Vast changes from fast food

Middle East Fast Food

The Middle Eastern fast food industry has enjoyed rapid growth in recent years and serves as a perfect indicator as to how lifestyles in the region have changed. Western influences have led to a greater desire among the Middle East people for immediate gratification, altering the way they live their lives.

Greater exposure to the outside world, via things like the internet has led to drastic changes in attitude, most notably in women. More women are now working, resulting in less time to cook at home but more disposable income. Fast food restaurants provide free home delivery and are extremely popular with children, and their appeal is no different in the Middle East, so it is of no surprise that the industries popularity is continuing to grow.

Restaurant chains such as Saudi fast food company Herfy, one of the largest in the Middle East, have enjoyed great business as a result of the change in attitudes, surpassing major international corporations in terms of local size. It has a total of more than 100 restaurants and 2,000 employees throughout Saudi Arabia. It also has many subsidiaries including Herfy Bakery and a soon to be built meat processing plant.

However, if you explore the situation a little further you can see how the success achieved by companies like Herfy could be under threat. Those big name brands from foreign lands that contributed to the cultural changes that have allowed Middle Eastern fast food chains to benefit, could return to take this success right out of their hands.

Al Baik is a chain of fast food restaurants in Saudi Arabia that primarily sells broasted chicken and shrimp with a variety of sauces, and is less expensive than many of its international competitors. The chain has 24 branches in Jeddah, along with five in Mecca, one in Medina and one in Yanbu. However, the company is banned from expanding outside these cities, which conflicts directly with consumer demands that are putting pressure on the popular chain to expand to international locations.

Whereas, for now, Al Baik is proving more popular than the invading foreign brands such as KFC and Church's Chicken, these chains have the financial clout and free reign of the international market to make sure they succeed wherever they set up shop. The free market has allowed companies from all over the globe to enter the Middle East markets, such as Saudi Arabia, and take advantage of rapidly changing lifestyles. But, a popular Saudi restaurant is prohibited from doing the same elsewhere.

There is a danger that such business policies could hinder the overall development of the Middle East's economy in an ever increasing global market.

The accompanying infographic illustrates which international fast food brands are putting the most pressure on Al Baik.

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