The rebirth of Mr Bigg's: A culinary collaboration with Debonairs Pizza

In 2019, the United African Company of Nigeria PLC (UAC), the owners of Mr Bigg’s decided to rebrand by introducing joint outlets with Debonairs Pizza.

There is a sense of nostalgia that comes with remembering Mr Bigg’s restaurant. When people talk about it, you can instantly perceive the aroma of the restaurant and its famous meat pie.

Back in the 1980s to the early 2000s, Mr Bigg’s, Nigeria’s pioneer quick service restaurant (QSR) brand, was renowned for its delicious meals and freshly baked pastries. The yellow and red decor restaurant was more than a beloved food spot; it was a cultural landmark. A place where memories were made and traditions were born. From birthday celebrations to after-church gatherings, Mr Bigg's was the go-to spot for delicious food and good company.

However, the quality and consistency of Mr Bigg’s meals and pastries declined shortly after the introduction of franchising and monetizing its brand for QSR entrepreneurs interested in using its name to capture market share.

In 2019, in its bid to reposition its brand, the United African Company of Nigeria PLC (UAC), the owners of Mr Bigg’s, decided to rebrand by …