Is influencer marketing still worth it for Egypt’s restaurants?

Sunday, 18 Jan 2026

Is influencer marketing still worth it for Egypt’s restaurants?

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Today at a glance

The Big Story Today

Futures trading to land on the EGX in March.

INSIDE INDUSTRY

The localization push: A new formula for the Egyptian pharma industry.

Reach vs. relevance: The influencer problem in Egypt’s F&B scene.

Ears to the Ground

Go beyond the headlines with The Economist podcast.

Sports

Morocco vs. Senegal in the AFCON 25 finals.

OUT AND ABOUT

JadaL’s Mahmoud Radaideh goes solo.

WHAT WE’RE TRACKING TONIGHT

Futures trading to land on the EGX in March, starting with index futures

Good afternoon, friends, and welcome to the start of a fresh new workweek. Besides the biting cold, kicking the week off is news that derivatives trading is finally within reach. Also today: Trump slaps tariffs on eight NATO members, we dig into why some F&B brands are ditching influencer marketing, and we explore how Egypt’s pharma sector is moving beyond fill-and-finish.

THE BIG STORY TODAY-

? Derivatives trading is finally (almost) here. The Financial Regulatory Authority officially granted the EGX a license to operate its futures exchange, clearing the way for trading to launch as early as March, according to a joint statement. This aligns with the exchange's latest guidance that a functional derivatives market would be live before the end of 1Q.

The rollout will be phased, debuting with futures contracts on the benchmark EGX30 index, before eventually expanding to the EGX70, single-stock futures, and options.

Seven brokerage firms have already applied for licenses to trade futures, and technical linkages between brokers and the clearinghouse are expected to be finalized within a month.

** Want the full story? Look out for our AM edition of EnterpriseAM in your inbox tomorrow morning for our complete rundown on the plan to launch derivatives trading on the EGX.

THE BIG STORY ABROAD-

? US President Donald Trump is set on buying Greenland, threatening eight NATO members with additional tariffs if the purchase isn’t greenlit. Denmark, Norway, Sweden, France, Germany, the United Kingdom, the Netherlands, and Finland face a hike of 10% on 1 February, shooting up to 25% on 1 June “until such time as a deal is reached for the complete and total purchase of Greenland.” The tariff rollout on members of the EU threatens the EU-US trade agreement sealed in August.

^^Read more on: CNBC.

More from Trump land: The US president is demanding USD 1 bn for permanent seats on his “Board of Peace.” The board — which critics see as a potential UN rival (or attempt at one) — would become official once three nations sign on. Several European countries have been invited, though many strongly oppose the draft and are coordinating pushback, particularly over concerns that Trump would personally control the funds.

Trump would serve as inaugural chairman with authority over membership, agendas, and final approval of all decisions. Members contributing less than USD 1 bn would serve three-year terms subject to renewal at the chairman’s discretion.

^^Read more on: Bloomberg.

ALSO- Syrian government troops have captured the country's largest oil field and a key gas facility from Kurdish-led forces in the east, according to a developing story by Reuters. The military took control of the Omar oil field and the Conoco gas field as clashes intensified between government forces and the US-backed Syrian Democratic Forces, following stalled negotiations to integrate the Kurdish militia into the new government under President Ahmed Al-Sharaa.

** CATCH UP QUICK on the top stories from today’s EnterpriseAM:

It looks like our USD 35 bn natural gas import agreement with Israel is moving forward after all. Leviathan partner NewMed confirmed in a disclosure that as of Thursday, all conditions precedent for the agreement have been satisfied;
Egypt is moving to plug the biggest gap in its renewable energy strategy: storage. Local industrial services player Kemet and China’s energy storage batteries manufacturer Cornex inked a strategic cooperation agreement to establish a USD 200 mn energy storage battery cells factory in Egypt using local raw materials;
US President Donald Trump said he is “ready to restart US mediation between ⁠Egypt ‍and Ethiopia to responsibly resolve the ⁠question of ‘The Nile Water Sharing’ once ‌and for all” in a letter sent to President Abdel Fattah El Sisi. The letter signals a significant shift toward a US-led diplomatic track following years of stalled African Union-mediated talks over Addis Ababa’s filling and operation of the Grand Ethiopian Renaissance Dam (GERD).

*** It’s Inside Industry day — your weekly Sunday briefing of all things industrial in Egypt. Inside Industry explores what it takes to turn Egypt into a manufacturing and export powerhouse, ranging from initial investment and planning through to product distribution, land allocation, industrial processes, supply chain management, labor, automation and technology, inputs and exports, and regulation and policy.

In today’s issue: We’re taking a deep dive into Egypt’s pharma industry amidst a localization push.

