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How brands can win in Saudi Arabia

Global brands need to immerse themselves in local values, says Pizza Hut’s Beverley D’Cruz

Image Credit: Pizza Hut
Last summer I visited Riyadh for the first time in a long time and I would be remiss to deny that I felt a certain anxiousness. My last trip to the Kingdom had been 10 years ago and I was told the country had changed. How does a country make so much change in a short 10 years?
It’s the desire to have its economy grow at the same rate or faster than the neighbouring countries across its borders. Here are some trends that spring out for me:
Women’s rights: Saudi Arabia has had a complex history when it comes to women’s rights. Women were not allowed to drive, work, be freely educated or travel a


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