Until recently, Sub-Saharan Africa (SSA) has long been ignored by the Western based brands, but now as growth opportunities in other emerging nations become saturated, SSA appears to be the ultimate destination. Particularly, the fast food businesses are gearing up for their next big move on the continent, but whether it will be easy for them, remains the question. SSA consists of 50 countries, in which Nigeria and South Africa are the major economies contributing tremendously toward the GDP of the continent; and the sooner the foreign brands harness the potential in these economies, the larger they can bite into the pie.
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