- Logo from: http://www.albaik.com/
It is time to talk about another local business success story; and how can we talk about successful organizations without talking about Al-Baik.
It is next to impossible that you are living in Jeddah or ever visited it without being to Al-Baik. The local fast food chain has been around since 1974. After 35 years by now, the restaurant is mainly operating in Jeddah with minimum number of branches in Makkah, Madinah, Yanbu and Taif. Arguably, Al-Baik possesses the highest market share and customer loyalty amongst its competitors especially in Jeddah; noting that when I say competitors, I mean international multibillion brands like McDonald’s, KFC, Pizza Hut etc …
Let’s shed some lights on Al-Baik main success recipes :
- The Quality & Price: for those of you familiar with the debate surrounding Porter’s Generic strategies, Al-Baik is a living proof that you could follow a strategy that combines both differentiation and cost leadership. Although there are a lot of restaurants serving fried chicken, the quality and taste of Al-Baik are certainly unique and its prices are way below the average.
- The Trustworthy Brand: Al-Baik has a very strong brand equity whether we are measuring it by evaluating the restaurants’ products or by studying its brand impact on customers. Al-Baik brand communicates strong messages of quality, fast service, trust, affordability, convenience, and social responsibility. Its management has been very smart emphasizing these values into the brand using different methods of advertisements, public relations, or even by spreading stories about the brand. The entrepreneurial story of its founder and how he struggled to raise his community awareness about eating outside the home which was strange back then and how he has been working alone in the restaurant preparing the food, serving it, and then cleaning the small shop are all meant to build some kind of connection with its customers. Also, some suspense and mystery would not hurt either; the secret chicken formula that is only known by few individuals is one of the most preferred stories amongst such food and beverages organizations (didn’t you hear similar stories about Coca-Cola, Pepsi, and KFC?)
- Superb Customer Service: whether we are talking about fast service, servicescape design, or cleanness of the restaurants environment; Al-Baik is providing exemplary services in all of that. Even more, Al-Baik is one of the few restaurants that introduced items to the menu based solely on customers’ suggestions.
- Convenient Locations: Al-Baik marketers are masters in choosing locations for their restaurants; I have never seen a branch of Al-Baik without it being packed with customers. The huge expansions they carried out in Jeddah have been built on population distribution analysis. That is why wherever you live in Jeddah now; there must be Al-Baik branch within your easy reach.
- Social Responsibility: Al-Baik has always been known for its socially related campaigns. They have a regular presence in Hajj seasons providing free meals to pilgrims and they are periodically campaigning for environmentally related causes like banning smoking in their restaurants or preserving the city clean image. Furthermore, their active participation in the aftermath of Jeddah floods by providing free meals to those devastated by the catastrophe is one shiny example of how organizations could be interacting with its society.
Nevertheless, staying on the top is not an easy job. Al-Baik management has to deal with many issues to facilitate its growth. One of these important issues is on the mind of every fan who happen to live outside Jeddah; how much should they expand? Should they consider opening new branches in other cities at the Kingdom? What about being multinational or even global?
Moreover, how Al-Baik should respond to the growing concerns raised by healthy and organic foods advocates (it is selling fried chicken, right!!)? And most importantly, how its managers are going to maintain its competitive advantages and how are they going to nurture its sustainability strategy?
Finally, the free spirit statement; this is to confirm that I do not know, or have any relation with anyone working at Al-Baik management or restaurants, and this post has not been influenced by Al-Baik or any of its partners in any way …
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female symphony
December 12, 2009 at 5:05 pm
Well you forgot to mention Yanbu
Everyone is talking about Al-Baik and the secret recipe. Moms are keep trying to do better but they always fail. I noticed that aunties who come from Riyadh always miss Al-Baik than us(what a shame 
). Now you make starving 
Saad Al Dosari
December 12, 2009 at 5:14 pm
Hi Female Symphony … you are right; I dropped Yanbu … thank you for the reminder
And by the way, have ever you been on a flight from Jeddah to Riyadh and you could not help but notice how many passengers are carrying Al Baik with them!! It happens all the time
W
December 13, 2009 at 1:27 pm
Well Saad i havn’t not only seen it but have done it for ma cznz too….nd not just Riyadh..ma relatives nd frnds weneve come to Pakistan for holidays they always bring it too for the ppl who sadly can’t njoy the taste of ALbaik…….
