Egyptian Restaurant… a window to hometown cuisine from Istanbul
It does not only offer Egyptian restaurants in Türkiye. Not only do dishes bear witness to the traditions and characteristics of the cuisine they represent, but they also become ambassadors of that cuisine and attract new palates, both citizens and tourists.
Food is an integral part of a country’s culture that cannot be ignored. Visitors to any place usually find their own cuisine and recipes, especially if they settle in a particular country. While there are some commonalities between Turkish and Egyptian cuisine, such as grilled, stuffed meats, and even desserts like “muhallabia,” Egyptian restaurant owners have decided to make these dishes purely Egyptian, using some ingredients from local markets and others imported from Egypt.
Cairo restaurant is located in the Osmanbey area in the city center of Istanbul. It is owned by engineer Magdy and his wife Heba. They opened the project for tourism purposes following visiting Istanbul many times and noticing the lack of variety of Arabic restaurants, especially Egyptian ones. This made them believe that Egyptian cuisine, despite its lack of recognition, deserves international fame and prestige like other cuisines. They chose the Mediterranean Sea as a source for their kitchen.
The couple searched for the most suitable location for the restaurant, a place where a large number of Turks, tourists, and Arab businessmen gathered. Their choice fell on the Osmanbey area in the center of Istanbul, which is the most important commercial center in the city. It took them six months to a year to set up and choose a name. After nine months of operation, they achieved a balance between expenditure and income.
Egyptian Food (New Arabia)
The ingredients used in Cairo restaurants come from Turkish markets, and other essential ingredients are also imported from Egypt, such as molohia, okra, duck pigeon, rabbit meat, mango, guava, etc.
The restaurant’s patrons are Egyptians, residents and Arab tourists, with a certain percentage of Turks. Over six years, the restaurant has faced many difficulties, including the corona crisis. The tourism movement was impacted by political factors and rapid changes in laws, as well as the resulting scarcity of general and local labor, especially those specialized in Egyptian cuisine and its flavors. All this cast a shadow on sales activities and made it difficult to achieve the targeted profits.
Heba said: “From the first day of opening the Cairo restaurant, we worked hard to maintain the quality needed to remain competitive, which has helped us retain many customers and expand our circle of customers over the course of six years, despite the challenges and obstacles we faced.”
Heba and her husband do not like to organize advertising for the restaurant through influencers. “These people are money seekers, and if they do not get what they want, they may attack the restaurant. Although they have allocated a budget for electronic advertising from the first day, they still cannot do it. “They still rely on the quality of the dishes, which they consider to be one of the most influential advertisements for the restaurant’s turnover.”
Many people like Egyptian food (New Arabic)
The menu of Cairo restaurant includes all types of Egyptian cuisine, including beans, falafel, potatoes, fried eggplant, koshary, appetizers, pies, tagine, fish, grilled food, oriental sweets and natural juices. The most popular dishes are pigeon, molokhiya, koshari, liver of Alexandria, hawwshi, um Ali, mango juice and guava juice.
The two restaurateurs believe that the current inflation is a real challenge to the survival of Turkey’s entire restaurant industry, as its unprecedented figures slow down demand and increase product costs, which constitutes an obstacle to growth and consumes resources. Profit margins are currently slim.
Abdul Karim Al-Zoubi, a Jordanian-Egyptian businessman, also owns a restaurant that specializes in various fish dishes. In an interview with Al-Araby Al-Jadeed, he explained that the idea of opening a restaurant came to him following he got used to life and late nights in Egypt. He chose to specialize in Egyptian-style fish dishes because he lives in Damietta and the Egyptian table is full of different recipes for fish and seafood dishes.
As for the reason for choosing this location, Al-Zoubi explained that the target customers are Arab tourists, who usually look for places close to the tourist areas of Istanbul. He is not once morest influencers promoting his restaurant in exchange for money. When he himself travels to a country, he checks the accounts of these promoters. As for advertising, Al-Zoubi relies on a company specializing in social networking sites to decide when to invest money in the restaurant, especially when to post intensive promotions on the “Tik Tok” platform. He has two pages on Facebook and Instagram, but they are not updated often.
