Egyptian Restaurants Attract Customers with 'No for Innovation' Motto

A 'suhur' meal, which is served before dawn during the holy month of Ramadan, in Cairo on May 31, 2018. (MOHAMED EL-SHAHED/AFP/Getty Images)
A 'suhur' meal, which is served before dawn during the holy month of Ramadan, in Cairo on May 31, 2018. (MOHAMED EL-SHAHED/AFP/Getty Images)
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Egyptian Restaurants Attract Customers with 'No for Innovation' Motto

A 'suhur' meal, which is served before dawn during the holy month of Ramadan, in Cairo on May 31, 2018. (MOHAMED EL-SHAHED/AFP/Getty Images)
A 'suhur' meal, which is served before dawn during the holy month of Ramadan, in Cairo on May 31, 2018. (MOHAMED EL-SHAHED/AFP/Getty Images)

In his movie “The Danish Experience”, Egyptian actor Adel Imam promoted two popular, local restaurants named “Zizo” and “Baha”. But despite the fame they gained over the past 20 years thanks to Imam’s effect, the two restaurants specializing in eastern food refused innovation.

Unlike the creative marketing ideas that restaurants invest in to increase their revenues, many restaurants haven’t even considered promotional tools to lure customers, preferring to maintain their current, traditional look that powered their fame.

Certain Egyptian restaurants, mostly those considered popular, have acquired a remarkable reputation that lures even non-Egyptian customers. Despite this fame, they are eager to preserve the traditional appearance of their beginnings, and the menu they are known for, refusing to change their originality in an attempt to maintain their success and profit margins at the same time.

Whether in Cairo, which embraces thousands of restaurants or in Alexandria, which attracts thousands of visitors every day, there are many examples of this type of restaurant that seduce people from all social and age categories with their “non-innovated” ambiances.

Since their establishment several decades ago, “Zizo” in the Jammaliah area, and “Baha” in the El Sayeda Zeinab district, have maintained their original concept, rejecting innovation ideas, and insisting that they “don’t have other branches”.

Despite that, both restaurants attract ambassadors and tourists looking to taste the “Egyptian food experience”. All their visitors, locals and non-Egyptians, sit at tables in the street, which gives the experience a more popular touch. El Sayeda district also houses “Al Jahsh” restaurant known for its local beans and falafel served in a simple, unsophisticated way. Its customers are from all social classes, they eat in the street as well. Although some reviews on the world-know travel website TripAdvisor slam the restaurant’s hygiene, celebrities and tourists keep visiting it to taste the original, Egyptian dishes.

A few steps away from Cairo’s Ramses Square, a banner reading “On God’s Blessing” draws people’s attention to a simply-decorated, crowded restaurant that serves cheap, yet tasty liver and sausage sandwiches. Known as the “King of Original Liver Sandwiches”, the restaurant, which was established in the 1980s, has always adopted a low-price policy, so it can make the highest profit. The liver sandwiches it serves are, without exaggeration, the cheapest in Egypt.

In contrast, other restaurants that opted for innovations and changes, including the “Abu Rami Grill Restaurant”, failed and lost a lot of their customers.

The same trend applies in Alexandria, in which many restaurants, especially those serving seafood, like “Shaaban of Fish” in the Al-Manshiyah area, are known for low-key setups, funny names, wooden tables, and cheap plates serving unique combinations.

The restaurant is very popular among Alexandrians. Although the city has many seafood restaurants, and most of them are located right on the sea along the Cornish, Shaaban’s customers insist on visiting it in a narrow alley to enjoy its popular dishes.

The restaurant’s owners have kept its original design but chose to innovate with a new branch that targets different types of customers.

Shaaban has a rival, though. “Houda Dongol”, located in the narrow alley in the Azarita area, also lures seafood lovers with its professional cooking and affordable prices despite its chaotic, low-key setup and location.

The traditional concept is also seen in the “Loul Fortress” restaurant overseeing the sea. A wooden design that reflects the Egyptian, popular spirit, and attracts visitors with its simple décor, rural, wooden benches, homemade fish dishes, warm welcoming of its manager Om Mayyada, and its well-known mint tea.

“Indeed, many restaurants reject the innovation idea, mostly because 95 percent of their owners are elderlies and unconvinced with the importance of social-media-driven updates. Those people can’t convoy advancement because they don’t have the needed mentality, or they might have concerns about innovation so they keep their businesses like they are. In contrast, we see about only 5 percent of business owners who consider innovation and keeping up with the industry’s changes,” Mohammed Yousri, e-marketing manager of several restaurants in Cairo, told Asharq Al-Awsat.

