MINA, 8 January 2006 — Telling a Muslim who holds a slice of pizza from Pizza Hut in one hand and a can of Pepsi in the other that he is under the influence of American capitalism has become increasingly irrelevant.

Indeed, American brands have penetrated parts of the world where American diplomacy has failed. Hostility against American policies and icons may be increasing everywhere in the Muslim world, but when it comes to US food and beverage products things are considerably different.

American multinational companies have succeeded in reaching Muslims not by establishing local branches in the remote mountain villages, but in part by establishing branches in places where Muslims congregate, such as the holy sites of Makkah, Madinah and Mina.

This confirms the fact that global capitalism has no nationality and is not constrained by religious ideologies. People worldwide are becoming regular customers of large American food and beverage companies, and pilgrims are no exception.

There are still many who see in the presence of American restaurants and brands in Muslim countries as an offensive sign of cultural hegemony and colonization. Others view it as simply additional choices of food and drink.

Regardless, companies like Pizza Hut Inc., PepsiCo Inc. and many others are present in places where their boards of directors and top foreign managers cannot set foot. And Muslims are enjoying these brands at holy sites despite their origins or the cultural and political arguments for or against their presence.

Meanwhile, a food chain closer to home has also set up for Haj business just a few meters away from the Jamrat stoning area. Al Baik will be operating in the area selling meals at a reduced, not-for-profit cost to pilgrims during the Haj. Rami Abu-Ghazaleh, CEO of Express Foods Company, which owns and operates the Al Baik chain, announced that the three branches of the company in Mina, including the new one, is set to produce quarter million meals per day with a total cost of SR4 million. The construction of the branch’s newest 400-square-meter store took only 14 days.