Wooing two markets
In Egypt, there are two kinds of Chinese cuisine: the restaurants in popular hotels and high-end neighborhoods and the stalls in popular shopping malls where Chinese food is sold as affordable fast food. Chinese fast food joints like Panda House and Canton are popular chains, giving KFC and Mcdonald’s a run for their money in malls like the Mall of Arabia, Citystars and Festival City Mall.
While Panda House originated from China, then went to the United States and also came to Egypt, Canton belongs to a Saudi Arabian company. Both have a lot of customers and as a result of their success, have begun to expand into many commercial centers. However, they don’t have Chinese chefs.
Yan Ruixiang said Chinese cuisine is unique with a long history. “It varies from north to south and from east to west. We care about details like color, smell and texture. All meals must be fresh, light and healthy,” Yan Ruixiang explained. “Chinese cuisine is unique in its ability to maintain important nutrients in food during cooking, and this is in line with the current global trend of following healthy eating habits with a close connection to nature.”
Mahmoud Kedr is a 50-year-old Egyptian chef at the Sheikh Zayed City branch of Peking. “I have been working here for more than 25 years,” he said. “The majority of our customers are people between 20 and 40 with women outnumbering men. Nearly 80 percent of our patrons are Egyptians and the rest expats and tourists.”
Kedr pointed out how Chinese food is suitable for different palates: “You can eat it grilled, fried or boiled. Some like the smoked dishes and some the steamed ones. The dishes can be hot or cold with a variety of sauces.”
He noted that a Chinese chef comes from China every six months to teach the Egyptian chefs the latest food trends. Also, sometimes the Egyptian chefs travel to China. Besides, every six months there is an in-house contest among the chefs. The winner’s dish is introduced in a special menu and if the customers like it, it is added in the principal menu. The 10 Peking restaurants have over 500 employees altogether, most of whom have been with the restaurant for nearly 25 years.