Yousri doesn’t agree with those alleging that “non-innovated ambiances” attract more audience, noting that this factor is a sort of mental relief for some customers, and that’s why we often see middle-aged and older people in such places.

“On the other hand, the younger ones are always looking for innovation. Restaurants adopting this management concept are often the first to close their doors despite their long-term fame. Even by maintaining their traditional touch, time will pass, and new, competing names will emerge and gradually lure people. From a marketing perspective, restaurants’ reluctance to innovate or update is a weakness and a key factor that can threaten the existence of the biggest names,” he explained.

“Marketing rules say the audience like constant renewal, and with the new generation affected by social media, restaurants must seek innovation to meet clients’ needs. Restaurants sticking to their old, traditional concepts have no future vision or aspirations, so they will definitely lose their younger customers, and thus lose the competition sooner or later,” Yousri concluded.



Scientists Seek Miracle Pill to Stop Methane Cow Burps

A cow that's part of study on reducing methane emitted by cow burps stands in an exclosure at UC Davis in Davis, California on October 23, 2024. (AFP)
A cow that's part of study on reducing methane emitted by cow burps stands in an exclosure at UC Davis in Davis, California on October 23, 2024. (AFP)
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Scientists Seek Miracle Pill to Stop Methane Cow Burps

A cow that's part of study on reducing methane emitted by cow burps stands in an exclosure at UC Davis in Davis, California on October 23, 2024. (AFP)
A cow that's part of study on reducing methane emitted by cow burps stands in an exclosure at UC Davis in Davis, California on October 23, 2024. (AFP)

A scientist guides a long tube into the mouth and down to the stomach of Thing 1, a two-month-old calf that is part of a research project aiming to prevent cows from burping methane, a potent greenhouse gas.

Paulo de Meo Filho, a postdoctoral researcher at University of California, Davis, is part of an ambitious experiment aiming to develop a pill to transform cow gut bacteria so it emits less or no methane.

While the fossil fuel industry and some natural sources emit methane, cattle farming has become a major climate concern due to the sheer volume of the cows' emissions.

"Almost half of the increase in (global) temperature that we've had so far, it's been because of methane," said Ermias Kebreab, an animal science professor at UC Davis.

Methane, the second largest contributor to climate change after carbon dioxide, breaks down faster than CO2 but is more potent.

"Methane lives in the atmosphere for about 12 years" unlike carbon dioxide which persists for centuries, Kebreab said.

"If you start reducing methane now, we can actually see the effect on the temperature very quickly."

Filho uses the tube to extract liquid from Thing 1's rumen -- the first stomach compartment containing partially digested food.

Using the rumen liquid samples, the scientists are studying the microbes that convert hydrogen into methane, which is not digested by the cow but instead burped out.

A single cow will burp roughly 220 pounds (100 kilograms) of the gas annually.

- 'Social critters' -

Thing 1 and other calves receive a seaweed-supplemented diet to reduce methane production.

Scientists hope to achieve similar results by introducing genetically modified microbes that soak up hydrogen, starving methane-producing bacteria at the source.

However, the team proceeds cautiously.

"We can't just simply cut down methane production by removing" methane-making bacteria, as hydrogen could accumulate to the point of harming the animal, warned Matthias Hess, who runs the UC Davis lab.

"Microbes are kind of social critters. They really like to live together," he said.

"The way they interact and affect each other impacts the overall function of the ecosystem."

Hess's students test different formulas in bioreactors, vessels that reproduce microorganisms' living conditions in a stomach from movements to temperature.

- More productive cows -

The project is being carried out at UC Davis as well as UC Berkeley's Innovative Genomics Institute (IGI).

IGI scientists are trying to identify the right microbe -- the one they hope to genetically alter to supplant methane-producing microbes.

The modified microorganisms will then be tested at UC Davis in the lab and in the animals.

"Not only are we trying to reduce methane emissions, but you also increase the feed efficiency," said Kebreab.

"Hydrogen and methane, they are both energy, and so if you reduce that energy and redirect it to something else... we have a better productivity and lower emissions at the same time."

The ultimate goal is a single-dose treatment administered early in life, since most cattle graze freely and can't receive daily supplements.

The three research teams have been given $70 million and seven years to achieve a breakthrough.

Kebreab has long studied sustainable livestock practices and pushes back against calls to reduce meat consumption to save the planet.

While acknowledging this might work for healthy adults in developed nations, he pointed to countries like Indonesia, where the government is seeking to increase meat and dairy production because 20 percent of children under five suffer from stunted growth.

"We can't tell them to not eat meat," he said.