EFFECT OF SALES PROMOTION ON THE PERFORMANCE OF FAST FOOD BUSINESS IN NIGERIA (CASE STUDY OF CHICKEN REPUBLIC, ADO EKITI, EKITI STATE)

This research conducted was to examine the effects of sales promotion on the performance of fast food businesses in Nigeria. The objectives in achieving the topic are; to impact of sales promotions on customer patronage in the fast food industry; to analyze the relationship between sales promotions and sales volume in Nigerian fast food businesses and to evaluate the influence of sales promotions on brand loyalty among fast food consumers. The study used descriptive crosssectional research design. The population of staff and management of Chicken Republic, Ado Ekiti. Sample for the study therefore was 60 staff and management of Chicken Republic, Ado Ekiti. The primary data was collected through the use of a structured questionnaire and was analysed through descriptive and inferential statistics. The study revealed that the significance of sales promotions in influencing customer behavior and business performance, Sales promotions have a significant impact on customer visits, sales volume, and brand loyalty, and lastly, it revealed that sales promotions are an essential strategy for fast food businesses in Nigeria, driving both customer engagement and financial performance. It was recommended that, given the positive impact of sales promotions on customer patronage and sales volume, Chicken Republic should consider increasing the frequency of these promotions to maintain customer interest and drive consistent sales growth. sales promotions are effective at attracting new customers, they should also focus on retaining existing customers. Offering loyalty rewards or exclusive deals to repeat customers during promotions can help build stronger customer loyalty. To appeal to a broader audience, Chicken Republic could diversify its promotional strategies by offering a mix of discounts, bundle deals, and limited-time offers.