The three Cairo Airport stores bring MZB Group’s total presence in Egypt to nine outlets | Photo credit: Segafredo Caffè

Massimo Zanetti Beverage (MZB) Group has launched its new Segafredo Caffè brand in Egypt with three stores at Cairo Airport.  
 

The Bologna-based holding company said it will also introduce the ‘refreshed’ café concept to Cairo’s new Sphinx Airport within the next 12 months. 

MZB Group describes Segafredo Caffè as a ‘casual modern take on the authentic Italian cafè’, supported by the ‘global recognition’ of the wider Segafredo brand. Its menu combines Segafredo’s Italian heritage with ‘local tastes’, it added. 

The Bologna-based holding company said it will also introduce the café concept to Cairo’s new Sphinx Airport within the next 12 months. 
 

Segafredo entered the Egyptian market in 2007 and operates Segafredo Zanetti Espresso cafés in high street and airport locations. The three stores at Cairo Airport bring the brand’s total presence in the country to nine outlets. 

Segafredo Caffè will be operated in Egypt by MZB Services, MZB Group’s franchising division. 

“This expansion represents not just growth, but [is] testament to the enduring love for quality coffee amongst Egyptians and travellers alike. We’re elated to serve our blends to an even wider audience under our exciting and welcoming new Segafredo Caffè brand,” said Csaba Salamon, CEO, MZB Services. 

Egypt is the fifth largest branded coffee shop market across the Middle East and North Africa region, with approximately 580 stores. World Coffee Portal forecasts the total market will reach 831 outlets by 2027. 

MZB Group operates an international network of over 600 Segafredo Zanetti Espresso cafés. The holding group launched its Segafredo Caffé brand in Japan in January 2023 with two stores in Osaka and Fukaya. 

According to its website, the business plans to refurbish select Segafredo Zanetti Espresso cafés to the new Segafredo Caffé brand over the next few years. MZB Group has opened 20 Segafredo Caffe outlets to-date.