Cairo – Mostafa El Masry:
The Sultan of “Mixes” and the Chemistry of Downtown..Sameh El-Shorbagy Opens Up About the Secrets of the “Blend” and the Challenges of the Second Generation
Within the ancient walls of Downtown Cairo, where the scent of “authentic” Cairo lingers, the brothers Sameh and Ahmed have succeeded in transforming a mere sandwich shop into a popular “icon” sought after by celebrities and commoners alike. A journey that began as a small supermarket evolved through “the persistence of success” and a unique philosophy: the customer is the primary menu innovator.
In this extensive interview, we sit down with Sameh El-Shorbagy, the founder, and his brother Ahmed, to uncover the behind-the-scenes of their partnership, the secrets of their balanced relationship with influencers, and how their marketing ideas became case studies in major academies.The story of “Sameh Downtown” is not just about sandwiches; it’s a social phenomenon.
How did the idea of naming sandwiches after your customers begin?
It started through a human connection. One of our customers, Karim Allam, suggested a “Kiri and Honey” mix. We decided to try it, and he began promoting it himself. From there, the idea was born: any customer who creates a mix that succeeds and promotes it will have that mix officially named after them on the menu.
This marketing strategy, which relies on involving the customer in creating and promoting the product, did you know it has become a taught model?
To be honest, we started it instinctively and out of love for our customers. However, we are very proud that this innovative marketing concept—which allows individuals to choose their own ingredients and then market them—is now being taught in some academies as a model for successful and ingenious marketing strategies. This academic success reflects the strength of the bond we have built with our audience.You have more than 100 items on the menu.
How do the staff memorize them all, and how do you protect your “trade secrets”?
We have 104 varieties. The secret lies in the precise preparation “technique.” Therefore, we rely on training young staff because they learn faster, and we are patient with them for months until they absorb the spirit of the place. Integrity and cleanliness are the foundation; the rest are skills acquired through continuous training.
You spoke of your brother, Ahmed, describing him as your “pillar.” What exactly is his role in the success of “Sameh Downtown”?
Ahmed is my partner and my life; he is the co-founder of this entity. We share the responsibility down to the minute. We divide the day into two shifts to ensure a 24-hour presence.
To this day, Ahmed works the shift with his own hands, preparing sandwiches himself. This field presence is what guarantees consistent quality and the “soul” that people have come to love.
With the rising cost of ingredients, how do you maintain product quality without overtaxing the customer?
Our strategy is “high volume, low margin.” We try to absorb price increases through our profit margins for as long as possible. Quality is a red line because our customers are very conscious and would notice any change immediately.Your relationship with bloggers and celebrities is always a point of curiosity.
How do you manage these relationships?
Our relationship with influencers and celebrities is built on mutual respect. Many of them have their names linked to our special mixes. For instance, Her Excellency Essaad Younis hosted us on her program, “Sahibat Al-Saada,” and she chose her own signature sandwich.
There are also mixes named after stars like Omar Marmoush. We do not chase “fake trends”; we welcome anyone who appreciates the value of what we offer with sincerity.
Why did you choose the name “Abdeen Palace” for your new project instead of expanding under the name “Sameh”?
I wanted to keep “Sameh” specialized in sandwiches and mixes. “Abdeen Palace” is a completely different experience—offering Oriental cuisine, grills, and tajines.
It is a new venture under the supervision of Ahmed and myself, maintaining the same standards of quality and integrity.You are very keen on teaching your children the trade.
How do you protect them from the “Second Generation” challenges?
I want them to learn the value of work through field experience. My son, Mohamed, is currently observing the operations and managing social media. I make them feel the value of the business; sometimes, their “punishment” is being barred from coming to the shop, so they maintain a true passion for it.
A final word for aspiring entrepreneurs in the restaurant industry?
Start small, be honest, and place the quality of your food above all else. Real success is building a name that people trust—one that lasts for years.