwu, fried rice, pounded yam, akpu, amala, eba with soups such as edikaikong, egusi, okro, onugbu, yam porridge, yam and beans porridge, boli (roasted plantain), moi‑moi, nkwobi, ngwo‑ngwo/isi‑ewu, suya, spiced meat, pepper soup (beef, chicken, goat, fish) with agidi, and more. Some ingredients may be hard to find in Western countries, but local alternatives exist, or the items can be shipped from Nigeria. Many Nigerian families in the UK, Canada, and the US already purchase foodstuffs in bulk from Nigeria and have them shipped home.
There are Nigerian restaurants in Western countries, but they are far too few compared with the size of the Nigerian diaspora. Nations such as China and India have a much larger restaurant presence abroad, and even smaller countries like Jamaica (3 million), Malaysia (33 million), and Vietnam (103 million) have managed to establish notable culinary footprints. Because of the scarcity of Nigerian eateries, Nigerian meals are often expensive, and when they do exist, diners frequently have to travel long distances—unlike the abundant Indian, Chinese, or Italian options. Given the high population of Nigerians abroad, it should not be difficult for more restaurants to spring up in cities worldwide. The lack of familiar meals leaves many newly relocated Nigerians feeling disoriented, making the establishment of Nigerian restaurants an attractive solution.
Ideally, such an initiative would be funded by the Nigerian government, but historically, the nation’s positive image abroad has been built by individuals. The most reliable way to execute this vision is for more Nigerians to take up the challenge. Non‑Nigerians who have tried Nigerian food usually commend it and ask for more; the only complaint tends to be that the dishes are too peppery. This suggests that, if made widely available and popular, Nigerian restaurants would attract a broad clientele.
Speaking of pepper, I have never tasted any “soups” from English cuisine that can compete with Nigerian pepper soup. It stands in a class of its own and can be prepared with various proteins—beef, chicken, chevon (goat), or fish. Unlike many foreign soups that contain unfamiliar ingredients, pepper soup simply consists of spices and the chosen meat or fish, making it easy to understand for anyone. It can serve as a light meal, pairs wonderfully with drinks, and requires no heavy accompaniments.
When it comes to what Nigerians call soups, egusi may be the most popular, but edikaikong is richer, healthier, and more appealing. Made almost entirely from vegetables, it is easy to explain to anyone, and it can accompany boiled rice, yam, jollof rice, fried plantain, or French fries. Nigerian stew also pairs well with many dishes and offers a far richer experience than ketchup. To attract non‑Nigerian patrons, some adjustments are needed: Western diners generally prefer tender meat without bones or tendons, and they tend to dislike overly spicy food.
In establishing Nigerian restaurants abroad, one crucial mistake to avoid is labeling them simply as “African restaurants.” While the broader name might seem to attract more African customers, “African cuisine” does not exist as a unified concept. Specifying “Nigerian” gives the restaurant clearer identity, direction, and appeal. Just as diners seek Italian or French restaurants rather than generic “European” ones, they look for Chinese rather than “Asian” eateries. An English name without any reference to Nigeria—such as “Licking Fingers”—would obscure the restaurant’s primary target market. If an English name is used, it should be accompanied by a subtitle like “Nigerian Restaurant” for easy identification. Adding “Nigerian” will not deter Ghanaian or Kenyan patrons from visiting.
When I was in Toronto two months ago and wanted something other than burgers and pizza, I was directed to a Jamaican restaurant that served dishes similar to those in Nigeria, such as rice and plantain. This highlights another issue: African cuisine is often omitted from the dining sections of global events. Categories like Continental/Western, Asian/Oriental, Caribbean, and International are common, but “African” is rarely represented. This omission reflects both Africa’s limited financial presence worldwide and the lack of strong restaurant brands outside the continent.
Nigerians should take up the challenge of breaking this pattern by systematically establishing restaurants across the globe. Countries spread their culture through music, film, literature, clothing, technology, language, and cuisine. Nigeria boasts superb dishes that deserve global recognition. As more chefs worldwide become familiar with Nigerian cuisine, Nigerian meals will begin to appear at international events. Just as the world can no longer ignore Nigerian music, in the near future Nigerian cuisine will be respected and demanded worldwide.
— Twitter: @BrandAzuka
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