Onome Amuge
Tantalizers Plc, one of Nigeria’s leading quick-service restaurant chains, has named acclaimed filmmaker and television producer Tade Ogidan to its board as it seeks to transform itself into a food and lifestyle brand, blending fast food with original entertainment.
Ogidan, whose career spans three decades with works including Diamond Ring, Dangerous Twins and Gold Statue, as well as popular reality shows such as The Intern and The Next Titan, joined the board effective July 29, the company said in a statement. His films and series have featured on streaming platforms such as Netflix and Amazon Prime, giving him international recognition and broad appeal.
“With Mr. Ogidan’s appointment, we’re underscoring our commitment to redefining how food and entertainment converge in Africa. His creative genius will help us scale our experiential and digital entertainment platforms,”Chairman Adam Nuhu said.
The Lagos-based company operates dozens of outlets across Nigeria but is now investing heavily in what it describes as “foodtainment”, an attempt to deepen consumer engagement by integrating its dining offerings with entertainment experiences. Through its subsidiary Grand Media Projects Ltd., Tantalizers has begun developing original television formats, live experiences and digital content aimed at young, culturally driven audiences.
The strategy is seen reflecting notable shifts in Nigeria’s consumer market, where brands are increasingly seeking to harness the power of entertainment to build loyalty among younger demographics. With Africa’s median age at under 20 and streaming platforms driving demand for local stories, Tantalizers hopes Ogidan’s storytelling expertise and audience insight will allow it to stand out in a crowded fast-food market dominated by local rivals and global franchises.
Analysts note that the move comes at a challenging moment for the restaurant sector, as inflation, high input costs and foreign exchange pressures weigh on margins. Nigeria’s food inflation soared to record highs this year, squeezing consumers’ disposable income and intensifying competition among quick-service outlets.
By betting on foodtainment,Tantalizers said it is looking beyond price competition to build a lifestyle proposition around its brand. Industry observers point to similar efforts by international chains to use entertainment, digital platforms and cultural branding to sustain growth.
The latest appointment marks Ogidan’s first formal role on a corporate board, but it draws on decades of experience creating content that resonates with Nigerian and diaspora audiences alike. Tantalizers is wagering that his ability to marry narrative craft with mass appeal can provide the spark for its reinvention as a food-and-lifestyle brand.
