Raya Restaurants established itself as a market leader within the restaurant sector in Cairo through building internationally competitive restaurant chains that offer a superior dining experience. In an exclusive interview with its CEO, Karim N. Khalife, HN highlights the new norm after Covid-19, the forecasted trends and projects.
1. Tells us a bit about Raya Restaurants
Raya Restaurants, a subsidiary of Raya Group, was established in 2013 in Cairo. We offer a superior dining experience through our brands: Ovio; The Lebanese Bakery; Jones the Grocer; Lorenzo Pizzeria; Liquid; Little Ovio; and Espresso Bar
We have 11 outlets and four under construction, in Cairo, Egypt.
2. How do you plan to adapt to and recover from the Covid-19 pandemic and what do you expect to be the ‘new normal’ in its aftermath?
The new norm after Covid-19 is still very vague; everyone has different assumptions. Resilience will be key. We have to endure this – we have no choice – by minimizing
damages and managing our cash and expenses. At the same time, we have to be more present in terms of marketing, engaging with our customers and reaching them through various channels, while maintaining our seasonal activities. We have to keep reminding customers of the affection they have for each place and its products. A comeback plan for post Covid-19 is essential, with maximum effort being channeled into reinforcing the brand equity and trust.
3. What is your motto for life?
What doesn’t kill you makes you stronger.
4. What do you consider as the highlight of the year?
Over the past year, we’ve undergone a continuous expansion in Egypt, strengthening our position in the local market. In addition, we’ve increased our brand portfolio by introducing new franchise concepts to the market, while also recently obtaining our HACCP certification.
5. How is Raya Restaurants going green?
We’re taking this aspect very seriously. While there’s still some way to go, we’ve taken key steps by changing all our straws and bags
to paper varieties. These issues will remain a major focus going forward; however the supplies available in the market are still very
6. What trends do you forecast?
We are accelerating our move into the digital world, which represents a new phase for us, having launched our Ovio application, with online ordering and payment. We’ve also increased our visibility on various online platforms.
7. What are your upcoming projects?
We’re preparing to expand the new franchises signed. Projects in the pipeline include: the imminent (post- Covid 19) opening of our first branch of The Lebanese Bakery in Maadi – Cairo; the opening of two new Jones the Grocer outlets in 2020 in Galleria40 Sheikh Zayed and O1 Mall in New Cairo; and the opening of a new Lebanese restaurant franchise in Galleria40 Sheikh Zayed, to be announced soon.
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