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 …
Well you forgot to mention Yanbu :PEveryone 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 :D). Now you make starving 😀
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 🙂
I used to take Al Baik from Jeddah to UK… its so sad when you take the last bite
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!!!
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!
marjao
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.
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.
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. 🙂
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.
i love albaik and i wish it could taste like a fish of my country 😦
Hi Bangali, They used to have Jumbo Prawns on the menu as well, don’t they now?
hai all baik management why not opening in riyadh area pls try again riydh capital of saudia pls open
This is ‘the one million’ question; why are they not opening in Riyadh?
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.
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 …
From Brazil
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
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!!
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
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.
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.
great taste secret formula, i hope he keeps it secret, but he needs to organize the service. the shop looks like a fish market.
Hey Shuyeb …
I have to say this is the first time I hear a negative comment about Al Baik service; they are almost exemplary!
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?
Hey Mubeen … that’s the one million dollar question!!
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
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!!
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*
I really hope that someone from Al Baik will read this 🙂
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.
I like the ‘juicy and unforgettable taste’ part … this could be a remarkable tagline for Al Baik 🙂
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!!!
Join the fans Ahmed 🙂
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.
I am sure I am already repeating myself here, but I really hope someone form Al Baik is reading this!!
hiiiiiiii last year i went there for umra and a friend introduce me albaik.and this year we went there for hajj.will u believe for ten days we were in madina and we totally eat albaik spicy chicken and spicy fish and we dont fed up eating it every day.i would love to have it in pakistan.in makka it is away from harram but we usually went there.
Hi Saad,
Dear you remind me my unforgettable days in Saudia. I am from Karachi, Pakistan. Last year when I went to Umrah, I tried Al baik. No doubt, the food quality and taste is excellent and due to their excellent service they easily beat KFC, McDonalds and other competitors. I wish Al baik would plan to setup their branch in Pakistan as well
Regards,
Khurram Shamim Siddiqui.
plxx post d authentic recipe of albaik chkn
as salamalakum 🙂 i am liveing yanbu, i love al baik broust. i well eat every friday. i went for umra in makkah i eat al baik spice it super then yanbu i love it… ok plz send d recipe of albaik broust video how to make it ok bye…
hello
I just wanted to kow if you can send me the recipe of al baike
I had lived in saudi arabia for years
i am very excited to know the recipe of al baike
i will be very grateful to you
thanks
hi there!
i was born and brought up in jeddah with Al-baik just a minutes walk from my house….
its been seven years since me coming to india..
and i left eating my dinner a mnth back coz i cannot handle being apart from al baik…i have become al-baik sick..
if only i was as rich as bill gates, i would have had al-baik couriered to me at least 3 times a week..every week!
but why will al-baik people care about one person loosing appetite and not eating food? there are millions out there who want to have al-baik in their country,, in their city… maybe billions!!!
and Thankyou Saad brother… for posting such a wonderful article…. it let me knew that i am not the only person who is missing al-baik the most…….
Well, the article is truly the freshest on this laudable topic. I concur inside your conclusions and will thirstily seem forward to your future updates.
respected albaik
love you i wana make frunchise in pakistan what’s posibilities for me.
i m trying to open broasted chicken in india, by using ur brand name al baik. or ffc farooq fried chicken its my father name. and i promise i will do it inshaallah.
Where we can get broasted machine in India as I am planning to open broasted chicken
I have been looking for information about this matter in many different web-sites regarding this topic thank god I discovered your blog! Thanks a lot for helping me find the correct answers to my questions in your wonderful web-site! I’ll try to keep reading your content! Thank you so much!
Good web page. It would be great if you’re able to give more information about this. Thank you.
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just by reading your blog i started to feel the taste and smell of al-baik spicy chicken plus coleslaw plus frech fries plus extra bread!!!.. i’ve been missing albaik for almost 2 years now.. sad to say i am now working in eastern region and i missed the times we eat in al-baik yanbu for at least twice a week. i should travel to jeddah if given the chance while still here in saudi arabia or else it will be very much costly in the future just to travel in this country and taste this wonderful creation…
As-Salamu-Alaykum Saad.
My name is Syed Mujtaba and i represent Xplor Enterprises (Pvt) Ltd in Islamabad, Pakistan.We are currently the developers of a Safa Gold Mall Islamabad, Pakistan.Our client is Safa Golden co (pvt) ltd , who have a gold mining/manufacturing business and license in Saudi Arabia.We are sincerely Interested In Inviting the original AlBaik into Pakistan. We are all Huge admirers of the brand and sincerely willing to cooperate by any means necessary to have the opportunity to introduce AlBaik to the citizens of Pakistan. I am personally trying my best to contact the company and put out a humble request.We would love to have the opportunity to be a part of the ALBaik team here in Islamabad Pakistan.
أسلام عليكم ورحمةالله و بركاته 🙂 I’m south african, and we just looooove al baik!whoever I knows must have when they go. But I’ve never brought for anyone lol. I’d like to know the recipe though. I wonder if they inject the sauce into the chicken? Anyways, if anyone gets the recipe from experimenting, let me know 🙂 أسلام عليكم ورحمةالله و بركاته
أسلام عليكم ورحمةالله و بركاته Noor fatima, from jeddah to india?! What a big move!!! I’m also indian, 3rd generation born in south africa. Too used to the lifestyle here, but lots of crime. I really would like to visit india one day, but I wonder if I’ll manage to live there. How do you find it? 🙂
By the way, there is a fake al baik take out in SA, obviously, nothing like the original hehe 🙂
Al Baik is awesome in many ways.
