marKET For 40 years ALBAIK, the most popular chicken and seafood quick-service restaurant chain in Saudi Arabia, has been serving customers its signature chicken and seafood meals and has become an icon of the highest quality food, fast and courteous service, sparkling clean restaurants and best value for customers.

Supporting its leading position in the Kingdom’s restaurant industry, ALBAIK is committed to participating in the communities and neighbourhoods it serves through implementing innovative social initiatives that are aimed at capacity building of youth as well as environmental protection awareness for society in general.

achiEvEmEnTSALBAIK’s greatest achievement is its ability to get customers to return time and time again. The ALBAIK team take great pride in making every visit to and AlBAIK store a memorable one.

ALBAIK’s sister company, AQUAT Food Industries, the producer of all ALBAIK’s food requirements, was awarded ISO 22,000:2005 certification for its food safety and quality in 2006, becoming the first company in the Kingdom of Saudi Arabia to receive this distinguished recognition.

hiSTory The original idea came from the founder, the late Shakour Abu Ghazalah, who opened the first ALBAIK restaurant, in 1974, in Jeddah, Saudi Arabia, to fulfill his dream of owning a successful restaurant business built on the pursuit of excellence.

This dream has been realised over a period of 40 years in which ALBAIK has become established as an iconic brand,

recognised by Saudis, expatriates, and pilgrims from across the world for the highest quality

food, fast and courteous service and sparkling clean restaurants, offering an unmatched value proposition. In1984,

ALBAIK’s famous eighteen secret herbs and spices recipe was developed. Meanwhile, and specifically in 1986, the restaurants’ image was upgraded,

packaging improved, operations and production systems developed and training the team became ALBAIK’s main priority.

Since its establishment, ALBAIK always listens to its customers and

takes all their suggestions to help develop all their new meals that remain on the menu until today: – • Spicy Chicken (1994), • Chicken Fillet Nuggets (1995),• Shrimp (1996), • Fish Fillets (1996), • Sandwiches (Chicken, Fish, and

Shrimp). By the 1990s ALBAIK had become a renowned homegrown brand that found a place in the heart of the community. Genuinely wanting to give back to the country and the people, ALBAIK launched the Young Scientist programme to encourage education in sciences. The Young Scientist programme became the launch pad that initiated a series of unique programmes and activities that ALBAIK would implement for the benefit of the community.

Today, ALBAIK has grown into one of the region’s most successful restaurant chains consisting of 52 restaurants in five cities as well as three seasonal restaurants in Mina

(Makkah), serving Hajjis for five days a year around the clock, one of which

has the largest daily food production and service capacity in the world.

ProducT With its vision of

putting Mmmm’s and Wooow’s on customers’

lips, every time, everywhere,

the world over,

ALBAIK enhanced and developed the menu to serve its customers the highest quality food at the best value and service.

From its inception ALBAIK has been committed to serving customers high quality food – being the first in 1974 to only use pure vegetable oil as its cooking medium, with its famous guarantee to its customers to serve them products that are made of 100% pure whole chicken and fish fillets, and by distancing from mincing any of its products. Menu products such as Chicken Fillet Nuggets are made of 100% pure fillet of chicken breast that any consumer can see, fully appreciate and trust.

As for ALBAIK’s signature meal – ALBAIK Bone-In Chicken, is marinated in a unique and tantalising blend of eighteen herbs and spices, breaded and pressure deep-fried in 100% pure vegetable oil, keeping in all the moist tenderness inside a crispy delicious golden crust with least oiliness, and served with ALBAIK’s world famous Garlic Sauce.

ALBAIK’s latest menu introduction is “Pineapple” - which serves both

as fruit and dessert. ALBAIK’s Pineapple

is one of the world’s sweetest, picked ripe and served ready to eat. Customers enjoy

it as a dessert, complementing all

ALBAIK meals.

rEcEnT dEvEloPmEnTS From its launch in 1974, ALBAIK has been deploying systems that cater to continuously improving the quality of services offered to customers, as part of its commitment to providing customers with quality food, fast and courteously and at the best value – a concept similar to that of ISO 22000:2005, an internationally applied system that has been designed to ensure continual improvement of effectiveness in the operation of Food Safety Management Systems, improving a company’s ability to satisfy its customers’ and requirements. As a result, ALBAIK has gained ISO 22000:2005 certification this year. The system is now applied across its 52 restaurants in the western-region of Saudi Arabia.

Another milestone was achieved when ALBAIK won the Makkah Award of Excellence for Environmental Excellence in the first quarter of 2013.

The patron of the Makkah Excellence Awards, HRH Prince Khaled Al-Faisal, presented ALBAIK with an award for the work done to improve

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the community and environment, which includes various categories including Consumer Health, Workplace Environment and Community and Environment.

PromoTion ALBAIK has next to zero expenditure on advertisements as they rely mainly on word-of-mouth advertising. They are also committed not to market to children.

As its commitment to the community, ALBAIK’s promotional efforts are channeled into its leadership in Corporate Social Responsibility, focusing on three main pillars - environmental awareness, community development, and youth’s skills development.

brand valuES ALBAIK has been built on hard work and dedication to the single objective of providing successive generations of loyal customers with high quality chicken and seafood meals, served fast and courteously, in a clean and inviting environment and at the best value for money.

All efforts made by the company, including the development of perfect recipes and

food production facilities, team training and development, formulating and deploying operational guidelines and protocols, putting Team Members on carefully developed career paths, implementing strict and diligent quality assurance levels, always listening to customers, and giving back to the community - is a commitment to all ALBAIK stakeholders, and a promise to always:-

Attend to each and every detail to provide customers with a clean, comfortable, safe and secure environment.

Look for every opportunity possible to delight their customers through caring, friendly, and attentive service.

Be zealous about serving customers with great tasting, safe, high quality food that they and their families can always trust.

Always strive to create better value for every riyal their customers spend.

Improve their systems, products and people continuously

through listening to their customers’ and team members’ needs and requests.

Keep the highest levels of integrity through maintaining honesty and observing the teachings of God [Allah] in everything they do.

www.albaik.com

Things you didn’t know aboutalbaiK

For 40 years ALBAIK, the most popular chicken and seafood quick-service restaurant chain in Saudi Arabia,

has been serving customers its signature chicken and seafood meals.

ALBAIK has grown into one of the region’s most successful restaurant chains consisting of 52 restaurants in five cities as well as three seasonal restaurants in Mina (Makkah).

ALBAIK has next to zero expenditure on advertisements as they rely mainly on word-of-mouth advertising.

ALBAIK won the Makkah Award of Excellence for Environmental Excellence in the first quarter of 2013.

ALBAIK has gained ISO 22000:2005 certification this year.

Superbrands - Saudi Arabia Vol 1 - Book.indb 9 28/05/2014 07:56