I owuld say tht the taste afcourse isn’t same like the fresh ones but still its diff. nd yummy nd i guess more than that Al baik becuase of being cheap nd delicious has been in ppl’s life alot….so u always go back to those memeories that must have been celeberated around lots of box of albaik, garlick sauce nd humus
I wish all the very best to Al baik nd definatley i would suggest goo GLOBAL!!!
Saad Al Dosari
December 13, 2009 at 8:49 pm
Hello ‘W’ …
So Al-Baik is also known in Pakistan … this is really interesting
I’ve to say when you mentioned their infamous garlic sauce you just took me back to some wonderful times! The fact of the matter that after my marriage, my wife is following a very strict policy regarding garlic sauces … especially from Al-Baik
Glad to have you around and wish you will come back to this blog some other times!
Abu Rumaisa
December 17, 2009 at 2:53 pm
I am from Dammam & everytime I visit Makkah or Jeddah, I eat at Al-Baik.
Do you know why Al-Baik is not expanding to Riyadh & Dammam?
Like one of the previous commentor mentioned, AL-Baik is famous outside Saudi Arabia… not just the Gulf states or Middle East but as far as India & Pakistan. I m not sure about the popularity in Malaysia & Indonesia…
Al-Baik will give KFC a run for it money in these places if they can price their products right.
Saad Al Dosari
December 17, 2009 at 4:44 pm
Hi Abu Rumaisa …
I am not sure I can give a conclusive opinion about why Al-Baik is not expanding outside WR of Saudi Arabia. I agree with you that Al-Baik presence in any place, if its known standards are maintained, will introduce a serious competition to the whole known international brands.
Mohamed S.
December 20, 2009 at 7:21 am
I recall someone writing a funny article on how only 2 people know the secret recipe of KFC and that it has armed guards and everything:
“This is ridiculous! More people know the nuclear launch codes to America’s missiles than the KFC recipe!”
LOL It kinda works out the same way for Al Baik.
Saad Al Dosari
December 20, 2009 at 4:21 pm
Hi Mohamed …
These kinds of stories actually resonate with customers. The mystery and all is giving the brand a powerful image that it is exclusive, unique, original and hard to copy.
Bangali
December 27, 2009 at 12:34 pm
i love albaik and i wish it could taste like a fish of my country
nisarsullia
January 4, 2010 at 12:53 am
hai all baik management why not opening in riyadh area pls try again riydh capital of saudia pls open
Saad Al Dosari
January 6, 2010 at 6:51 am
This is ‘the one million’ question; why are they not opening in Riyadh?
M.N. Sayeed
January 18, 2010 at 5:35 am
Dear Sir:
I want to know the source of chickens AlBaik use for their tasty recipe. I want to know this information because some people say that AlBaik uses imported chickens. Could anyone enlighten me on the subject.
I really wonder why AlBaik does not expand their chain of restaurants beyond four cities, i.e. Jeddah, Mekkah, Medinah and Yanbu. If they open their branches in Riyadh and Dammam, it will be a great gift to the people of Riyadh and Dammam. Please do something to fulfill the wishes of the people of these two big cities of the Kingdom.
Thanks,
M.N.S.
Saad Al Dosari
January 20, 2010 at 9:00 pm
Hi Sayeed,
Actually I do not know where Al Baik are bringing their chicken from. I also heard that unconfirmed info that they are importing their chicken but I would guess that they are local.
About expanding their chain … isn’t that the one million dollar question
I believe the answer is only available with Al Baik executives.
Hope to see you around some more Sayeed …
Nadeem
March 3, 2010 at 8:29 am
Hello Boss, Just one question?
Why dont you give a franchise to me to open AL Baik in India on 50-50.waitng for your reply..Thanks
Nadeem
Saad Al Dosari
March 3, 2010 at 10:12 am
Hello Nadeem …
What an interesting idea; only if you are dealing with Al Baik management!!! I hope you are not mistaken me as one of them!!
Nadeem
March 3, 2010 at 10:30 am
Mr Dosari,
Thanks for the mail, but I am very serious about it. So whats your opinion or planning about to get a new ERA in India.
Regards
Nadeem
Javid
April 14, 2010 at 12:01 pm
when i came to haj 2005, i eat albaik fried chicken, no one can make this type of recipe, i hope to allah subhan-u-taala albaik make his recipe as is it when i come next time to haj, i invite to albaik in India,Mumbai.
Saad Al Dosari
April 16, 2010 at 1:09 am
Do not worry Javid … I believe that when you come the next time you will find it with the same taste or even better
The business model of Al Baik is based on quality and that’s something we should really appreciating them for.
shuyeb
April 27, 2010 at 5:16 pm
great taste secret formula, i hope he keeps it secret, but he needs to organize the service. the shop looks like a fish market.
