AlBaik, a renowned Saudi fast food chain based in Jeddah, is famous for its broasted and fried chicken, seasoned with a secret blend of spices that gives it a distinct and delicious flavor. Before expanding to Riyadh in 2017, people would travel nine hours from Jeddah to the capital, Riyadh, to sell AlBaik chicken at a premium, highlighting its immense popularity.
Its iconic red-and-yellow logo, featuring a chicken in a top hat, symbolizes business success and a loyal following. If you’re planning a trip to Saudi Arabia, don’t miss out on experiencing AlBaik—it’s a must-try for anyone visiting the country!
Top Ranking in Loyalty
In the 2020 YouGov BrandIndex Customer Loyalty ranking in Saudi Arabia, AlBaik ranked among the top three brands.
Let us explore the various factors that contributed to its extraordinary popularity and made it a favorite among diners:
The Best Fried Chicken in Saudi Arabia
Known for its fantastic blend of flavors, AlBaik has become the top choice for fried chicken. With over 120 locations, including more than 40 branches in Jeddah, it has gained widespread popularity, especially in Saudi Arabia’s western region.
A National Institution
AlBaik is a symbol of success in the local restaurant industry and holds a special place in the hearts of Saudis. Ask anyone who grew up in Jeddah from the 1970s to 1990s, and they’ll likely share a cherished ‘AlBaik’ story.
Expansion and Recognition
Until 2020, AlBaik was available only in western Saudi Arabia, mainly Jeddah, Mecca, and Medina. Last year, the brand ranked third on YouGov’s Best Brands in Saudi Arabia, and it continues to grow globally.
Founding and Innovation
AlBaik was founded by Shakour AbuGhazalah in Jeddah, with an exclusive agreement for a secret deep-fried chicken spice blend and equipment. The blend remains undisclosed, and the chicken is believed to be cooked using the “broasting” method.
Arab World Fast Food
Al Baik is a big name in the Arab world, showing that fast food isn’t just about American brands like KFC or Sonic Drive-In. While KFC is famous for its fried chicken and Sonic Drive-In is known for its drive-in experience, diverse menu of foods, and wide range of drinks, Al Baik sets itself apart with its unique flavors and strong cultural ties, earning a special place in people’s hearts.
Cultural Experience
For many, visiting AlBaik is a family tradition, though access policies may vary by location. The restaurant’s ambiance and delicious food make it a cultural must-visit. Once, my friends and I went to AlBaik, and it was a great experience, filled with laughter and good food—just like every visit with family or friends! The excitement of enjoying the iconic broasted chicken together made it even more special. It’s one of those places where good food and good company create unforgettable memories
High Demand
AlBaik’s popularity is so intense that, in 2015, a restaurant in central Saudi Arabia was temporarily closed to prevent a stampede. This level of demand is a testament to the brand’s unique appeal.
Backstory Matters
A compelling backstory often enhances a brand’s charm. Like Flamin’ Hot Cheetos and Jollibee, AlBaik’s rise resonates with customers, making it more relatable and iconic.
Serving Pilgrims
Flagship stores operated near the Holy Mosque in Makkah, and a non-profit outlet served pilgrims at the Mina site during Hajj.
Affordable Meals
A meal of four large chicken pieces with a bun and fries cost 10 Saudi riyals (Dh9), making it budget-friendly.
Ethical Concerns in Chicken Farming
The fast food industry faces criticism for factory farming practices, where chickens are raised in confined spaces and fattened quickly with grain-based diets. Animal rights activists and organizations like World Animal Protection are pushing for more ethical treatment of animals. In 2018, Saudi Arabia banned chicken imports from certain Brazilian farms due to feed production issues.
What is Broasting?
Broasting is a cooking method that uses a pressure fryer to cook chicken quickly by both frying and pressure cooking it. This makes the chicken crispy on the outside and juicy on the inside. It’s a faster way to fry chicken while keeping it tender.
Popularity Beyond Saudi Arabia
The long lines outside AlBaik stores, including in the UAE, Bahrain, and other locations, show how beloved the brand is beyond Saudi Arabia. From its first store in Jeddah in 1974, followed by branches in Mecca, Medina, and other cities, to its latest branch in Dubai, the broasted chicken remains a favorite wherever it goes.
AlBaik meals became so popular that travelers carried them in bags, they were sold online in Indonesia, and similar brands appeared in India, Egypt, and South Africa. The brand also evokes nostalgia for expatriates who grew up with it in Saudi Arabia.
Key factors behind Al Baik’s success:
Communication Channels
- Local branches of Al Baik
- Al Baik Express locations in shopping malls
- Social media platforms
- Direct marketing strategies
Value Proposition
- Al Baik provides high-quality chicken dishes at affordable prices, delivering great value to customers.
- Fast service and convenience with a strong brand identity.
Essential Resources
- Strong brand identity of Al Baik
- Supplies and manufacturing equipment
- Skilled workforce
- Strategic business partnerships
Strategic Partnerships
- Non-profit organizations
- Delivery service apps
- IT companies that manage operations
- Aquat Food Industries
- Key suppliers and distributors
- Pepsi
Key Success Factors
- Consistent quality of chicken
- Exceptional customer service
- Excellent value for money
- Continuous focus on improvement in these areas to ensure sustained success
Customer Benefits
- Specialty menu offering unique flavors
- Brand recognition and loyalty
- Convenient and fast service
- Affordable pricing
How to Order at AlBaik?
- Enter the Restaurant: Go inside and stand in line or use a self-order kiosk if available.
- Check the Menu: Look at the menu with options like broasted chicken, meals with fries, and sides.
- Place Your Order: Tell the cashier what you want, like chicken pieces, combos, or sides.
- Customize: Ask for any changes (extra sauce, no sauce, etc.) if needed.
- Pay: Pay using cash, card, or mobile payment.
- Wait for Your Food: Wait for your order to be prepared, or listen for your number.
- Pick Up Your Food: Once your order is ready, pick it up at the counter or window if in a drive-thru.
How to download the Albaik App?
To download the AlBaik app:
- For Android:
- Go to the Google Play Store.
- Search for “AlBaik” or click here.
- Tap Install.
- For iPhone:
- Go to the App Store.
- Search for “AlBaik.”
- Tap Get.
Once downloaded, you can start ordering!
FAQs
What does AlBaik serve?
They serve fried chicken, sandwiches, sites like fries, and garlic bread.
Can I order AlBaik online?
Yes, you can order online for delivery or pickup through the AlBaik app.
Is AlBaik halal?
Yes, all food is halal.
Are there vegetarian options?
AlBaik has limited vegetarian options, like fries and coleslaw.
What are the hours?
Hours vary, but many locations are open late or 24/7.
Are there discounts or loyalty programs?
AlBaik offers occasional promotions, but no loyalty program.
Conclusion
AlBaik has become a beloved fast food brand in Saudi Arabia and beyond, known for its affordable, high-quality chicken. With its unique flavors, cultural significance, and commitment to charity, it has earned a loyal following. AlBaik remains a symbol of local pride, offering a memorable dining experience that continues to resonate with people, both in Saudi Arabia and globally.
