Alaa Mamdouh

Alaa Mamdouh is an F&B Brand Creator, Food Business Consultant, and the Founder and CEO of FoodWorks Co., with a career defined by a clear ambition: transforming food and beverage ideas into distinctive, commercially viable, and market-ready brands.

With experience behind the development and launch of more than 75 F&B brands across Egypt, Saudi Arabia, and the UAE, Alaa brings together creative thinking, product development, commercial strategy, and operational expertise to approach F&B brand creation as a complete business journey rather than a purely creative exercise.

His work covers the full lifecycle of an F&B concept, from developing the initial idea and defining its positioning to product development, operational planning, business development, and launch execution. By connecting these disciplines, Alaa focuses on creating brands that are not only distinctive in the market, but also practical to operate, scalable, and positioned for sustainable growth.

As the Founder and CEO of FoodWorks Co., Alaa has developed a hands-on approach to F&B consultancy that extends beyond traditional advisory services. FoodWorks was established around a Sustainable Partnership Model, allowing the consultancy to work closely with clients throughout the development of their businesses and remain involved beyond the conventional boundaries of consultancy. The model reflects Alaa’s belief that successful F&B businesses are built through collaboration, execution, and long-term commitment.

His understanding of the industry is rooted in extensive hospitality experience. Before establishing his career in F&B consultancy and brand creation, Alaa worked within international hotel chains, building expertise in Human Resources and Training. This early experience provided him with a strong understanding of organizational development, talent, and the people behind successful hospitality operations.

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 an eight-year period, Alaa played an important role in managing and developing CTC, contributing to the training, graduation, and employment of approximately 1,200 professional chefs.

This combination of hospitality, people development, culinary education, and business expertise has shaped Alaa’s distinctive perspective on F&B. He understands that a successful food business depends on far more than an appealing concept or strong visual identity. It requires the right product, a clear market position, efficient operations, capable people, and a business model designed to perform.

Today, through FoodWorks Co., Alaa continues to help entrepreneurs, investors, and businesses turn F&B ideas into fully developed brands. His approach combines creativity with commercial discipline and operational practicality, with every project driven by the same objective: creating food and beverage brands that are built not simply to launch, but to perform, grow, and endure.