Breaking baladi bread with Zooba CEO Chris Khalifa (Ep 15)

Zooba sells taamiya, not falafel. When Chris Khalifa launched Zooba in 2012, the goal was to elevate Egyptian street food from cheap, delicious, everyday sustenance to a global brand. By 2020, Zooba’s value proposition had already shaped a loyal following at home and abroad with branches in Egypt, a franchise agreement in the GCC, and a New York outpost — opened just before covid-19 hit.  Chris talks to us about what it takes to change people’s perception on how much street food should cost through the power of a strong brand. We discuss introducing new food to foreign markets, teaching Westerners how to say Taamiya, and how Zooba survives economic crises.   ** Subscribe to Making it here for free https://bit.ly/35lugvb. ** Subscribe to Enterprise, our 6am briefing on business, finance and economics in Egypt (also free) at www.enterprise.press.   Making It is grateful for the generous support of: CIB, Egypt’s number-one private-sector bank and the partner of choice for CEOs and leaders of businesses at all stages of their growth stories The United States Agency for International Development, which has a 40 year history of inspiring Egyptian success in partnership with the Government and people of Egypt. You can check out Zooba here: www.zoobaeats.comSee omnystudio.com/listener for privacy information.