☀️ TOMORROW’S WEATHER- We’re in for a brisk day in Cairo tomorrow, with the mercury set to peak at a chilly high of 20°C before cooling down even further to 10°C, according to our favorite weather app.

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EGX Financial Regulatory Authority WHAT WE’RE TRACKING TONIGHT

Reach vs. relevance: The influencer problem in Egypt’s F&B scene

?Online influencers aren’t just entertainment anymore — they materially shape where Egyptians choose to spend their money. With Egypt’s F&B sector becoming increasingly crowded and competitive, brands are fighting harder for attention . Influencer marketing should be the play — but across the sector, we found skepticism, shrinking budgets, and growing backlash against paid endorsements. EnterpriseAM spoke with marketing leads and creative strategists to understand how influencer marketing is being utilized — or deliberately avoided — by some of the country’s top restaurants.

High-end brands don’t pay for reach — they curate it. High-end restaurants with established brand equity say they don’t allocate a budget to influencer fees or paid social ads, Roulla Soussou, marketing director of Baky Hospitality Group (BHG), told EnterpriseAM. The group, which operates restaurants including Sachi and Kazoku, has grown its accounts organically through industrial goodwill, curated experiences, and word-of-mouth, according to Soussou.

For upscale venues, exclusivity and authenticity trump visibility metrics. Soft openings and private tastings for loyal guests, lifestyle personalities, and media figures — not paid collaborators — is how they choose to create content without paying for coverage. These “organic invitations [target] people who already love the brand and will likely share the experience,” said Soussou. Roughly 10% of BHG’s marketing spend goes to organic PR — media relations and editorial exposure — but none to influencer fees or paid ads.

F&B consultant and creative director Omnia Adel took a similar approach in Cultureon a Plate, a high-ticket six-course dinner she organized without a single media buy. “We didn’t post every day. We took one good photoshoot that showed what we were aiming for — the chef, the food, the atmosphere,” she said. For high-end concepts, restraint is part of the strategy. “If I am a high-end restaurant, I can’t take too many [pictures] because you’re supposed to be unreachable.” Instead of influencer fees, visibility is built through strong visuals, curated PR events, and word-of-mouth. “Influencers are for reach — but we don’t use them. They call us.”

Influencer marketing is undeniably powerful — but misused. Some F&B brands remain hesitant to adopt influencer marketing, viewing it as overhyped and poorly executed — and they’re not entirely wrong. “It’s a strong tool with a lot of potential if applied correctly,” Adel admitted, “[but] it’s not about likes anymore — it’s about how credible and persuasive the person is.” Much of the resistance stems from flawed campaign design. PR and communications teams often rely on their own influencer networks without proper vetting, assigning campaigns based on relationships rather than relevance.

The core problem is an obsession with follower count that ignores brand alignment. “The mismatch hurts credibility on both sides,” says Adel, and when a campaign falls flat, influencers take the brunt of the blame, even if it’s the brand that didn’t do their homework. Many credible influencers have exited the Egyptian market altogether, frustrated by an environment that rewards popularity over purpose.

Polish over product remains dominant. “People are spending on interiors so the place is Instagrammable,” said Adel, but she urges operators to stop cutting corners on menu design and concept integrity, emphasizing that menu engineering and consulting are (or should be) at the forefront of their priorities. She also warns against poor pricing and bloated menus: “Choose your niche, limit your menu, and don’t confuse the customer,” she said. “You’re a grill house? Stay a grill house.”

What actually works? In a saturated market, the most effective content is immersive, story-driven, and authentic feeling — not overly produced or influencer-heavy. User- and employee-generated content that showcases real atmosphere, staff moments, and behind-the-scenes clips helps brands stand out, Adel added. Soussou echoed the sentiment: short, mood-driven Reels capturing ambiance and curated experiences now outperform traditional food shots. Overposting, however, can hurt rather than help.

Both experts agree that consistency, strong visuals, and authenticity matter more than frequency or follower count. “A successful campaign in Egypt connects emotionally, visually, and socially,” Soussou said. “It tells a story that people want to be a part of — something aspirational but still accessible.”

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business food and beverage PR

Ears to the Ground

Go beyond the headlines with the Economist podcast

? Every January, the news cycle kicks into high gear, and keeping up with more than just the headlines can feel like a full-time job. But what if we told you that in just 20-30 minutes, you could get the full context behind stories like Iran’s protests, the US’ interest in disrupting Venezuela’s oil network, and economic assessments from around the globe? That’s exactly what The Economist’s The Intelligence sets out to do.

