Inside the bustling streets of Cairo’s Heliopolis, a meals trailer with vibrant purple outside aesthetics catches the eye amid the town sprawl of Skyline Plaza. That’s MIMA’S, a singular culinary haven that transforms the usual meatball proper right into a celebration of Lebanese and Egyptian heritage with a recent, world twist.
Based mostly by Mariam Safa, recognized affectionately as “MIMA”, the usual joint is a story of passion, perseverance, and the unifying power of meals.
From Firm Life to Culinary Calling: Mariam’s Journey
Mariam’s path to creating MIMA’S is as flavorful as a result of the dishes she serves. Born in Lebanon and raised throughout the UAE, Mariam spent a variety of her expert life throughout the financial sector, navigating the corporate world all through the Gulf states. However, beneath the numbers and conferences, a deeper passion simmered.
“I on a regular basis had this urge to run my very personal enterprise,” Mariam shares with Egyptian Streets, “and cooking was my outlet, my pleasure – one factor I nurtured whereas elevating my family.”
Mariam’s culinary roots trace once more to the small Lebanese village of Zebdine, the place she spent the summers collectively along with her grandmother, cooking with substances up to date from the earth; tomatoes from the yard, herbs from the hills.
“My mother’s kitchen was the heart of our residence,” Mariam recollects. “Meals was not merely sustenance; it was how we linked, how we welcomed people.” Years of web internet hosting family and buddies honed her skills. After intensive evaluation, Mariam decided that the meals and beverage enterprise in Egypt would welcome her concept with open arms.
And so, three years up to now, Mariam left the soundness of the finance sector for the uncertainty of entrepreneurship, taking a leap of faith pushed by a imaginative and prescient to share her love of meals with a model new viewers.
A Culinary Philosophy Rooted in Customized, Elevated by Innovation
Mariam’s culinary philosophy is a fragile dance between heritage and modernity. At MIMA’S, the meatball – usually known as Kofta Dawood Basha in Egypt, Keftedes in Greece, or Polpette in Italy – takes center stage. “It’s a dish with so many names and tales,” she says. “I wanted to honor that historic previous whereas making it up to date for at current’s palate.”
Her technique blends the comforting flavors of Lebanese and Egyptian residence cooking with updated twists. “Meals ought to actually really feel like residence,” Mariam explains, “nonetheless with a shock that retains you coming once more.” Prime quality is non-negotiable; substances are sourced every regionally and internationally to ensure authenticity and freshness. Her signature dishes replicate this ethos, drawing inspiration from her grandmother’s recipes and her private experiments throughout the kitchen.
MIMA’S menu is a testament to this philosophy, offering a wide range of dishes that stability familiarity with aptitude. The Loaded Potatoes with Meatballs costs EGP 180 (USD 6), a generous plate of fluffy mashed potatoes topped with succulent beef meatballs, rosemary, melted cheese, crunchy crackers, and a kick of jalapeño. A drizzle of MIMA’S Scorching Firecracker sauce brings a zesty, spicy edge that danced with the jalapeño’s heat. The rosemary added an aromatic depth, making each chew a satisfying interplay of textures and tastes. Rooster lovers can also benefit from this dish with each grilled or fried rooster balls as correctly.
For EGP 139 (USD 3), it’s possible you’ll indulge throughout the Beef Meatballs Sub; a handheld delight that features the equivalent toppings nonetheless drenched in a robust marinara sauce. This sauce was a revelation: rich, barely sweet, and utterly balanced, elevating the smoky spice of the meatballs. Completely different sauce selections, similar to the intriguing Cherry Jelly, hint at Mariam’s playful side, mixing sweet and tangy notes for a singular finish.
The menu extends far previous these highlights. Breakfast brings selections similar to the Omelette Egg Bun (EGP 40 – USD 0.5) and Falafel Sub (EGP 55 – USD 1), whereas appetizers embody the Lebanese Potato Harra (EGP 85 – USD 1.7), a spicy nod to Mariam’s roots. Desserts like MIMA’S Waffle (EGP 120 – USD 2.5) provide a sweet conclusion. Prices fluctuate from EGP 30 (USD 0.5) for drinks to EGP 180 (USD 6) for important dishes, making MIMA’S accessible however indulgent.
