Nigeria’s leisure industry is suffering as escalating food costs consume a larger portion of Nigerians’ earnings, leaving less for recreational activities.
This conclusion stems from recent findings by Nairametrics, which are based on a survey carried out over two weeks in three states and the Federal Capital Territory, involving business owners and patrons.
Six months ago, securing a seat at Regional Hotel, a hub of enjoyment located in the Isashi District on the fringes of Lagos, was a challenge on Friday nights and weekends.
Currently, the entertainment venues and ballrooms are scarcely populated on weekends. A manager, who requested anonymity, informed newsmen that there has been a gradual decline in patronage. “It’s not that the quality of our services has fallen, people are just not coming in the numbers as they used to,” he said.
Moses Jakpor, a frequent customer, expressed that his monthly expenditure on food for his family has significantly increased. “Something must give for the other. The money I spend on food is digging deep into my pocket; so there is not much left for ‘flexing,” he remarked.
Jakpor noted that many of his acquaintances who often visit Regional are experiencing the same issue.
In Ikeja, Lagos, near Toyin Street, the situation evolves differently. A local hotel is witnessing not just a decline in beverage sales but also a steep drop in lodging rates due to a decrease in the number of sex workers patronizing the establishment, according to the hotel’s manager, who requested anonymity when speaking to newsmen.
Anita, a sex worker affiliated with the hotel, informed newsmen that they now offer their services from their homes, utilizing existing contacts, rather than incurring N7,000 per night. She blames the low patronage on the high cost of living that has engulfed the nation.
“We spend much of the little money we make on food. I spend around N6,000 every day on food. Before now I was spending N500 per meal. Today I spend no less than N2,000 for a meal. So I can’t afford to be staying in a hotel where I will pay N7,000 per night for a room when our customers are not coming as before? How much am I making per day?” she quipped.
In Sabon-gari in Kano, the owner of an entertainment centre, Livinus Okereke, who spoke with Nairametrics on a phone call, said business is not looking up. He said fewer people come to his place to eat and drink. When asked by Nairametrics about the possible cause, Okereke said his customers complain about the high cost of food.
Quoting his regular customer, Charles, whose patronage has fallen, Okereke said, “Bros, person neva chop belle full for the house. Food cost die; e no easy.”
In Borokiri, Port Harcourt, Martins Ojake, a restaurant owner, sings the same chorus, “Customer base is falling steeply.” According to Ojake, civil servants and other private sector workers, who are his biggest customers, now prefer to cook at home and take to work.
Treasure, a civil servant with the Rivers State Government, affirmed the trend. She told newsmen that she cooks at home and takes her lunch to work in a cooler because of the high cost of food in the restaurants. “It doesn’t make sense to be spending N3,500 for one meal at work when I can take homemade food to work. Food is too expensive in the markets, to start with. So how can I be paying so much at a restaurant when my salary has not changed?” Treasure complained.
In Abuja, the entertainment hub, the narrative remains unchanged. Floris, located in the Wuse District, is witnessing a decline in its customer base.
A frequent patron, Babagana, reported to journalists that there is a noticeable drop in clientele. He recalled that on a Salah day, such as the previous Monday, it was common for customers to vie for seating in the recent past. That scenario has altered now.
He mentioned that he visits Floris less often because he has less disposable income, noting that his household food expenses have increased.
Similarly, at Caramelo in Zone 7, Abuja, a security officer observed a decrease in patronage, attributing it to the economic hardships impacting the customer turnout.
In Nigeria, spending on food is critically important due to its essential role in sustaining life and livelihoods. This focus stems from the need to ensure adequate nutrition and family support, often leading to a restricted budget for non-essential expenditures like entertainment.
Moses Igbrude, the president of the Independent Shareholders’ Association of Nigeria, observes that this spending behavior significantly impacts the leisure industry, which includes various recreational activities, entertainment locations, and tourism offerings.
He points out that with limited consumer spending power in discretionary areas, businesses in the leisure sector could face decreased customer turnout and revenue.
