Every business dreams of expansion. More locations, more customers, more success—it sounds incredible. But is growth just about having a lot of customers, or is there more to it?
The truth is that growth isn’t just about demand. It’s about sustainability. Expanding too soon can stretch your resources thin, while waiting too long might mean missing out on significant opportunities. Timing is everything.
Think about Mr. Bigg’s. At one point, it was the fast-food chain in Nigeria; everywhere you turned, there was a branch. The brand was strong, people loved it, and it felt like they were unstoppable. But then, expansion happened too fast. More outlets popped up, but quality started slipping. The experience at some locations didn’t match the reputation that had made the brand a favorite. Service became inconsistent, and they weren’t adapting to changing customer expectations.
Meanwhile, competitors like Chicken Republic and The Place were stepping up, offering fresher, more modern experiences. Mr. Bigg’s wasn’t evolving, it was just multiplying. And when you scale a business without fixing its weak spots, those weak spots grow, too. By the mid-2010s, Mr. Bigg’s had lost the top spot, not because people stopped eating fast food but because the brand didn’t grow smartly.
Signs It’s Time to Grow
Consistent Revenue, Not Just Busy Days A few good months don’t mean it’s time to scale. Are your sales steady? Is profit growing over time? If your business isn’t making stable money yet, adding more locations won’t magically fix that.
Customers Are Asking for More Are people constantly asking, “When are you opening in my area?” or “Why don’t you offer this yet?” Real demand should drive expansion, not just your gut feeling.
You Can Handle It Without Dropping Quality If you’re already struggling to keep up, expanding won’t help; it’ll make things worse. Can your supply chain, staff, and operations handle more demand without cutting corners?
The Market Is in Your Favor Are trends working in your industry’s favor? Are competitors expanding successfully without losing quality? You don’t have to copy them, but you do need to be aware of what’s working.
You Have the Cash to Do It Right Growth isn’t just about wanting more, it’s about being able to afford it. Do you have enough money to expand without putting your business at risk?
Your Brand Is Strong Enough A business that expands too soon without a solid brand identity can lose what makes it special. Are you well-known enough? Does your brand stand out? If not, expanding might just spread your weaknesses faster.
What We Can Learn from Mr. Bigg’s
Quality Over Speed – Expanding too fast without keeping up with quality can push customers away.
Build Before You Grow – Strong operations, good staffing, and a solid strategy should come before expansion.
Stay Ahead, Not Stagnant – The market will keep moving with or without you. If you’re not innovating, someone else will.
At the end of the day, growth is a strategy, not a race. The best businesses don’t expand just because they can, they do it because they’re ready. Take your time, make smart decisions, and when the time is right, go all in.
