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FAST FOOD
Nigerian street-food chain Sooyah Bistro continues its growth strategy
By our African Marketing Confederation News Team | 2025
Business was founded in 2018 on a shoestring budget. It now has 12 outlets and its own range of suya spices sold through supermarkets.
Sooyah Bistro, the homegrown Nigerian fast-food chain, is continuing its growth trajectory by opening its 12th outlet. The new store is in the Herbert Macaulay area of Yaba, Lagos State.
Photo: Sooyah Bistro
The chain was founded in 2018 by Olamidun Ogundoyin, the wife of a prominent Nigerian politician, with an investment of just N20,000 (the equivalent of around US$55).
It specialises in suya, a local street food comprising flame-grilled meat on skewers. The menu also has other fast-food favourites such as chicken wings, pizza and Nigerian-style Chinese dishes.
Last year, Sooyah Bistro launched its own its own range of suya spices. These are sold through its restaurants and in certain supermarkets.
Nigerian challenger fast-food brands
“The chain is one of a number of challenger fast-food brands in Nigeria that look to use local ingredients to reduce the complexity and costs of importing that pushes up costs for multinational QSR brands due to the depreciation of the Naira,” comments Trentype, the emerging markets consultancy.
“Sooyah Bistro’s journey is a testament to the power of quality, customer satisfaction, and perseverance. We’re proud to be a Nigerian success story, sharing the authentic flavours of suya with a modern flair,” said founder Olamidun Ogundoyin during an opening event for the new outlet.
“Hygiene and quality are paramount at Sooyah Bistro. We maintain rigorous standards throughout our operations, ensuring a safe and enjoyable dining experience for our customers.”
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