Al Ula is considered a meeting point between the civilizations of the ancient near east, and the ancient trade. Today, the city acquires a new civilizational and cultural dimension, which keeps pace with the developments in the Kingdom of Saudi Arabia, through the investment plan for the city of Al Ula, launched by the Saudi Ministry of Foreign Affairs. This ancient city has turned into a cultural, heritage, and tourism destination, and it embraces a series of promising projects that mix between the legacy of the past and the modernity of the present. “Olayan Food Services Co.”, the exclusive agent for the international brand Burger King in the Middle East, has opened its first branch in Al Ula, in the middle of the Saudi desert, which is distinguished by its presence in the junction of the famous archaeological areas that have been included by UNESCO in the World Heritage List.
The opening of the new Burger King branch is the only one of its kind within the American fast-food restaurants’ sector, to serve the demand of citizens and visitors in Al Ula. It offers a unique combination of its kind, through the menu of burgers and grilled Whoppers, in harmony with the outdoors’ grilling habits that Saudi people are famous for; to offer its customers an immersive experience that mixes the flavor and taste of the famous Saudi grilled food with the American burger in a distinctive atmosphere being at the heart of the Al Ula desert.
The Burger King chain of restaurants is considered one of the oldest American chains in the Kingdom of Saudi Arabia. The first branch was opened in the city of Riyadh in 1992, to expand later and spread its branches in most Saudi regions, reaching today for the oldest, most modern, and distinguished city of Al Ula. The new Burger King branch in Al Ula is preparing to serve visitors and tourists during the festival “Winter at Tantora”, which has become an annual global event that attracts tourists from all over the world to enjoy a rich program of activities, events, and special offers.
"The opening of the first Burger King branch in Al Ula is part of our expanding strategy to spread within the Kingdom wherever visitors and citizens are located. As we are contributing to the Kingdom's vision 2030, and the development plans taking place in Al Ula, the most ancient cities in Saudi, we are offering all consumers our products that are in harmony with the Saudi taste and barbecue and grilling habits that characterize our desert trips. We are happy to present to the visitors of Al Ula their favorite meals from the Burger King in a charming heritage and civilization atmosphere, through an unparalleled atmosphere that reflects the history, heritage, and traditions of Al Ula while preserving the aspect of international taste and prompt service”, said Khalid bin Mohammed Al-Ghamdi, Vice President of Olayan Food Services Co.; the franchise’s sponsor of the Burger King restaurant chain in the Middle East.
“We are very pleased, enthusiastic and ready to receive the various groups of Saudi people and visitors to the Kingdom in the city of Al Ula, which has become a destination for tourists and visitors from all over the world. Our target customers have become visitors to the region, just as Burger King in the Kingdom is keen to give the youth category special attention through its marketing strategy, various communication methods by providing distinctive content on social networking sites that simulates the life of Saudi youth. On another note, Burger King gained different international awards for its communication strategy”, Al Ghamdi concluded.