Tantalizers Appoints Tade Ogidan to Board to Boost Foodtainment Strategy
Tantalizers Plc, one of Nigeria’s biggest quick-service restaurant chains, has announced the appointment of award-winning filmmaker and TV producer Tade Ogidan to its board. The move is part of the company’s plan to reinvent itself as more than just a fast-food brand, by combining dining with entertainment to create what it calls “foodtainment.”
Ogidan, who officially joined the board on July 29, is widely respected in the film and TV industry. His works include popular movies like Diamond Ring, Dangerous Twins, and Gold Statue, as well as reality TV shows such as The Intern and The Next Titan. Many of his films have been streamed globally on platforms like Netflix and Amazon Prime, earning him international recognition.
Speaking on the appointment, Tantalizers Chairman Adam Nuhu said the company is committed to redefining the connection between food and entertainment in Africa. He added that Ogidan’s creative expertise will help scale the brand’s digital and experiential platforms to reach more people.
Tantalizers, which already runs several outlets across Nigeria, is investing heavily in foodtainment. Through its subsidiary Grand Media Projects Ltd., the company has started creating original TV formats, live shows, and digital content for young audiences who are deeply influenced by culture and entertainment.
This shift comes as Nigerian brands increasingly use entertainment to attract younger customers. With Africa’s median age below 20 and streaming platforms boosting demand for local stories, Tantalizers is confident that Ogidan’s storytelling skills will give it a strong edge in the competitive food market.
The fast-food industry in Nigeria has been facing challenges such as high inflation, rising costs, and foreign exchange pressures. Many consumers are struggling with reduced disposable income, making competition among quick-service restaurants more intense. By betting on foodtainment, Tantalizers aims to move beyond price wars and position itself as a lifestyle brand rather than just a food outlet.
Industry experts point out that global restaurant chains are also blending food with entertainment and digital engagement to build customer loyalty. Tantalizers is following this global trend but adding a local flavor with African storytelling.
This appointment marks Ogidan’s first time serving on a corporate board. However, his long experience creating content that resonates with both Nigerian and diaspora audiences is expected to play a big role in the company’s transformation. Tantalizers believes his creativity and ability to connect with large audiences can help drive its new vision of becoming a true food-and-lifestyle brand.