Inflation is the biggest problem facing Egyptian restaurants in Türkiye (Al-Araby Al-Jadeed)
Al-Zoubi is keen that the workers are Egyptian and Arab, as the restaurant serves Egyptian cuisine, which is one of the forms of identity that the restaurant acquires. However, he faces the problem of the constant change of these workers, as they may be students who work only during the summer vacation, or tourist residence permit holders who have problems renewing their residency. Therefore, he must have a permanent and continuous presence in the restaurant, even if it is not his main project to work in Turkey.
Inflation affects sales, especially since Turkey is considered one of the largest exporters of fish. Restaurants must offer the same quality and good prices while keeping a slim profit margin to maintain the restaurant’s customers. In the same situation, they must study different ideas to use the followingnoon time to attract customers, by making sales at specific times of the day or signing agreements with special tourist boards during the summer.
“I have a Facebook page and I get requests from WhatsApp groups, which I rely on for marketing,” Doaa, who entered the restaurant sector through home delivery services, told Al-Araby Al-Jadeed. “I can meet the requests of my customers.” She explained that the idea for the project came from her love for cooking and she wanted to use her passion for presenting Egyptian cuisine in an original way. She agreed with Cairo restaurant officials that “the ingredients can be bought in Turkey, but. We import some from Egypt, such as pigeons, local ducks, etc.”
Most of Doaa’s clients are Egyptian, but she sometimes receives requests from other Arab countries. She considers herself an ambassador of Egyptian cuisine, so she feels a great responsibility and is also worried that people will not like the dishes. However, she has not encountered such a situation yet. “Egyptian cuisine is ancient, diverse and delicious, but it is not taken care of enough, while Turkish cuisine is constantly praised. Egyptian cuisine is more beautiful and delicious. The current inflation affects the work process. We try our best to maintain it.” She guarantees the quality of goods with a small profit to maintain customer loyalty while dreaming of opening a great restaurant.
A Taste of Home: Egyptian Restaurants in Istanbul
In a city known for its vibrant culinary scene, a new wave of Egyptian restaurants is bringing a taste of home to Istanbul. These establishments are not only serving up delicious food, but also acting as cultural ambassadors, sharing the rich flavors and traditions of Egyptian cuisine with Turkish citizens and tourists alike.
Cairo Restaurant: A Slice of Egypt in the Heart of Istanbul
Located in the Osmanbey area, a bustling commercial center in Istanbul, Cairo Restaurant is a testament to the growing demand for Egyptian food in the city. Owned by Magdy and Heba, the restaurant was born out of a desire to introduce Istanbul to the authentic flavors of Egypt. They were inspired by the lack of variety in Arabic restaurants, particularly Egyptian ones, and saw an opportunity to showcase the unique character of Egyptian cuisine on an international stage.
Cairo Restaurant prides itself on using fresh, high-quality ingredients, sourcing many of them from local Turkish markets. They also import key ingredients like molohia, okra, duck, pigeon, rabbit meat, mango, and guava directly from Egypt, ensuring an authentic taste. This dedication to sourcing and preparation has helped establish Cairo Restaurant as a favorite among Egyptians, Arabs, and Turks alike.
Overcoming Challenges and Building Success
Despite the restaurant’s popularity, the road to success has not been without its challenges. The couple has navigated the complexities of the Turkish market, including the impact of the COVID-19 pandemic on tourism, political fluctuations, and fluctuating labor availability. Despite these obstacles, they have remained committed to maintaining the quality of their food and service, resulting in a loyal customer base and a growing reputation.
Heba emphasizes the importance of quality over marketing, believing that a good product will speak for itself. While they have a budget allocated for online advertising, they have chosen to focus primarily on word-of-mouth marketing and providing an exceptional dining experience.
