Purpose Business intelligence (BI) is a strategic approach that can use analytical tools to collect and integrate information, apply business rules and ensure the appropriate visible output of organizational information. This study aims to present the design and implementation of BI in areas of business process improvement for production, distribution and customer services. Design/methodology/approach This study highlights the process of BI in the production, distribution and customer services based on the National Food Products Company (NFPC) in the United Arab Emirates (UAE). This study discusses the step-by-step development process of BI and refers to graphical illustrations of the business needs and the organization's target key performance indicators (KPI). Findings Based on the business needs and chosen KPIs to maximize production and improve distribution and customer services the BI tool shows that the “star scheme” is the most appropriate one. Relational Online Analytical Processing (ROLAP) based on Mondrian system is employed as Online Analytical Processing (OLAP) architecture since the NFPC's technological infrastructure was better adapted to this vision. The analysis starts with data retrieval from two databases' customer' and production and distribution databases. Finally, visualization and reporting processes that respect the end-users improve the NFPC's decisions. Practical implications The study will help other organizations, BI developers, data warehouses (DW) developers and administrators, project managers as well as academic researchers understand how to develop a successful BI framework and implement BI based on business needs. Originality/value This is a unique and original study on the BI experience from a UAE-based organization and will encourage other organizations to apply BI in their business process.