After years of anticipation, one of Saudi Arabia’s most beloved fast-food chains, AlBaik, is finally making its way to Pakistan. A memorandum of understanding (MoU) was recently signed between AlBaik and Gas & Oil Pakistan Limited (GO) to bring the famous fried chicken to Pakistani shores.
The signing ceremony, which is part of a broader series of agreements between Pakistani and Saudi businesses, totaling over $2 billion in investments, took place in Islamabad. The food chain was launched exactly 50 years ago in Jeddah, and is ever since famous for its broasted chicken. Long lines of loyal customers could be seen at its 120 plus branches across Saudi Arabia, Bahrain, and other regions.
AlBaik’s arrival in Pakistan will tap into a market of eager consumers, especially those who have already experienced the brand while visiting Saudi Arabia for pilgrimages or business. But the real question is whether the food chain will be able to compete in Pakistani market and attract customers.
The taste of AlBaik has been a cherished highlight of Pakistanis’ trips to the kingdom, so it has a good chance of winning over the locals’ taste buds. Its signature broasted chicken aligns well with local preferences for flavorful food, so its unique spice mix is likely to hit the right notes.
The brand’s existing fan base in Pakistan will create demand from day one, but like many other food chains, it might have to tweak its menu a little bit to cater to more regional tastes, especially for people who haven’t tried AlBaik before.
Challenges
Introduction of something new, especially side dishes, would not be such a bad idea. Since the Pakistani fast-food market is highly competitive, and consumer tastes are evolving, AlBaik has a good chance of attracting customers due to its ability to adapt and localize its menu. At the same time, they would have to ensure that they maintain their core identity.
Otherwise, its long-term survival would be difficult. Operational scalability could be another major challenge. Fast-food brands have often struggled with this due to infrastructure and logistical barriers. For this, AlBaik would need to establish a reliable supply chain to ensure product quality across all locations.
Securing buildings in prime locations for setting up restaurants will also not be easy, considering that many of ‘hot spots’ have already been occupied by competitors. But most importantly, the factor that could make or break its relationship with customers is pricing. Here in Pakistan, consumers are price-sensitive, so AlBaik would need to balance offering premium quality while remaining affordable to attract a wider customer base.
For Pakistan, welcoming AlBaik is more than just a business deal; it’s a cultural bridge. Its signature recipe, which serves chicken in a unique way with a special combination of spices, is expected to excite foodies across the country. As of now, the final launch date of AlBaik in Pakistan has not been confiemed, but the agreement is an important first step. Customers are eagerly awaiting when and where the first restaurant will open.