ABOUT FOOD WORKS
Food Works is Alaa Mamdouh
Alaa Mamdouh is an F&B Brand Creator and Food Business Consultant with a track record of developing and launching 75+ F&B brands. He specializes in transforming ideas into distinctive, fully developed, and market-ready food businesses.
His work spans the full journey of F&B brand creation — from concept development and brand positioning to product development, operational planning, and launch execution. His approach combines creativity with commercial and operational expertise, ensuring that every brand is distinctive, practical, scalable, and built for long-term success.
Alaa is the Founder and CEO of FoodWorks Co., an F&B consultancy built around a hands-on approach to brand creation and business development. FoodWorks is the first F&B consultancy in the region to implement a Sustainable Partnership Model, working closely with clients beyond traditional consultancy to build stronger businesses and support their long-term growth.
The impact, in numbers
The impact, in numbers
- 75+
- F&B brands developed and launchedEgypt, KSA & UAE
- 1,200+
- Chefs graduated and placedCulinary Training Centers, Egypt
- 30
- Courses and talksto around 760 attendees
- 3
- Markets servedEgypt, Saudi Arabia, UAE
Figures from Alaa's professional portfolio and bio.
HIS STORY
From training chefs to building brands
Throughout his career, Alaa has contributed to the development of F&B concepts across Egypt, Saudi Arabia, and the UAE, working across different segments of the industry and combining market understanding, product development, commercial strategy, and operational execution to bring brands successfully to life.
Before focusing on F&B consultancy and brand creation, Alaa built a strong foundation in the hospitality industry, gaining significant experience in Human Resources and Training within international hotel chains. His career later expanded into culinary education and professional development, where he became one of the key developers of Culinary Training Centers (CTC) in Egypt.
Over the course of eight years, Alaa played a key role in managing and developing CTC, contributing to the training, graduation, and employment of approximately 1,200 professional chefs. This experience gave him a deep understanding of both people and operations — expertise that continues to shape his approach to building successful F&B businesses today.
Today, Alaa’s work is centered around one clear objective: creating F&B brands that are built to perform — creatively, operationally, and commercially.
How that was built
Before 2010
International hotels
Before 2010
International hotels
Human resources
An hotelier first, handling human resources across several international hotels — which is where the habit of solving a kitchen through its people comes from.
2010 — 2018
Culinary Training Centers (CTC), Cairo & Luxor
One of the main developers, then manager
Helped build the centres from 2010 and managed all of them from 2015, supervising the graduation and employment of about 1,200 chefs, and building connections with chefs inside and outside Egypt.
Eight years
Monappetit Culinary & Hospitality Academy
Co-founder & managing partner
Introduced a new generation of certified chefs and culinary trainers, turned the academy into an organisation offering food services rather than courses alone, and opened several restaurants as a food services consultant.
Now
Food Works
Founder
A food and beverage consultancy working with clients under a sustainable partnership model, from the first idea through to a team running the kitchen without us.
Rooms, stages and kitchens
Summits, training rooms and product work — the parts of the job that happen in front of people.
On a panel at an industry summit 
Speaking at a food and beverage summit 
A session with a room of operators 
A summit appearance, cut for the feed 
Product work, filmed for the food business audience
What the consultancy covers
Food Works works with food and beverage projects on all of it, and a client takes as much or as little of it as the project needs.
See the two services- Concept creation and development for F&B projects and restaurants
- Recipe and product development
- Operational business planning
- Training and qualification programmes for F&B staff
- Financial planning, cost structuring and pricing strategies
- Marketing solutions and brand development for the food sector
Still teaching
Thirty courses and a run of private ones for companies, around 760 attendees between them, plus talks at summits and corporate events — and an ongoing run of educational content on the food business for owners who are not clients yet.
Kitchens he has worked with
A selection from 75+ brands across three markets.
Work with Alaa directly
One paid hour, booked on its own, or the full four-phase build quoted per project.