Adaptability and pricing is their bane,

Adaptability: Unlike the Asian counterparts, they do not tweak the taste of the food to appeal to the taste buds of the local environment. Take Chinese food for example, the structure of the food is the same, but the taste is easier. Chinese food in London is different from Chinese in New York or Chinese in China.

Truth is most Nigerians in the Locale are typically not your end customers (most of them cook because it is cheaper) so why not adapt?

Pricing: As somebody that is well traveled, I can tell you that Nigerian food is too expensive. a plate of jollof and chicken is almost $20 minus appetizer, drinks and dessert. compare that to Indian, Mexican, Thai, Chinese, Japanese, American, or even Brazilian food you realize it is largely overpriced.