Abstract
ALBAIK is one of the leading fast-food brands that has been known for its high-quality food offered at affordable prices in a courtesy and inviting environment. The story of ALBAIK restaurant started in 1974 in the city of Jeddah in Saudi Arabia, and recently, it has been able to achieve international expansion in other countries, including the United Arab Emirates (UAE) and Bahrain. This case study presents about the success story of ALBAIK restaurant in relation to its expansion in the UAE. Specifically, it focuses on the entry mode used by ALBAIK as well as the benefits from expansion to UAE market. Also, comprehensive analysis about the political, economic, cultural, technological and legal environment of UAE, which would have significant implications on doing business in the country are presented. Finally, the case study aims to enrich our understanding about the fast-food industry in UAE as well as the contributions of ALBAIK to CSR, which have enabled it to position itself as a market leader in the industry.
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