Egypt’s Cilantro Appoints Mohamed El-Shazly as New CEO

Cairo-based coffee chain Cilantro recently made headlines by appointing Mohamed El-Shazly as its new Chief Executive Officer (CEO). In this pivotal role, El-Shazly is set to guide the company as it embarks on an ambitious journey towards significant sales growth and strategic market positioning. With a wealth of experience in operations and leadership, El-Shazly’s appointment signals a new era for Cilantro as it navigates the rapidly evolving coffee market in Egypt.

A Steady Rise Through the Ranks

Mohamed El-Shazly's journey with Cilantro began in May 2019, when he joined as Operations Director. His impact was almost immediate, showcasing a unique ability to implement operational efficiencies and improve customer experiences. By December 2022, his contributions had been recognized with a promotion to General Manager, a position that also placed him on the Board of Directors. This trajectory within the company illustrates El-Shazly’s steadfast dedication and leadership qualities.

Driving Digital Transformation

In a LinkedIn post following his appointment, El-Shazly emphasized his commitment to fostering innovation and modernity within the company. Under his guidance, Cilantro has made significant strides in digital transformation—modernizing its operations, enhancing customer engagement, and streamlining processes through technology. “It’s been an honor to be part of this journey,” El-Shazly expressed, highlighting the collective passion and dedication of the team. “Together, we’ve redefined what Cilantro stands for, building a brand that not only serves great coffee but also creates meaningful experiences for our customers.”

Facing Ambitious Growth Targets

Stepping into the role of CEO, El-Shazly is now tasked with advancing Cilantro’s ambitious goal of increasing revenues fivefold in the coming years. This goal aligns with the company's strategic vision to capture a larger share of the Egyptian branded coffee shop market, currently estimated at around 8%. This ambitious trajectory not only reflects the competitive nature of the coffee industry but also underlines Cilantro’s determination to remain a key player against larger competitors.

Overview of the Coffee Market

Founded in 2000, Cilantro has established itself as the third-largest branded coffee chain in Egypt, operating 61 stores across the nation. With global giants like Starbucks and McCafé taking the lead with 79 and 70 locations respectively, Cilantro aims to strengthen its market presence and capitalize on the burgeoning coffee culture in the region. The World Coffee Portal’s Project Café Middle East 2025 report suggests that the Egyptian branded coffee shop market, which comprises over 760 outlets, is projected to surpass 1,000 locations by 2029, indicating a ripe opportunity for growth.

Strategic Brand Differentiation

In an era where consumer preferences continually evolve, Cilantro has differentiated itself by focusing on local flavors and unique customer experiences. El-Shazly's vision as CEO will be to deepen this differentiation and expand Cilantro's offerings. While many competitors may focus on a standardized coffee experience, Cilantro seeks to embody local culture and flavors, enhancing customer loyalty and creating unique selling propositions within its cafes.

Plans for Expansion and Modernization

Expansion is a top priority for El-Shazly as CEO. He recognizes that in order to meet the growing demands of coffee consumers in Egypt, investing in both new locations and the modernization of existing outlets is imperative. This includes not just a fresh design aesthetic but also the functionality of stores to enhance customer experience. By creating a welcoming environment with modern amenities, Cilantro can better appeal to a broader base of coffee enthusiasts.

Cultivating a Thriving Corporate Culture

El-Shazly’s leadership philosophy emphasizes the importance of nurturing a cohesive and motivated workforce. Recognizing that employees are the backbone of any successful franchise, he is poised to place a strong emphasis on talent development, mentorship, and creating an inclusive workplace. By implementing enhanced training programs and encouraging open communication, El-Shazly aims to empower every team member, fostering a culture of collaboration that will directly contribute to Cilantro’s success.

Fostering Customer Engagement

Building on Cilantro’s existing foundation, El-Shazly intends to drive initiatives that enhance customer engagement. This could include loyalty programs, community events, and promotions centered around locally sourced products. The aim is to not only attract new customers but also to retain existing ones by creating lasting connections between the brand and its patrons. As the coffee shop landscape continues to evolve, customer experience will remain at the forefront of Cilantro's operations.

Conclusion

Mohamed El-Shazly’s appointment as CEO represents a significant turning point for Cilantro, positioning the brand for expansive growth and innovation in the competitive coffee sector. His background in operations and leadership amplifies the anticipation surrounding his ability to steer the company towards its ambitious goals. By fostering a culture of excellence and encouraging innovation, Cilantro is set to further establish its brand identity in Egypt’s coffee culture.

As the company sets its sights on the future, El-Shazly's leadership is expected to not only enhance Cilantro's market presence but also contribute to the overall evolution of coffee consumption in Egypt. With a strategic focus on customer experience, modernization, and employee development, Cilantro is poised for a promising new chapter, as it aims to elevate its status within an increasingly sophisticated market.

Through its commitment to quality and authenticity, Cilantro under El-Shazly’s guidance is set to redefine what it means to be a coffee connoisseur in Egypt, striving to create meaningful and memorable experiences for its customers while capturing significant market share in the years to come.