Cairo – Mostafa El Masry:
A Tale of “Culinary Soul” Unbowed by Technology in the heart of Cairo, where the aroma of fast food clashes with the clamor of modernity, a unique scent commands your attention: the authentic fragrance of “Nifa” emanating from our establishment.
Our journey was never just about a restaurant serving grilled meals; it was an epic that began with the “mastery” of our forefathers, evolving into a prestigious brand that asserts its presence in Cairo’s most vibrant and upscale districts, such as Nasr City and Gardenia.
We do not merely offer a name; we consider ourselves “Guardians of Egyptian Culinary Heritage.” We have meticulously cracked the difficult code: How do you preserve the “flavor of the past” and the warmth of old homes within a modern, pristine framework that meets international standards?
In this interview, we dive behind the scenes of success to discover how “culinary intuition” was transformed into a rigorous “system,” and how the **Al-Nagahi Tray** managed to bridge the gap between the generation of grandparents who cling to tradition and a younger generation seeking quality and value. This is the story of how a “reputation” is slow-cooked to perfection.
1. From “Craft” to “Brand”.. How did Al-Nagahi transform a traditional dish like Nifa into a primary destination in vital areas like Nasr City and Gardenia?
The secret lies in the fact that we turned “Nifa” into an integrated experience rather than just a meal—a sensory state rather than just a restaurant. The toughest challenge was transferring this experience from our flagship branch to our new locations while maintaining the same spirit.
Today’s customer seeks excellence in quality and service alongside “original taste,” and that is exactly what we provided: the flavors of the past served with modern flair and cleanliness that rivals global chains.
2. Nifa is a dish associated with “soul” and patience.. How do you ensure every piece of meat maintains the same quality and professionalism across all branches despite different teams?
I personally oversee every administrative and technical detail; our management system leaves nothing to chance.
We have successfully transformed the “soul” of cooking into a “rigorous administrative system” that guarantees the same flavor across all branches. The true secret, however, always begins with the “quality of the meat,” where we never accept compromises.
3. In an era of “fast food” and fierce competition.. What was the bet Al-Nagahi won to make families and youth stick to a meal that requires time and a refined palate?
People have become saturated with fast food that all tastes the same. We offer a meal with “prestige”—a meal that gathers the whole family around a single tray.
Young people today are looking for “value for money” and an authentic taste that cannot be replicated at home; therefore, Al-Nagahi has become their undisputed first choice.
In fact, children have become deeply attached to our flavors across all our branches.
4. Nasr City and Gardenia represent “New Cairo” with all its bustle.. Did you develop the menu or presentation to suit the tastes of these residents, or did you stick to classicism?
We held onto the “essence” while modernizing the “form.”
Originally, our main menu was centered exclusively on Nifa, but we have since evolved the menu to cater to all tastes.
We added contemporary touches to the presentation and appetizers and designed our branches with a comfortable “Modern-Classic” decor, ensuring residents find the sophistication they expect blended with the flavors they love.
. The secret of the craft starts at the slaughterhouse.. What are the “strict” standards you set for selecting meat, where no leniency is accepted regardless of circumstances?
We don’t just sell food; we sell a “reputation,” and reputation starts at the source. Selecting meat and verifying its specifications represents a massive daily effort, especially under current conditions, to ensure that what reaches the customer’s table is always the finest and highest quality.
*6. Expansion often threatens the original “soul” of a place.. How did you maintain the warmth and intimacy of the old shop within your modern, sophisticated branches?
The soul lies in the “reception” and the “service.” No matter how much we grow or evolve, you will find in our branches the same authentic Egyptian hospitality and generosity.
Technology has helped us achieve speed, accuracy, and quality, but the “welcome” remains the unchanging spirit and the primary driver of our work.
7. What was the biggest challenge you faced during the opening of the Gardenia branch, and how did the public’s reaction make you feel you were on the right track?
Gardenia is a very promising area for the future, and the challenge was building trust quickly with a new community.
On opening day, I saw people’s amazement—not just at the taste, but at the cleanliness of the place and the precision of the organization. The reaction that reassured me most was seeing a customer return the very next day with their entire family; that’s when I realized we had truly won the bet.
8. It is said that Al-Nagahi is not just a restaurant but a guardian of Egyptian culinary heritage.. How do you see your role in protecting the identity of the “Nifa” dish from fading or distortion?
This is an honor and a great responsibility. Nifa is a “royal” dish, and my role is to serve it with the dignity it deserves and to promote it in a way that reflects our venerable name. We protect it from distortion by adhering to slow and correct cooking methods, and we protect it from oblivion by making it the first and safest choice for both the new and old generations.
. If we asked you to choose the “Dish of a Lifetime” from your menu—the one that encapsulates your expertise and years of hard work—what would it be?
I would choose the “Al-Nagahi Mixed Tray because it represents us honestly. It embodies diversity, quality, and the spirit of “the gathering.” It is the culmination of our efforts in selecting the best cuts of Nifa and Kofta, and it is the dish I fully trust to satisfy all tastes and embody our journey.
10. What is the next step on your map of ambitions? Should we expect Al-Nagahi in new areas or outside the capital soon?
My ambition has no ceiling. We are currently focused on solidifying our professional model in our existing branches.
The next step is expanding into new areas within Cairo, and God willing, we will be in every Egyptian governorate. Soon, we aim to be in Arab capitals to export this Egyptian heritage abroad.