Egypt’s dining scene is set to gain two established Gulf restaurant brands through a new franchising partnership between TMR, a trade and retail company, and Kitopi, one of the Middle East’s largest food and beverage operators. The agreement brings Awani and Catch 22 to the Egyptian market for the first time, giving local diners access to a contemporary Levantine eatery and a modern social dining concept that have already built followings in Dubai, Riyadh and Bahrain.
The launch reflects a deliberate strategy to pair international brand experience with local market knowledge. TMR will oversee the introduction of both concepts in Egypt, beginning with Awani’s first branch at Street 12 Mall in New Cairo, with further openings planned in strategic locations. For consumers, the arrival of these brands means more variety in a market that continues to attract global hospitality investment.
What is Awani and Catch 22?
Awani is a contemporary Levantine eatery that brings together dishes from Syrian, Lebanese, Jordanian and Palestinian culinary traditions. The concept is built around familiar, shareable food presented in a modern setting, making it well suited to family meals and group dining. Its menu draws on the broad Levantine repertoire, which tends to appeal to diners looking for authentic flavors with a polished presentation.
Catch 22 takes a different approach, positioning itself as a modern social dining concept with international cuisine. The brand is designed for diners who want a lively atmosphere alongside a varied menu, and its Gulf locations have established it as a recognizable name in casual upscale dining. Together, the two brands cover complementary occasions: Awani for Levantine comfort food and Catch 22 for broader international tastes and social gatherings.
What stands out
Two complementary concepts under one partnership
Rather than launching a single brand, the TMR and Kitopi agreement introduces two distinct dining experiences at once. This gives Egyptian consumers a choice between Levantine specialties and international cuisine, and it signals confidence in the local market’s appetite for variety.
Proven Gulf track record
Both Awani and Catch 22 operate multiple branches across the Gulf region, including major hubs in Dubai, Riyadh and Bahrain. That existing footprint provides a track record that new market entrants often lack, and it suggests the brands have already refined their menus and service models.
Strategic first location
Awani’s debut at Street 12 Mall in New Cairo places the brand in a high-traffic, affluent area that suits its contemporary Levantine positioning. The choice of location indicates a thoughtful entry strategy rather than a scattered rollout.
Room for expansion
TMR has described the launch as the first step in a broader collaboration with Kitopi, with more distinguished brands expected to follow. For diners, that suggests a pipeline of new concepts rather than a one-off opening.
Who it’s for
Awani is likely to appeal to families and groups who enjoy Levantine food and want a comfortable, contemporary setting for shared meals. Diners who appreciate Syrian, Lebanese, Jordanian and Palestinian dishes will find a menu that speaks to those traditions, while those new to the cuisine have an accessible entry point.
Catch 22 suits a different crowd: friends, couples and professionals looking for a social dining experience with international options and a lively atmosphere. The brand’s Gulf presence suggests it is designed for casual upscale occasions rather than quick meals, making it a fit for evening outings and celebrations.
What makes it worth considering
The partnership between TMR and Kitopi brings together local retail and franchise expertise with a regional food and beverage operator of significant scale. Kitopi’s model has focused on helping brands expand efficiently, and TMR’s knowledge of the Egyptian market should help both restaurants adapt to local preferences. For consumers, that combination is a reasonable indicator of operational reliability.
The timing also matters. Egypt’s dining market has shown growing demand for international brands, and the arrival of two established concepts adds competition that tends to benefit diners through better service and menu quality. While new openings always require a settling-in period, the brands’ existing Gulf operations provide a baseline of experience that should support a smoother launch.
It is worth noting that specific menu details and service standards for the Egyptian branches have not yet been fully outlined, so diners should expect some local adaptation. That flexibility is generally a positive sign, as it suggests the operators intend to tailor the experience rather than simply replicate Gulf locations.
Verdict
Awani and Catch 22 represent a thoughtful entry into Egypt’s dining scene, backed by an experienced regional operator and a local partner with market knowledge. The pairing of Levantine comfort food and international social dining gives consumers two distinct reasons to visit, and the planned expansion suggests this is the beginning of a longer commitment to the market. Diners in New Cairo and beyond have good reason to look forward to the openings.
Frequently asked questions
Awani is a contemporary Levantine eatery serving Syrian, Lebanese, Jordanian and Palestinian dishes, operated by Kitopi and brought to Egypt by TMR.
Catch 22 is a modern social dining concept serving international cuisine, with existing branches across the Gulf including Dubai, Riyadh and Bahrain.
The first Awani branch is set to open at Street 12 Mall in New Cairo, followed by further locations across Egypt.
TMR, a trade and retail company, signed a strategic franchising agreement with Kitopi to introduce both brands to the Egyptian market.
TMR has indicated that Catch 22 and Awani are the first step in a broader collaboration with Kitopi to launch additional brands in Egypt.