Best chicken I’ve ever tasted(I live in Jeddah and in loving it cause od baik). Yes I feel sad for the chickens but I bet theyre proud to become so tasty!
Oh I can not forget the taste of Al Baik and still remember after these six years I left from Jeddah, K.S.A
Al Baik …….da only yummiest dish ever
n how I miss it!!!!
hey any one please send me albaik
Can I buy a Al-baik franchisee in india
Take out counters in al baik is a mess… Always crowded, management don’t know how to imorove the queue system. But yes the food is great
Dear All,
Al baik has now opened in dammam…al kabari mall, king fahd rd..here the meals come from jeddah every 3 hrs…
@Husna.. is it true ? should i plan weekend meal actually it is far away from my house but i need confirmation that i will get the al baik..
does anybody know what machine AL BAIK IS using for broast
!!!!
Although, I am sure that many people would have raised the idea of having Al Baik expand elsewhere in the Middle East – like Dubai. Its gonna be a SURE HIT here !
It’s difficult to find educated people for this subject, but you seem like you know what you’re
talking about! Thanks
Hi friends, its fantastic piece of writing about educationand completely explained,
keep it up all the time.
This unique article, “Al Baik; The Secret Recipes | An Eye on Saudi Blog” pulaskifurniture
ended up being amazing. I’m making out a replicate to demonstrate to my friends.
I appreciate it-Marla
I HAVE TESTED OF ALBAIK IT WAS VERY TESTY AND GOOD FOR HELTH.
Hi,Faruk It’s gud but it’s not gud for health for ur kind information.
Albaik it is very good testy, fried chicken. thanks to albaik company for provide good cheap foods during HAJ.to all over world peoples.
It’s not provided 2 all over world peoples in HAJJ it’s just been provided to the “hajiz” which r doing HAJJ poor people.
can its come to India.
Wow….with so much good reviews, which I know are genuine as I have livdd in Jeddah. ?.I really wish to get one franchise asp..hope my dream comes true.
Khatija
I was in Jeddah abt 20 yrs. albaik very familiar in my family. especially my kids ,they like Albaik verymuch.now we are living in indonesia but we still often to Jeddah , we never forget bring Albaik when returning to my country.
Hello guys, the secret of albaik is not related to specific ingredients stuff, its actually all about oil which they fry there product. The use to add little liquid in there oil and thats all and this secret liquid is from Holland. Thank you very much for reading. bye
First and foremost, the one who writes this blog knows exactly the reason why its not expanding, like he have mentioned many times that its the one million dollar question. Well here is my wild guess why they are not expanding and just keeping it in one region. Its because they want to maintain it as a family business and not turn it into a corporation. Its that simple if you know what i mean. Why expand and hand it over to the one who has the most share if you can run it yourself. The owner of this business is wise and contented to operate in this region only because here alone in Jeddah, he is already making a profit out of it that’s why. And besides a lot of people are coming to Makkah that the brand itself is already renowned nationwide. It gives people living in Riyadh, Dammam, Qassim, Hail etc. something to look forward to when they visit Makkah region.
Also, the secret of Al Baik is not on the Chicken itself. Sure they have their own ingredients and recipe but its the garlic sauce that makes it special. Without it, its just like another broast chicken from a kabsa resto except for the spicy one coz kabsa resto don’t have spicy chicken from the inside. All they have are hot sauce from the bottle or fresh green chili. And if in case Al Baik management happens to see this post, I am also looking forward on opening a franchise back in my home country if possible.
Good memories 🙂 Good times , being a kid you get this wonderful box and it has this wonderful aroma , you want to tear up the box to get to the chicken.
Back when I ate the garlic sauce packaging was differeent it was not in sealed units.
However , once you dipped that chicken in that garlic dip and put it in your mouth , every thing became so much better.
Drinking it down with a cold Pepsi Drink
Suprised that after all these years , they have not gone out side of Jeddah or Makkah region I at it 20 years ago and I still recall the taste.
I recalled that at one time , KFC decided to take on Al Baik and opened a store next to it , in Jeddah , and it was really a funny sight to see it crash and burn as it would always be “empty” vs the store next door that had 100-200 customers waiting for their box
Getting the nice bread bum was always a great add on bonus.
Excellent meal once a week basis if you are older , and Twice a week if you are younger generation
just came back from jeddeh and eating albaik in riyadh
hello. i am from mauritius. i want to buy the al baik broasted chicken. but i want only the powder box please. anyone can tell me where and how to order this. thanks
Al baik quality is deteriorating
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The Al Baik Food System is one of the well-known food chain service provider of India. While having Al Baik Franchise , you will get full support by the head office. They will not only guide you, but they also help you to set up the franchise at your desired location. Al Baik has an extended menu containing several chicken based dishes, and also here you will have some veg dishes and soft drinks. Contact Us: 8960970000