Having spotted a gap in Egypt’s lunchtime market, Waleed Abdelrahman set-up a healthy food delivery company called Mumm in 2015.
ADVERTISEMENTHaving spotted a gap in Egypt’s lunchtime market, Waleed Abdelrahman set-up a healthy food delivery company called Mumm in 2015.
He now teams up with more than a hundred home cooks, who prepare fresh meals which are delivered daily to people in the vicinity of Cairo.
“The idea came when we realised that the offering on the market is either affordable junk food or expensive clean food,” says Abdelrahman. “We thought, how can we provide the third alternative of nutritious food that is really affordable for everyone?”
Placing his order online, Khalid Hossam - who works for the software company Robusta – decides upon pasta for lunch. The dish is then cooked in the kitchen of a lady in neighbouring area, and ninety minutes later the food is delivered by bicycle to Hossam’s office.
“At first, I didn't like the idea of eating away from home - and away from my mother's food.” says Hossam, “But I thought I should give it a try anyway, and it turned out that the food wasn't that much different.”
Diana Emad is a regular Mumm employee, who signed up to the part time cooking scheme seeing it as an opportunity to generate an income from something she loves to do.
“It's such a great idea because there are too many women that are really in need of a job.” she says, “Mumm gives them a very good chance to work from their own house and get money.”
According to entrepreneur Abdelrahman, his home cooked business is gaining traction with 80% of sales being generated by repeat customers.
His strategy going forward, is to reduce delivery times whilst targeting more white-collar workers beyond Cairo’s city limits.