Interview with David Buttress, Board Member at elmenus and Amir Allam, CEO & Founder of elmenus

elmenus – Egypt’s largest food discovery and ordering platform – announces David Buttress, the former CEO of Just Eat, is joining the board, and investing in the company. It is the largest personal investment David has ever made and also his first investment in the Middle East or Africa.


How is elmenus different?

What is different about elmenus is that it’s not just an online food delivery app, it’s a comprehensive food discovery platform where users can explore dishes from 10K restaurants in a personalized and social experience. Furthermore, elmenus is continuously working on being a strong local partner to restaurants by providing them with tools to take control of their marketing efforts and help them reach their most relevant target segments while helping them scale their business. Moreover, with very little funding, elmenus was able to grow closer to profitability, a feat that is relatively hard to achieve in the food delivery space at this stage.




What have you learnt?

In the short time I’ve spent with elmenus, I’ve come to learn that it’s a fantastic business led by a world class team that understands the customer and is knowledgeable of the local market. In less than two years, the team was able to acquire a significant market share upon launching elmenus’ online delivery service to become the fastest-growing online food ordering in Egypt. With a focus on the unique local market challenges from both the restaurants and user perspective it will always have a higher ground vs. global competitors. In a country where people can practically order anything, I believe there is a great market opportunity for the company to grow and further expand both, locally and regionally.


What are the plans for growth for elmenus?

Having demonstrated a growth in revenue by 300% in 2020 since delivery increased drastically in light of the COVID-19 challenges and more restaurants outsourced their delivering operations, the company is expected to grow 10x in 2021 as it upscales its product and restaurant offerings. With the new funding rounds elmenus is attracting, it plans on acquiring a bigger share in the Egyptian market in the coming 18 months, as well as being a stronger partner for restaurants and enriching their social and personalized dish discovery experience. Furthermore, elmenus plans to become the go-to food app for all dining decisions and expand its services in the MENA region.