If you’re looking to sharpen your global awareness, this UK-based podcast is a good place to start, with deep dives into pressing issues — often centered on major players like the US and EU. Fair waning: it’s not a comprehensive news digest, and MENA coverage is thin. That’s why you should listen to our podcast .

What The Intelligence does offer is access. The show draws on The Economist’s global correspondents, whose connections bring interviews with prime ministers, senior officials, and Nobel laureates. Hosts Jason Palmer and Rosie Blau guide each episode through three news stories, with specialists breaking down what’s happening and why it matters.

For example, in one episode, Middle East correspondent Gregg Carlstrom explains how the current Iranian protests differ from 2022’s social unrest. This time, it’s economic, he claims — currency collapse, record inflation, and unemployed young men directing their anger at the regime, spurred on by calls from the exiled Shah.

And why is Israel paying attention to it? A later episode features Israel correspondent Anshel Pfeffer and excerpts from his interview with Israeli Prime Minister Benjamin Netanyahu. Pfeffer unpacks why Israel thinks the unrest could spiral into another conflict between the two countries. With Trump threatening strikes and the US-Israel alliance tighter than ever, Iran could retaliate by launching missiles at Israel.

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ears to the ground Enterprise Recommends podcast worth a listen

Sports

Morocco vs. Senegal in the AFCON 25 finals

⚽ Who will be crowned the kings of African football? The Moroccan national team faces off against Senegal in the highly-anticipated final fixture of AFCON 2025. Both teams have their eyes on the prize, with hopes of securing their second-ever title after a strong performance throughout this year’s tournament.

While this marks the first time these two teams have met in an AFCON final, they have faced each other 32 times previously; Morocco holds the upper hand with 18 Ws compared to six for Senegal, while seven matches ended in a draw.

The match kicks off at 9pm and will be broadcast on BeIN Sports MAX 1.

AND- European League fixtures on our radar:

Newcastle vs. Wolverhampton — Premier League (4pm, watch on BeIN Sports 1);
Atlético Madrid vs. Alavés — La Liga (5:15pm, watch on BeIN Sports 3);
Aston Villa vs. Everton — Premier League (6:30pm, watch on BeIN Sports 1);
Barcelona vs. Real Sociedad — La Liga (10pm, watch on BeIN Sports 1).

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Football sports

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Mark Your Calendar

JadaL’s Mahmoud Radaideh goes solo

? JadaL’s Mahmoud Radaideh is taking the stage at CJC 610 for a solo performance this Saturday, 24 January. Expect heartrending lyrics and electrifying guitar work from the alt-rock pioneer — tickets are available on Cairo Jazz Club’s website.

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GO WITH THE FLOW

What the markets are doing on 18 January 2026

The EGX30 rose 1.4% at today’s close on turnover of EGP 2.8 bn (47.8% below the 90-day average). Regional investors were the sole net sellers. The index is up 5.1% YTD.

In the green: Egypt Aluminum (+6.6%), Credit Agricole (+6.2%), and Raya Holding (+6.2%).

In the red: Telecom Egypt (-0.4%) and Orascom Development (-0.4%).

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EGX Go with the Flow

Our weekly look at the issues, trends, and policies that are shaping Egypt's manufacturing industries.

Published every Sunday in EnterprisePM.

Read Inside Industry

INSIDE INDUSTRY

The localization push: A new formula for the Egyptian pharma industry

? The Egyptian pharma industry has evolved beyond robotic fill-and-finish operations into deep manufacturing and biotech localization. Recent data and corporate earnings reveal a radical pivot toward slashing the national pharma import bill. By localizing specialized segments — including oncology drugs, insulin, genetic vaccines, and pharmaceutical ingredients — Egypt is positioning itself as a regional manufacturing powerhouse.

Egypt has begun manufacturing targeted oncology treatments — a move requiring significant capital and long-term commitment. Eva Pharma has inaugurated a European-certified industrial complex with an annual capacity of 22 mn units — some 60k units/day — exceeding local demand and paving the way for exports. The company has developed 18 specialized oncology drugs, seven of which are already on the market, according to CEO Riad Armanious.

The lineup includes the first local biosimilar for a leukemia treatment — previously a USD 44 mn import bill — and a local alternative to the lung cancer drug Tagrisso, which costs USD 14.4 mn annually to import. Local production has slashed patient costs from c. EGP 200k to an average of EGP 57–59k for local alternatives, saving the state bns in subsidized healthcare and ins. costs, according to Armanious.

Eva Pharma has also inked a deal with Switzerland’s Roche to localize themanufacturing of immunosuppressants for organ transplant patients at its 10th of Ramadan facility, targeting exports to emerging African markets.

