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.



Diamond Necklace Possibly Linked to Marie Antoinette's Demise Up for Auction

An historic and highly important necklace set with nearly 500 diamonds weighing a total of approximately 300 carats and formally in the collection of the Marquess of Anglesey is pictured during an auction preview at Sotheby's and is estimated to fetch 1,600,000 to 2,000,000 CHF in Geneva, Switzerland, Nov 7, 2024. REUTERS/Denis Balibouse
An historic and highly important necklace set with nearly 500 diamonds weighing a total of approximately 300 carats and formally in the collection of the Marquess of Anglesey is pictured during an auction preview at Sotheby's and is estimated to fetch 1,600,000 to 2,000,000 CHF in Geneva, Switzerland, Nov 7, 2024. REUTERS/Denis Balibouse
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Diamond Necklace Possibly Linked to Marie Antoinette's Demise Up for Auction

An historic and highly important necklace set with nearly 500 diamonds weighing a total of approximately 300 carats and formally in the collection of the Marquess of Anglesey is pictured during an auction preview at Sotheby's and is estimated to fetch 1,600,000 to 2,000,000 CHF in Geneva, Switzerland, Nov 7, 2024. REUTERS/Denis Balibouse
An historic and highly important necklace set with nearly 500 diamonds weighing a total of approximately 300 carats and formally in the collection of the Marquess of Anglesey is pictured during an auction preview at Sotheby's and is estimated to fetch 1,600,000 to 2,000,000 CHF in Geneva, Switzerland, Nov 7, 2024. REUTERS/Denis Balibouse

A diamond-studded necklace thought to be involved in a scandal that led to the eventual downfall of the last queen of France, Marie Antoinette, is being sold in Geneva next week.
The Georgian-era piece containing 300 carats of diamonds being sold by a Asian private collector in Geneva on Nov. 13 is valued at around 2 million Swiss francs ($2.29 million), Sotheby's said, although it may fetch much more.
The piece was at the center of a scandal in the 1780s known as the 'Diamond Necklace Affair' in which a hard-up noblewoman named Jeanne de la Motte pretended to be the French queen and acquired the necklace in her name without payment
A subsequent trial found the queen blameless, yet did little to alleviate her growing notoriety for extravagance which helped fuel the French Revolution and Marie Antoinette's beheading.
"It's likely or possible that some of these diamonds may have come from the famous diamond necklace that led to the downfall of Marie Antoinette," Jessica Wyndham, head of magnificent jewels sales for Sotheby's, told Reuters on Thursday.
"What we've seen is that jewelry with a noble provenance can generate a huge amount of excitement," she added, citing a pearl pendant belonging to the French queen which the auction house sold in 2018 for many times its initial estimate.
The diamonds of the original piece, crafted in 1776, were later sold piecemeal on the black market so are almost impossible to trace. However, some experts say the quality and age of the diamonds point to a match.
The necklace, which resembles a neck scarf, can be worn open or knotted at the front. One of its previous owners was Britain's Marquess of Anglesey and a family member wore it on the occasion of Queen Elizabeth II's coronation, according to Sotheby's.
"I think it's one of the most exciting pieces that we've had for a long time, not only with the provenance, but the design," said Wyndham.