Cairo – Mostafa El-Masry
In the heart of Cairo’s bustling streets, where the aroma of popular street food fills the air, the story of a humble liver sandwich cart began nearly half a century ago. Over time, it evolved into one of Egypt’s most recognizable fast food brands.
Today, we sit down with Mr. Mohamed Ezz, son of the first founder, to talk about how it all started, the secrets behind their success, and their future expansion plans.
How did the idea of founding “Ezz El Menoufy” begin?
The idea came from my father, the late Hajj Ezz El Menoufy. He worked as a chef in several countries, and after returning to Egypt, he decided to open his first liver and sausage cart in the Dokki district
When and where was the first branch opened?
The very first branch – which was a street cart – was launched in 1976 in the Dokki neighborhood.
What makes “Ezz El Menoufy” stand out among other liver and sausage vendors?
What sets us apart is that we, his sons, still use the same secret spice mix our father created 49 years ago. This mix is used in all our 20+ branches, and we’re planning to open even more branches this year, God willing.
Did you face any challenges in the beginning? How did you overcome them?
Definitely. The biggest challenge was convincing people of the quality of our product. That took time, effort, and persistence. Now, we’re also planning to expand the “Ezz El Menoufy” brand internationally, with serious consideration for countries like the UAE and Saudi Arabia.
What’s the secret behind the popularity of your sandwiches ?
The secret is that we work with integrity and fear God in everything we do. We use the cleanest and best-quality ingredients available in the market, even though the cost is high. The most important thing is that we’re satisfied with the food before we serve it to the customer.
How do you maintain consistent quality and taste across all branches?
We have a dedicated team that regularly visits the branches to inspect everything and ensure the same quality everywhere.
Do you use any special recipes or unique spices?
Of course. We’ve been using a very special blend of spices that dates back to our father’s original recipe 49 years ago. Next year, we’ll celebrate 50 years since launching the first liver cart in Egypt.
What are your standards when it comes to selecting meat and ingredients?
We choose only the finest meats and ingredients available, and we work with trusted suppliers. Our customers can taste the difference in every sandwich they eat.
Who is your main customer base – youth or families?
The beauty of our brand is that it appeals to everyone – young people, adults, and families. Some customers started eating our sandwiches when they were young, and now they come with their children, who are also growing up loving our food.
How did people first react to the street cart concept of “Ezz El Menoufy”?
At first, it was a challenge, but with hard work and a strong reputation, we managed to turn a street cart into a beloved Egyptian brand. And, God willing, we’ll soon be expanding into other Arab countries.
