Egypt’s family entertainment sector is entering a new phase of growth following a major partnership that is expected to unlock investment, create jobs and strengthen the broader economy.
PMaestro, led by Founder and CEO Mohammed Mounir El-Ahwal, has partnered with Saudi Arabia’s Safari Group, headed by CEO Ali Al Sagri, to launch an integrated investment and operational platform for the global brand Chuck E. Cheese in Egypt. The project is valued at approximately EGP 2 billion (approximately US$39 million) and will operate through a newly formed entity, CEC Egypt Holding.
The initiative is designed to go beyond a standard franchise rollout. It introduces a structured investment platform that combines strong corporate governance, modern management practices and a flexible funding model. This approach is expected to attract both local and regional investors while supporting Egypt’s efforts to increase foreign direct investment and drive economic growth.
At its core, the platform aims to deliver steady operating cash flows while also building long term value. Mohammed Mounir El-Ahwal explained that the model is built as “an advanced income-generating asset model, balancing stable operational cash flows with long-term capital appreciation, in line with global best practices in institutional investment management.”
A structured platform to drive investment and innovation
The establishment of CEC Egypt Holding marks a key step in formalizing and scaling the entertainment sector. The entity will oversee franchise operations and lead expansion plans across the country within a clear corporate framework that prioritizes transparency and efficient use of resources.
A notable feature of the project is its layered investment structure, which includes Special Purpose Vehicles. This allows a wider range of investors, including institutions and funds, to participate while spreading financial risk. It also creates an ecosystem where ownership is shared and funding sources are diversified.
El-Ahwal highlighted that the operational model combines centralized management with on-the-ground execution to ensure consistency and quality. He noted that the platform applies high standards of customer experience and uses technology as a key driver of efficiency and performance.
He said this approach will help “redefining Egypt’s family entertainment sector in a more structured and sustainable model,” while also creating opportunities for startups that support the sector through services, technology and supply chains.
The project also draws on Safari Group’s experience in Saudi Arabia, but it is not a direct copy. Instead, the model will be adapted to fit Egypt’s market dynamics, consumer behavior and economic environment. This localization is expected to improve success rates and ensure long term sustainability.
Nationwide expansion and economic impact
The partnership is built on a shared belief in Egypt’s growth potential. With a large population, rising demand for entertainment services and ongoing improvements in the investment climate, the country presents strong fundamentals for expansion.
Ali Al Sagri described Egypt as “one of the most promising markets in the region,” pointing to its population size, infrastructure and government efforts to support investors.
The expansion plan goes beyond Cairo, with a nationwide rollout of Chuck E. Cheese locations planned over the coming years. This strategy is expected to support balanced regional development and increase economic activity across different governorates.
The impact of the project is expected to be wide ranging. It will create hundreds of direct and indirect jobs, strengthen local supply chains and increase the contribution of the entertainment sector to Egypt’s GDP. At the same time, it will open new opportunities for entrepreneurs and small businesses that can plug into the ecosystem as suppliers or service providers.
El-Ahwal emphasized that the initiative represents “a qualitative leap toward building an integrated investment platform capable of attracting capital and maximizing economic returns,” adding that it will stimulate entrepreneurship and create new investment pathways in the Egyptian market.
Beyond its local impact, the partnership also reflects growing economic cooperation within the region. Al Sagri noted that the collaboration is an example of successful Arab–Arab partnerships that enhance cross border investment and support regional stability.
He added that the project marks the beginning of a long term investment journey in Egypt, built on confidence in the market and a commitment to contributing to sustainable development.
