The move from fashion to food may sound like a giant leap but it’s one that came naturally to Giovanni Bolandrini, founder and executive chairman of Pier 88 Group, with huge success. Here, he talks us through his fascinating journey from the London runways to the echelons of Egypt’s culinary scene.
Cairo’s F&B scene may seem a world away from the London fashion industry. However, Giovanni Bolandrini, founder and executive chairman of Pier 88 Group, certainly wasn’t fazed by the idea of transitioning from runways to restaurants. Having carved out impressive careers in both industries, he believes recognizing their common threads has contributed to his success.
The power of emotion
“Before, I dressed people. Now, I dress plates. It’s all about selling emotion, not just a product,” he explained.
This shrewd observation forms part of a broader philosophy that has brought Bolandrini culinary success in Egypt, the home of his hospitality empire.
Born in Italy, he was initially drawn to the world of fashion and moved to London to build his career in this glamorous sphere. However, Bolandrini had long harbored a passion for hospitality and even daydreamed of opening a venue.
“I was homesick in London,” he admitted. “I missed the sea, I missed my people. So when I got the chance to open a restaurant in Egypt, I followed my heart.”
That opportunity came in 2008, when Bolandrini decided to make the leap and co-founded Pier 88. The venue boasts a prime location in El Gouna on Egypt’s Red Sea.
Today, the group operates nine restaurants across five brands, including Khufu’s, the renowned culinary landmark located opposite the Great Pyramids of Giza. Khufu’s has since been named top restaurant in Egypt and ranked fourth in the MENA region by the World’s 50 Best Restaurants in 2025.
Elevating Egyptian cuisine
Bolandrini explained that he had a specific vision in mind when opening Khufu’s. This, he explained, was to secure Egyptian cuisine its rightful position on the global culinary stage.
“Everyone knows Italian, Japanese, Chinese food, but Egyptian cuisine was underrepresented. We wanted to change that. People didn’t believe an Italian could redefine Egyptian food,” he said, admitting there had been skeptics. “But we proved them wrong.”
Reflecting on the factors that have contributed to his success, Bolandrini highlighted the importance of transforming a meal to a full-fledged experience.
“You remember how a restaurant made you feel more than what you ate,” he pointed out.
Building on this philosophy, the team meticulously craft every detail at Pier 88’s venues, from building the atmosphere to generating emotion.
Bolandrini has also never been afraid to carve his own path. And he is confident this has kept him ahead of the curve.
“Don’t follow trends – create them. Innovate constantly. Surprise your guests,” he advised.
Learn the business, bottom up
Bolandrini also highlighted the obstacles he has faced, including the difficulty in finding employees willing to build their skills in the way he did.
“Everyone wants to be a chef but no one wants to start as a dishwasher. That’s where I started,” he shared.
He believes building skills from the ground up across the business has been a key contributor to his expansion.
The entrepreneur’s list of priorities also includes robust standard operating procedures, which he believes are essential for long-term survival. “Without structure, there’s no longevity. Even a small restaurant needs to run like a professional business,” he cautioned.
Moving forward and mentoring
Today Bolandrini’s vision for growth includes opening a new Pier 88 at Cairo Business Park in late 2025 and expanding internationally. Potential locations in Dubai and Greece are among those being considered. Other plans include developing Khufu’s as a global ambassador for Egyptian cuisine. His objective is to introduce international audiences to regional ingredients and traditions through the restaurant.
Additionally, Bolandrini’s more personal aims include a commitment to mentoring the next generation of entrepreneurs, so they can learn from his own experiences. “Nobody taught me anything when I was young – I want to be that mentor for others. Don’t fall in the same hole I did,” he said with a smile.
That advice encompasses valuable advice and tips, from putting passion into a project to knowing your business inside out.
“Sell emotions. Know your numbers. Learn every part of the business. And most importantly – love what you do,” he said.
Insights from Hard Talk, part of HORECA Talks 2025 at HORECA Lebanon, organized by Hospitality News Middle East. Session moderated by Lisa Jerejian, communications manager at Hospitality Services.
