Batates & Zalabya: 20 Years of Happiness

Ahmed Samir Ragab, Food Marketer, Founder & MD of Food-Xperts

Batates & Zalabya started from a heart full of love… and only then were the plans drawn. Yes, it began from the heart.

Back in 2005, Aly Badawy, founder of Batates & Zalabya, and Khaled, his partner and managing director, with a vision, heart, brains, and muscle—decided to create something that everyone loves. Potatoes and zalabya, straight from the heart.

It started with a promise: “We’re going to create something that brings people Happiness… with hot, crispy fries, fresh zalabya, and smiling team faces.”

A place where Happiness is served first. A place you’d want to return to, again and again. And they said it loud and clear: “Happiness Lives Here.” إحنا بتوع السعادة

These days, Stability & Sustainability has become one of the greatest achievements— a true measure & KPI of a company’s strength.

To survive and grow for 20 years… Under macroeconomic pressures of rising costs, raw material shortages, shifting economies, and ever-changing profitability metrics— where no element in the profit-and-loss sheet remains stable: rent, wages, supply chains, marketing costs….

And yet, Batates & Zalabya stayed steady. Focused on the customer—with love. Focused on quality—with knowledge, science and commitment. Focused on spreading Happiness and being present wherever possible. And most importantly—focused on a team that genuinely cares for one another.

What people don’t always know is… Batates & Zalabya lives by something called the ” Code of Manhood values “

An internal code of honor. A way of life lived by everyone in the company. Not just printed on a wall—but etched into how they work together every single day.

“The Code”

The ungrateful person who takes good and returns harm—he has no place here. But the one who meets good with more good and great ? That’s our kind of person.

The customer is always the most important. They chose us. They could’ve gone anywhere else, spent their hard-earned money elsewhere… So it’s our duty to give them the product they deserve, served right, 100%. And on top of that—warm hospitality, cheerful service, and a good mood. No one leaves without a smile.

Your coworker? They’re your partner. Your brother. You lift each other up. That’s the bond between us—in and out of work.

This company is your second family. your backbone. You’re not just an employee—you’re a co-creator and partner of success. You carry its name, and it carries you.

Your right? Respect. Fair treatment. A workplace that teaches you how to shine. Its right? That you lift it higher with pride, and serve its customers with honor—because that’s your honor too.

Be generous. Be one of us.

Batates & Zalabya = Egypt’s Most cohesive Family.

Now in 2024… The small dream that started with one branch has grown to over 80 locations— yet the hearts are still the same. The same Happiness. The same generosity.

You can feel it in the way you’re greeted, in the kind words, in how teammates lift each other up, in the way the place feels more like a family than a company.

Aly Badawy still puts others first. He shares his experiences and lessons in management freely— passing them on to young entrepreneurs at every chance he gets.

Khaled continues to dedicate time to support other businesses, young dreamers, and even big companies looking for insight. The intention is still pure. The principle remains: “We succeed together… because success is better when it’s shared.”

And we’ve seen it— in his recent comment on a post we shared— a kind wish for a competing brand, written instantly, with warmth and grace. It’s what inspired this article.

Our Journey with Batates & Zalabya – From the Heart

We at Food-Xperts are grateful… to have had the opportunity to work with Batates & Zalabya.

Since 2018, we’ve been walking this journey with them— not with ready-made templates, but with deep listening, genuine analysis, and real partnership.

We studied the consumer in depth. Defined who the true Batates & Zalabya customer is. And of course, followed our proven path— starting with global and local market analysis, competitive benchmarking, then deep internal diagnostics that continue to this day.

We drew a strategic roadmap that protects the soul of the brand, but also opens the doors for growth and evolution. We worked on the product, the pricing, and most importantly: we develop the value proposition every single day.

And yes, it was a challenge. Despite our wide experience, we weren’t working with a traditional chain of dine-in restaurants.

We were working with a brand spread across the country— in diverse, compact, high-traffic locations: university kiosks, beach stalls, fuel stations, street carts, club branches… even roadside food trucks.

We crafted the brand’s visual identity from scratch— meticulously, with extensive market research backing every detail. Especially with a brand that speaks to such a broad and loyal customer base.

And the audience? They were waiting for it. They felt it.

Because the people who serve them zalabya like no other— would never offer them a copycat brand. That zalabya has no equal… and neither does the identity.

And since then, Food-Xperts has continued to support Batates & Zalabya— daily, with marketing, development, and insights. Internally, we say it all the time:

Food-Xperts × Batates & Zalabya = A Journey from Heart to Heart.

A Brand that Grows surely and Powerfully

Batates & Zalabya’s growth didn’t come from noise. No shouting. No gimmicks. No overworked messaging.

Its Brand Quality lies in its simplicity.

Because the things that come from the heart… always reach the heart.

And we promise— there’s more to come. Big things, Happy things, are on the way.