Opening a Restaurant

e7na ma3ak

We Consult

we’re bringing years of industry expertise to your table. and proof that our work works

n less than 18 months, we’ve turned a boot-strapped covid-launched family-run hole-in-the-wall into one of the world’s top 10 neapolitan pizzerias outside italy, and as of 2022 ranked as the 100th best pizzeria in the world by 50top pizza, the world’s quintessential pizza standard.

(without ever spending a dime on advertising, sponsored posts, or influencers!)

when you’re working with us, you’re officially in good hands.


duston adma ltd.




dareen akkad

Co-Founder Duston Adma Ltd.

Dareen’s experience in F&B spans almost 20 years over three continents, involving different facets of the industry. It includes extensive FoH and BoH operations in franchise cafés, bars and restaurants in Canada and the UK, followed by years of advertising industry experience at global network agencies in the GCC. She’s worked in front of as well as behind the scenes for some of the world’s largest F&B brands.

She has a thing for languages and can communicate comfortably in English, French, Arabic, Spanish and Italian.

Obviously, avid cook and baker.

Arabic-language AVPN Instructor and the first Arab Female AVPN Head Pizza Chef.

Responsible for Recipe and Technical Development, Product Sourcing, Menu Engineering, Quality Assurance, Marketing and Communication, and FoH Service Standards.

ahmed helmy

Co-Founder Duston Adma Ltd.

With over 25 years of business strategy, branding, advertising and design experience in the GCC and Europe - Helmy has helped evaluate, localise and launch several major F&B franchise operations in the GCC.

Beyond F&B, he brings top-level brand and business strategy experience spanning multiple industries including automotive, aviation, telecommunications, oil & gas and banking.

Obviously, avid about good food.

Responsible for Business Development, Planning and Strategy, Financial Modeling, Operating Procedures, Brand Strategy, Visual Communication and IT Systems.

we know our sh*t.

we know food.

Whether you want to make a Neapolitan Pizza or a New York Hot Dog, we can help bring your concept to reality.

we know business.

Aside from our own venture, we’ve worked with industry leaders, from Coca Cola to Pizza Hut, and helped develop effective deployment strategies in the MENA region.

we speak your language

We mean it in more ways than one. We have the cultural insights and sensibilities required to operate a successful venture across the Arab market.

look who we’ve worked with!


and so many more…

how can we help?

do you have a concept?

We have the experience, connections and skills necessary to help you explore the viability of your concept or grow an existing business.

  • Business modeling
  • Financial forecasting
  • Menu prototyping
  • Operational insights
  • Brand development
  • Communication strategy

do you have money?

Investing in F&B is as old as time itself. We have a repertoire of market-tested, affordable and versatile concepts ready to be brought to life.

  • Business planning
  • Opportunity analysis
  • Concept creation
  • Menu development
  • Brand strategy

wherever you are in the world, we’d love to work with you!

We’re currently based in Cairo, Egypt - but can travel visa-free almost anywhere. In any case, covid proved that many things can be done remotely!

Get in touch with us today by email: