A Saudi chicken-nugget chain is having a breakout moment at the world’s fair in Dubai, prompting speculation that it might one day challenge behemoths like KFC and McDonald’s.
And why not? The world could always use more fried fowl, and in more flavours. But Al Baik and the Abu Ghazalah family that owns it should heed the example of the last non-American fast-food chain to bid for international status.
In the mid-1990s, Jollibee had already bested McDonald’s in the Philippines, begun to branch out across Asia and the Middle East – and was plotting to make landfall in America. The expansion ultimately happened more slowly than anticipated, as Jollibee realised it needed a different business formula to become a truly global player. Al Baik might, too.
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