Million Pound Menu is a show where culinary dreams collide with the harsh reality of running a restaurant under the spotlight. Originally a hit in the UK, the concept soon caught the attention of Innovative Media Productions (IMP), a leading Egyptian production powerhouse. They saw an opportunity in Egypt, a country brimming with culinary talent and a booming F&B startup scene, where bold ideas often struggle to scale beyond pop-ups. Bringing the show to Egypt was about more than creating television, it gave local restaurateurs a stage to prove that vision, creativity, and hard work could turn ideas into thriving businesses, even under pressure.
At the center of this journey is Foodics, the leading provider of restaurant management and financial tech solutions in the MENA region. As the official technology partner, Foodics provides the operational backbone for the pop-up restaurants, the key testing grounds for contestants’ concepts and potential investment opportunities. Its systems track orders, manage inventory, and give real-time insights, while also having their team on ground to support with the operations, that let restaurateurs focus on creativity, execution, and guest experience. For contestants already using Foodics in their own restaurants, this continuity brought confidence and stability.
Hird’s, the Nashville-style fried chicken brand, faced reality head-on during their first pop-up, with a queue longer than expected and the kitchen pushed to its limits. Foodics provided on-site support and real-time order tracking through their systems, helping the team stay organized and keep service running smoothly.
“Food has always been at the heart of our family,” says Ahmed Haridy, co-founder of Hird’s. “Having Foodics supporting us on the show gave us confidence, and combined with our planning, creativity, and teamwork, it helped us handle the rush and deliver what we envisioned.”
After the show, Hird’s took a strategic approach to growth. Partnering with investor Omar Fathy, they carefully scaled operations, optimized processes, and refined workflows. Foodics remained part of the journey, helping manage inventory, track stock movement, and monitor service flow, allowing the team to maintain consistency across locations, from Marassi Hub to food truck events, and prepare for their new branch in Mivida, all while preserving the vibrant experience that made Hird’s stand out.
Pastini followed a similar path. Focused on delivering authentic Italian pasta in Egypt, the team entered the show with a clear identity but faced operational challenges as demand surged. Foodics’ platform helped monitor performance and anticipate pressure points, while Yahia Medhat’s dedication, culinary skill, and operational planning ensured Pastini could scale successfully without compromising quality.
“Having Foodics on board was comforting,” says Yahia. “ Our growth was built on countless hours in the kitchen, refining recipes, and building a team that could execute consistently. The system empowered us to focus on delivering an exceptional experience for every guest.”
Pastini also secured support from investor Sameh El Sadat, agreeing on a deal that included five branches as a starting point, with concepts like Pastini On the Go and Pastini On the Shelf. This partnership laid the groundwork for turning Pastini’s pop-up success into a sustainable, expandable brand.
For both Hird’s and Pastini, Million Pound Menu Egypt offered exposure and momentum, while Foodics amplified their operational efficiency, allowing their vision, talent, and creativity to shine.
As the show enters its second season, contestants will continue to be tested on taste, operational skill, and their ability to scale under pressure. Pop-ups must perform as real businesses, satisfying growing crowds and impressing investors, with Foodics quietly supporting behind the scenes to help great ideas reach their full potential.