Saad Al Dosari
April 27, 2010 at 11:51 pm
Hey Shuyeb …
I have to say this is the first time I hear a negative comment about Al Baik service; they are almost exemplary!
Mubeen Shahid
May 16, 2010 at 3:00 pm
Nice Article Saad. I Love reading your Blog!
Can anyone just tell me why Al-Baik does not come to Riyadh? What is the issue there?
Saad Al Dosari
May 21, 2010 at 3:28 pm
Hey Mubeen … that’s the one million dollar question!!
Geoff
May 21, 2010 at 5:51 am
Hi.
Just wanted to say that I lived in Jeddah from 1995 to 2002, and back in Australia now, my whole family misses Al Baik so much! – We wish there was a store here. In fact, if AlBaik decided to do franchises, I’d seriously consider doing that for Australia. There are many Saudi’s and others that visit here, especially on the Gold Coast for vacation or other cities for study – and a piece of home like AlBaik, I am sure, would be wonderful for them!! Australians would love it too.
regards
Saad Al Dosari
May 21, 2010 at 3:32 pm
Hello Geoff …
I really hope someone from Al Baik management would see this page, they have many business opportunities that they could take advantage of
And you know what, I believe that if they decided to go global, they will be successful, of course of they kept their quality standards!!
Ashah
August 2, 2010 at 6:50 am
Salaam Saad,
Oh yes, Al Baik. Having grown up in Saudi Arabia – my family can sit easily and reminisce on Al Baik. I know countless expatriates who still dream about Al Baik. I can tell you it would do wonderfully here in Canada – just the South Asian exodus that would drive hours to get to it would make it profitable.
Al Baik….
Al Baik….
Al Baik…
*drool*
Saad Al Dosari
August 2, 2010 at 12:15 pm
I really hope that someone from Al Baik will read this
datu tawakal
August 3, 2010 at 10:00 am
assalomo alaykum to everybody… ‘m very so curious about the taste of al baik, coz every body in the southern Philippines especially to those who visited saudi arabia talking about the juicy and unforgettable taste of the albaik, even my mother,brother a nd sister telling me the wonderful taste of al baik… i hope they expand their branches in the philippine….may allaah s.w.t bless us all…. ahlan wasahlan ramadhan al-mubarak.
Saad Al Dosari
August 4, 2010 at 2:11 pm
I like the ‘juicy and unforgettable taste’ part … this could be a remarkable tagline for Al Baik
Ahmed
August 5, 2010 at 5:08 pm
Hey Saad , i live in pakistan and i luv albaik….. whenever any of my relatives visit saudia … they bring albaik 4 us. i wish could enjoy albaik in makah. i just ate it in todayz lunch!!!
Saad Al Dosari
August 12, 2010 at 5:22 am
Join the fans Ahmed
Abid
October 8, 2010 at 7:38 pm
Hello Saad,
I am a former resident of Jeddah, Saudi Arabia. I have moved around since 2006 and every place I’ve been to, I’ve run into people who ahve either lived or knew someone who lived in Saudi Arabia. The first topic of conversation? Albaik. It seems Al-Baik has a global demand wherever you go whether its Canada, US or Europe. I heard a story from many different people regarding the expansion of Al-Baik. According to the story, a prince ( I won’t mention his name just in case I get sued for defamation) wanted to buy the franchise and Mr AbuGhazalah ( founder, his son is CEO now ) refused to sell it. In retaliation, the prince did not allow Mr AbuGhazalah to expand any further and only allows limited locations in Saudi. I don’t know if this story is true but I heard it from regional managers, line workers, all of whom work for Albaik. Anyways, I hope its not true ( in fact I am awaiting an official reply to my inquiry from their Head Office ). Al-Baik would do excellent in any part of the world ( especially if they move to Europe, big cities in the States and at least Toronto in Canada, and if they keep their products Halal when they move there). My friends who live in the UK take Al-Baik with them (they freeze dry it), unfortunately, the States has a much harsher policy on traveling with food so I can’t do the same. I can’t wait to go back to Jeddah and try it at least one more time.
Saad Al Dosari
October 9, 2010 at 10:55 pm
I am sure I am already repeating myself here, but I really hope someone form Al Baik is reading this!!
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the food techie
March 12, 2012 at 7:58 pm
Service in not good, a mess in take out counters.