The brief
Transform a regional network, not a single restaurant
Olayan opened its first Burger King in Riyadh in 1992. Today its food division runs more than 330 Burger King restaurants, within a portfolio of more than 400 across the region.
Markets as different as Saudi Arabia, Egypt and Morocco needed a cohesive regional strategy, stronger commercial and operational performance, and the systems to compete as more and more orders moved to apps and delivery.
What we did
Strategy, systems and the guest experience
The transformation programme worked across the whole network, from the boardroom to the counter.
Regional strategy
One cohesive strategy across diverse markets, with clear priorities for commercial and operational performance.
Ordering and delivery
Stronger digital channels for the way guests now order, from app ordering and delivery to new ordering technology in the restaurants.
Customer engagement
New ways to engage guests, and the data to understand them and give them reasons to return.
Data-led decisions
Better use of data across the network, so decisions on menus, operations and investment rested on evidence.
AI and new technology
New systems across the restaurants, and artificial intelligence explored for team training, operational support and the in-store experience.
Formats for families
New restaurant formats and family-focused environments, including children’s play areas, to make Burger King a destination for families.
The result
A consistent brand across diverse markets
Together, these initiatives supported a more consistent, efficient and engaging guest experience, and positioned the brand for continued growth across the region.
Transformation at this scale is as much about people and process as technology. The tools only work when the teams using them are trained, supported and measured on the right things, which is the approach we bring to every technology and digitalisation project.
1992
First Burger King opened by Olayan in Riyadh
330+
Burger King restaurants in the network
6
Countries: Saudi Arabia, the UAE, Oman, Egypt, Morocco and Iraq
