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Earlier this year, we wrote about an iconic fried chicken shop from south London. But London isn’t the only place where chicken chains gain cult status – so today, we want to introduce you to one of the most loved F&B institutions of Saudi Arabia.
It’s called Al Baik. And its fried chicken is legendary.
When Al Baik launched in Dubai, people queued for hours to get a first taste. So what’s behind the brand’s success?
Anyone who grew up in south London can tell you a story about Morley’s fried chicken. And anyone who grew up in Jeddah can share a story about Al Baik; it’s been a part of local life since the 1970s, with its perfectly broasted product conjuring wistful nostalgia.
From 1974 to 2020, Al Baik was only available in the western province of the country. In 2018, it hit the top of the annual YouGov Brand Index rankings, and it’s been floating among the best brands in the country in those ratings for years now.
Its top secret spice blend is combined with a very particular cooking method, known as ‘broasting’, in which the chicken is fried in a pressure cooker to maximise flavour and tenderness.
Much like Morley’s, Al Baik’s success is largely down to its product: fried chicken that tastes really good, but that’s affordable for the majority of the population.
And beyond the food, the brand has a reputation for caring about its community. Its non-profit location in Mina, for example, serves 250,000 meals every day during the Hajj season. In 2018, reports suggested that since the brand’s inception, Al Baik has been donating one riyal from every sale to charity – and will continue to do so into the future.
Customers love the combination of an affordable meal they love that also contributes positively to their community.
Now, Al Baik has stores across Saudi Arabia and is expanding into other cities in the Middle East. But until 2020, it wasn’t uncommon for savvy entrepreneurs to do a ‘chicken run’ – driving the nine hours from Jeddah to Riyadh to bring back a van full of Al Baik food, to sell to eager customers in the country’s capital city.
Al Baik is a national treasure – and it’s loved by everyone. The red and white logo depicting a bird in a top hat has become a surprising symbol of Saudi Arabia’s diversity and diaspora; evoking childhood memories and an emotional connection with place, time, and food.
Don’t miss your chance to try Al Baik’s golden fried chicken. And then come back to this newsletter and head to the comment section to tell us how much you loved it.
Mark your calendars for our next newsletter on 19 July 2024. Is there anything specific you'd like to see covered? We'd love to hear from you! Click here to share your suggestions.
Until next week,
Aravind Kanniah,
Exhibition Director
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