Redefining Hospitality with Esca: Ahmed Heggy’s Journey from Family Retail to Culinary Excellence
Ahmed Heggy, the visionary behind Esca Hospitality Group, has revolutionized the restaurant scene in Cairo, Egypt. As the founder of Esca Hospitality Group, Heggy has redefined the dining experience in Egypt and set a new standard for contemporary cuisine and innovative restaurant design. With a unique blend of cultural influences from his time in London and Dubai, Heggy identified a significant gap in the Egyptian market for high-quality, non-hotel dining options. Since launching his first restaurant in 2017, Heggy has embarked on an extraordinary journey of growth, learning, and adaptation, expanding his empire to multiple locations across Cairo and beyond. With establishments like Esca Heliopolis, Esca Terrenal, Esca Cueva, Esca Events, Freya by Esca, and Esca Beach Club, his journey is a testament to resilience, innovation, and an unyielding passion for hospitality. In this exclusive interview, Heggy shares his experiences, challenges, and plans.
From Retail to Restaurants: Heggy’s Initial Steps
Ahmed Heggy’s career began in the family retail business immediately after he graduated. This initial experience laid a solid foundation for his understanding of business dynamics. “However, I always had a passion for food and people, which led me to start my own restaurant business. I lived in London and Dubai for several years, and their vibrant hospitality scenes inspired me. When I returned to Egypt, I noticed a significant gap in the market. There were no good restaurants, only fine dining establishments within hotels. I wanted to fill this gap and offer a unique dining experience, which led to the creation of Esca.” Heggy recalls. This realization sparked his entrepreneurial spirit, and Esca Hospitality Group was born.
The first Esca restaurant opened its doors in Heliopolis, Cairo. It was a modest 300 square meters, including the dining area. Despite its size, it was a bold statement in the local dining scene. We asked Heggy about the interiors and he said,
“I chose a parametric design for all my restaurants. There are no sharp edges, rectangles, or squares. Everything is natural and organic, which creates a positive vibe. No other restaurants in Egypt have such a parametric design, now others are copying us. We are a contemporary dining restaurant. We maintain the quality of fine dining while organically presenting dishes. We use high-quality organic ingredients and serve street food with the same commitment to quality. Everything was natural and organic.” he explains.
Heggy’s dedication to authenticity extended beyond design. He was committed to serving high-quality, organic ingredients, blending the essence of fine dining with the simplicity of street food. This combination resonated with customers, setting Esca apart from its competitors.
Overcoming Challenges and Expanding Horizons
Heggy’s educational background, a double major in Finance and Innovation from the German University Cairo, coupled with self-enhancement courses from London, provided a solid foundation for his entrepreneurial journey. However, he firmly believes in the trial-and-error method over formal education. “I was not a clever guy in college,” he admits, “but I love to listen, and that’s the key to my success.”
Heggy’s journey was not without challenges. We asked him to share the challenges he experienced while doing this fine dining business,
“Egypt was in the midst of an economic crisis when Esca launched. The high exchange rate discouraged international travel, keeping locals at home. This turned out to be a blessing in disguise for Heggy. People stayed in Egypt and explored local dining options. This increased our customer base despite the economic downturn,” he smiled and said how negativity turned to be positive in his business.
One of Heggy’s key strategies was focusing on customer feedback. He often introduced himself as the marketing manager rather than the owner to elicit honest opinions. “I like to listen. Listening means not just hearing but understanding the customers. Their feedback was crucial in refining our offerings,” he emphasized the importance of getting real feedback.
Heggy told us about another challenge, “Educating the staff was another hurdle. The local mentality in Egypt was service-oriented but lacked the warmth and passion that I believed was essential in hospitality. I instilled in my team the importance of serving with love and pride. I always tell my team to serve our customers with their heads up. They are not slaves but professionals who should take pride in their work,” Heggy asserts.
Three years after opening the first Esca restaurant, Heggy was ready to expand. The second restaurant opened in New Cairo, significantly larger at 700 square meters. This was followed by a third establishment in New Giza, spanning 1,000 square meters. Each new restaurant was a learning experience, allowing Heggy to perfect his business model.
Heggy’s attention to detail and commitment to quality did not go unnoticed. Esca received the World Luxury Restaurant Award, a testament to its exceptional dining experience. Despite the recognition, Heggy remained humble and focused on continuous improvement.
Looking ahead, Heggy has ambitious plans for Esca. “I’m addicted to this business. I love dealing with people every day and entertaining them. In the future, I want to expand globally,” he shares. Discussions are already underway for potential locations in Dubai and Athens.
Heggy’s advice to aspiring entrepreneurs is simple yet profound: don’t give up. “Good things will happen at the end. I struggled a lot, but persistence paid off. I’m addicted to this business because it’s about people serving people and creating memorable experiences,” he emphasizes and concludes this conversation with this remarkable advice.
Heggy’s story is a compelling reminder that true success comes from listening, learning, and leading with passion. As he continues to expand Esca’s horizons, his journey will undoubtedly inspire many aspiring entrepreneurs to follow their dreams and transform their visions into reality.