In collaboration with US pharma giant Eli Lilly, Eva Pharma is also producing InsulinGlargine locally. The project aims to turn Egypt from an importer of 6 mn doses annually to an exporter of 74 mn doses. The company has MoUs with 56 countries and targets USD 100 mn in insulin by 2030. Kuwait’s Ali Alghanim & Sons Group is also exploring setting up an insulin factory in Egypt in partnership with foreign firms.

AND- Egypt is doubling down on high-tech vaccines. In February, Eva Pharma partnered with France’s DNA Script and Belgium’s Quantum Biosciences to produce mRNA vaccines at an annual volume of 100 mn doses. Operations are expected to begin this year, initially serving the domestic market before venturing into exports. Once the tech transfer is complete, Egypt would be equipped to produce vaccines for any current or future viruses without needing sub-zero cold chain storage, Armanious tells us.

Egypt currently imports over 90% of its raw materials and active pharma ingredients (APIs), leaving the industry vulnerable to FX fluctuations and supply chain disruptions, Egyptian Drug Authority (EDA) head Ali El Ghamrawy told EnterpriseAM. Last week, Arab API broke ground on an EGP 7.7 bn (USD 165 mn) facility in the SCZone — the first of its kind in Egypt. The 96k-sqm plant is set to produce APIs and intermediates, with plans to export to India. A Chinese firm is currently in talks with the EDA to establish an additional local API plant, El Ghamrawy previously told us.

With the African pharma market expanding, Egypt has its eyes set on becoming a regional hub for raw materials. As of now, local API production covers only 8-10% of domestic needs, Eipico chairman Ahmed Kelani said, adding that he estimates the sector requires approximately 60 additional factories to fully bridge the gap.

The SCZone is increasingly positioning pharma as a pillar of its industrial strategy. In December, Ateco Pharma inaugurated the second and third phases of its Ain Sokhna facility, using advanced Swiss-German technology from Rommelag to double production capacity for intravenous solutions and injectable ampoules. The expansion, slated for full operational rollout in Q1 2024, cements Ateco’s position as Egypt’s leading exporter of medical solutions, with a footprint already spanning 13 countries.

Beyond Ateco, the SCZone is hosting a cluster of high-value projects, including the USD 220 mn GennVax vaccine and serum facility.

Looking ahead, Egypt’s pharma pipeline remains robust. The government has reportedly received inquiries from seven global pharma giants looking to expand locally this year, either by leveraging the Gypto Pharma (Medicine City) hub or via partnerships with domestic investors. These ventures are expected to bring in at least USD 500 mn in fresh capital to establish five new factories. While details on the firms and their production targets remain under wraps, the interest underscores Egypt’s growing appeal as a regional manufacturing base.

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industry INSIDE INDUSTRY Manufacturing pharma

THE ENTERPRISEPM ENTERTAINMENT CALENDAR

?️ JANUARY

21 December - 18 January (Sunday-Sunday): The Stadium at District 5.

21 January (Wednesday): Black Theama x Wust El Balad at CJC 610.

21 January - 3 February (Wednesday-Tuesday): Cairo International Book Fair.

22 January (Thursday): Tablet El Sitt in Downtown at Hilton Cairo Grand Nile.

22-24 January (Friday-Thursday): El Sett Art exhibition at Cinema Radio.

23 January (Friday): Cairo International Book Fair opening ceremony.

23 January (Friday): Saad Eloud at Hilton Cairo Grand Nile.

23 January (Friday): Amr Selim at Cairo Opera House, Zamalek.

24 January (Saturday): Mahmoud Rodaideh at CJC 610.

25 January (Sunday): January 25th Revolution / National Police Day.

30 January (Friday): Cairo Marathon normal registration ends.

31 January (Saturday): Eyad El Mogy: El Sabt El Momtaz - The Last Dance at Hilton Cairo Grand Nile.

FEBRUARY

6 December - 15 February (Saturday-Sunday): Cairo Prints at Cairopolitan in Garden City.

6 February (Friday): Cairo Marathon at Heliopolis, Merryland Park.

11-15 February (Wednesday-Sunday): Animatex at AUC Tahrir Square.

17 February (Tuesday): First day of Ramadan (TBD).

MARCH

20 March (Friday): Eid Al-Fitr (TBD).

APRIL

2 April (Thursday): Hany Shaker at Theatro Arkan.

13 April (Monday): Sham El Nessim.

25 April (Saturday): Sinai Liberation Day.

MAY

1 May (Friday): Labor Day.

26 May (Tuesday): Arafat’s Day.

JUNE

16 June (Tuesday): Islamic New Year.

30 June (Tuesday): June 30th Revolution.

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