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Americana is a consumer driven company, which has consistently demonstrated its ability to expand market share and profitability in the face of declining industry volume and increasing legislative and social challenges to all facts of the industry. Americana always tries to understand and satisfy the needs of the consumer, constantly engaged in the process of identifying opportunities and exploring points competitive advantage to protect the business of today and develop the enterprise of tomorrow and always one step ahead of the competition.
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At Americana we have a keen understanding of the market place. This has helped to keep us one step ahead of others, to meet market demands. We are ever ready to provide consumers with something new to satisfy their growing appetites for novelty. This led,in 1973, to the introduction of KFC- the world's largest chicken chain - to Kuwait. Success was instant. A chain of over eighty outlets have made Kentucky Fried Chicken the number one fast food chain in the Middle East.
Americana's, fastest growing burger chain came to Kuwait in 1980 with the compliments of Americana and quickly established itself. Within a short period, about thirty outlets opened in major cities throughout the region. Today, with Americana's support , Hardee's is the undisputed leader of all the fast -food hamburger restaurants in the area.
Americana has always explored new business opportunities in the fast-food market. In 1972, together with the introduction of international franchises in the region, the company launched its own creation. Chicken Tikka, It is a unique combination of spicy oriental charcoal -grilled chicken dishes and fast-food takeaway convenience. Experience, research and astute management paid rich dividends in establishing Chicken Tikka. That there are nearly twenty of these unique restaurants in the region speaks loudly for itself.
Although dessert normally comes last, Americana made it yet another first with the opening of Baskin Robbins, "31derful" ice-cream flavor in Kuwait in 1986 and achieving its leadership position in the short time.
With the opening of Beefy in Egypt 1981, Americana scored another first by operating the only canned meat plant in the area with a production capacity of approximately 4,000 tons per annum. It was the first time high quality locally-canned meat had been produced at a competitive price |
It is with great sense of pride and satisfaction that Americana began production of Gulfa Mineral Water in 1977. It was the first pure drinking water to be tapped from the well-known natural springs at Masfut in Ajman UAE. Using Evian technology, Gulfa Mineral Water meets the international standard of purity and freshness and soon became a leading brand in the Arab World. Its present production capacity is 3.5 million cartons per annum.
Farm Frites was set up in 1990 as a Kuwaiti /Dutch/ Egyptian joint venture. It combines the world-renowned quality of Egyptian potatoes, Dutch state-of-the-art production technology and the dynamic management of Americana, to produce yet another winning product. The annual capacity of the plant is 20,000 metric tons, to meet the needs of the entire Middle East. Now exporting to all the GCC countries, as well as other markets in the Middle East.
By introducing Cadbury -- the world famous chocolate brand - to Egypt in 1991, Americana continued to lead the marker in the field of chocolate confectionery. With a production capacity of 6,000 tons per annum, Cadbury offers the Arab World its unique chocolate taste and unbeatable quality.
Another leader in its market is California Garden. A joint venture set up in the United Arab Emirates in 1992 with California Garden USA, for production and marketing of canned food products in the Arab world. California Garden has an annual production capacity of 2 million cartons.
In 1992, Americana brought the world's number one tomato ketchup, to the dinning tables in Egypt, by setting up the Heinz plant. The plant has a production capacity of approximately 7,000 tons per annum. Soon the brand established catagory leadership in Egypt. It is also being exported to GCC countries and exploits export opportunities in other markets of the Middle East. |
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