MIMA’S’ location may be an experience in and of itself and has a story. Mariam envisioned a contemporary, Airstream-inspired meals trailer – a rarity in Egypt’s meals truck scene. “We wanted it to be an announcement,” she says, “one factor that mirrored our persona.” Discovering a workshop in a position to bringing this imaginative and prescient to life was not easy. After months of wanting, she partnered with a neighborhood crew ready to experiment, ensuing throughout the placing stainless-steel trailer that now anchors MIMA’s identification.
Visiting MIMA’S, it’s clear that the sensible stainless-steel trailer, daring and unapologetic, mirrors Mariam’s spirited persona. Outdoor the trailer, the ambiance is warmth and alluring, with desk video video games like X-O, Dominos, and baby soccer (foosball) encouraging diners to linger. The soundtrack of Fairouz’s timeless melodies fills the air, evoking a approach of nostalgia that enhances the meals’s homey roots. “We wanted it to actually really feel distinctive nonetheless welcoming,” Mariam says, and she or he has succeeded.
A Imaginative and prescient for Growth With out Compromise
Launching MIMA’S in Egypt was a daring endeavor fraught with challenges. Egypt’s culinary panorama is rich nonetheless rooted in customized – assume koshari, shawarma, and falafel. Introducing an concept centered on meatballs, a dish a lot much less excellent throughout the native highway meals canon, required every braveness and creativity.
“It was sturdy to ship one factor new,” Mariam admits. “People love what they know, so we wanted to make them additional curious about Koftet Dawood Basha and current them it could very effectively be thrilling.”
Location was one different puzzle. Mariam initially eyed bustling hubs like Fifth Settlement and Zayed, nonetheless logistical and regulatory constraints led her to Sheraton, Heliopolis. “It was not our greatest alternative, nonetheless it grew to change into the correct place to start,” she shows. By means of these obstacles – market skepticism, design challenges, and web site setbacks – Mariam’s resilience shone, laying the groundwork for MIMA’S rising success.
“It’s an enormous market, nonetheless it’s typical,” she cautions. “You desire a clear method to interrupt by.” Sourcing worldwide substances will likely be robust on account of import challenges, and understanding native tastes is significant. “Study the market, be adaptable, and don’t give up,” she advises, her phrases echoing the willpower that constructed MIMA’S.
The challenges have been undoubtedly definitely worth the battle though. Since its debut, MIMA’S has cultivated a loyal following, with shoppers drawn to its authenticity and innovation. “They love the usual and the story behind it,” Mariam notes. Making an attempt ahead, she objectives of accelerating: new branches in Fifth Settlement and Sahel, a robust catering service, and broader provide selections are all throughout the works. “Growth is thrilling,” she says, “nonetheless we’ll on a regular basis maintain true to what MIMA’S is: clear, comforting, real meals.”
A Cairo Gem Worth Savoring
MIMA’S is a love letter to heritage, a conquer challenges, and a daring step into the best way ahead for meals entrepreneurship. In a metropolis the place culinary comfort normally sticks to the tried-and-true, MIMA’S dares to face out, reimagining a standard dish with creativity and care.
Whether or not or not you’re a meatball fanatic or simply craving one factor completely totally different, MIMA’S delivers a memorable experience. As Mariam locations it, “Bites inform a story,” and at MIMA’S, these tales are as delicious as they’re unforgettable.
MIMA’S in Three Phrases: Daring, Warmth, Real
Location: Skyline Plaza, Sheraton, Heliopolis
Observe: @MIMASegy on Instagram
Keep forward of the curve with Enterprise Digital 24. Discover extra tales, subscribe to our e-newsletter, and be part of our rising neighborhood at nextbusiness24.com