Menu Delights: A Journey Through Egyptian Cuisine
Cairo Restaurant’s menu encompasses the full spectrum of Egyptian cuisine, offering a diverse and flavorful experience for patrons. Popular dishes include:
- Pigeon: A traditional Egyptian dish, renowned for its tender meat and rich flavor.
- Molokhiya: A hearty stew made with a type of jute leaf, known for its unique texture and flavor.
- Koshari: A beloved Egyptian street food, featuring a combination of rice, lentils, macaroni, and a spicy tomato sauce.
- Liver of Alexandria: A regional specialty, known for its flavorful preparation.
- Hawwshi: A savory meat pie, a staple of Egyptian cuisine.
- Um Ali: A rich and decadent dessert, similar to bread pudding, made with layers of bread, milk, and nuts.
- Mango Juice and Guava Juice: Refreshing and authentic Egyptian beverages.
The restaurant’s menu also features a variety of other Egyptian specialties, including appetizers, soups, salads, grilled meats, fish dishes, and traditional sweets.
Beyond Cairo: Other Egyptian Restaurants in Istanbul
Cairo Restaurant is not alone in its mission to bring Egyptian cuisine to Istanbul. Other restaurants are also catering to the growing demand for these flavors, each with their own unique offerings and perspectives.
Abdul Karim Al-Zoubi’s Fish Restaurant
Abdul Karim Al-Zoubi, a Jordanian-Egyptian businessman, has opened a restaurant specializing in Egyptian-style fish dishes. He was inspired by his own experiences living in Egypt and his love for the diverse and flavorful fish dishes found in Damietta. Targeting Arab tourists, his restaurant is located in a convenient location near Istanbul’s tourist attractions.
While Al-Zoubi does not shy away from using influencers to promote his restaurant, he is careful in his selection, ensuring that they are genuine and reputable. He also invests in social media marketing, utilizing platforms like TikTok to reach a wider audience.
Doaa’s Home Delivery Service
Doaa, a passionate home cook, decided to share her passion with Istanbul by starting her own home delivery service focusing on Egyptian cuisine. Inspired by her love for cooking and her desire to present Egyptian food in a new and authentic way, she collaborates with Cairo Restaurant to source high-quality ingredients, including importing certain items from Egypt.
Doaa’s delivery service is popular among Egyptian expats in Istanbul, but she also receives orders from other Arabs in the city. She sees herself as an ambassador for Egyptian cuisine, taking pride in presenting it to a wider audience. Her biggest challenge, like many others, is the rising cost of ingredients and maintaining her profit margins while ensuring the quality of her dishes.
Navigating the Challenges of Inflation
Inflation has become a significant challenge for all restaurateurs in Turkey, including those serving Egyptian cuisine. The rising costs of goods and services are putting pressure on profit margins and forcing restaurants to find creative solutions to maintain their businesses.
Restaurants like Cairo Restaurant are focusing on maintaining quality and finding ways to offer competitive prices to retain their customers. They are exploring various strategies like offering special deals during specific times of the day and collaborating with tourist agencies to attract more patrons during peak seasons.
For restaurants like Al-Zoubi’s, which rely heavily on sourcing fresh fish, finding ways to control costs while maintaining quality is paramount. They are also looking at opportunities to expand their offerings and attract customers during times of the day when business is slower.
Home delivery services like Doaa’s are facing similar challenges, but are finding ways to adapt. They are exploring new online platforms and marketing strategies, and focusing on maintaining close relationships with their loyal customers.
A Taste of Home, A Cultural Bridge
Egyptian restaurants in Istanbul are more than just places to eat. They are serving as cultural bridges, connecting people from different backgrounds through the shared language of food. These restaurants are introducing Turkish citizens and tourists to the vibrant and flavorful world of Egyptian cuisine, providing a taste of home for those missing the flavors of their homeland, and showcasing the unique cultural heritage of Egypt on the global stage.
The success of these establishments is a testament to the growing demand for diverse culinary experiences and the power of food to connect people from different cultures. As Istanbul continues to develop as a global hub, the presence of these Egyptian restaurants is likely to continue to grow, bringing a taste of home to a city full of exciting culinary adventures.
