Brand guidelines for Chicken Tikka - Americana Group

1. INTRODUCTION
Original version
Famousfor itsoriental grilledchicken,ChickenTikkawasAmericanaGroup’sfirsthomegrowncasual dining
brand.Strictlycommittedtothe higheststandardsof qualityandfreshness,ChickenTikkarestaurantsoffer
customersa unique experience whetherdiningin,orderingtake-awayorhome delivery.The chain’sfirst
restaurantopenedinCairoin1972, andquicklygainedahuge followingwithitsuniqueapproachtoserving
grilledchicken.ChickenTikkaiscurrently AmericanaGroup’sbiggesthomegrownbrandwithover30 restaurants
inKuwait,Egypt,Saudi Arabiaand UAE.
Re-written
From the grill to the plate,ChickenTikka will take you througha culinaryjourneywith its acclaimedoriental
grilledchicken andhigheststandardsof quality.
Started in 1972 as AmericanaGroup’sfirsthomegrowncasual diningbrand, it is currently present in Kuwait,
Egypt, Saudi ArabiaandUAE with over 30 restaurants.
Vision
Be the Middle East’s favorite for tasty grilled meats
Mission
Offer a great food experience to guests through serving the best quality grilled meats featuring
our special marinade.
Brand Mantra
Original version
Life is busy, hectic and stressful and somewhere in the middle of it all, you’re supposed to breathe –
and eventually reward yourself with good food moments. What is needed is somewhere where food
goes side by side with good moments and socialization. We believe in having it all.
DISCOVER THE JOY OF THE GRILL.
Re-written
Option 1: Serving the joy of the grill with authentic oriental grilled chicken
Option 2: Rediscovering the joy of the grill with authentic oriental grilled chicken
Tone of Voice
Our tone of voice is playful, exciting and humorous.
Copy should always be a balance between playfulness and
excitement, sharing our passion for food in a truly engaging
way that resonates with all people.