Conversation with Belal Zahran – MasterMinds

Today on MasterMinds, we meet a regional business leader who is driving the growth of some of the fastest-scaling tech companies in the Middle East. Belal Zahran, International Managing Director (UAE & Egypt) at Foodics, has built a career that blends strategic vision with hands-on execution — transforming SaaS and fintech innovation into powerful engines of commercial success.

Belal specializes in taking technology from concept to market leadership. With deep expertise in go-to-market strategy, operational scaling, and revenue acceleration, he has helped SaaS startups break into new markets, build high-performing teams, and achieve sustainable, fast-paced expansion across the region.

His journey reflects a mindset rooted in momentum and clarity — where growth is engineered, opportunities are captured with precision, and technology becomes a catalyst for real-world business impact. Whether leading market expansion or shaping strategic partnerships, Belal believes the future belongs to companies that combine innovation with flawless execution.

My professional journey began in the banking sector, where I spent four years working at CIB and HSBC. At that time, starting a career in banking in 2008 was a dream for many young professionals, and I was fortunate to be part of that industry. The banking sector instilled in me several core values and principles that stayed with me throughout my career.

I learned the importance of processes and policies, and that success often comes from consistently performing the same routine tasks with discipline. Whether I liked the task or not, I had to perform it with the same level of efficiency, and this taught me a strong sense of discipline.

In 2012, I joined Bayt.com. Many people saw this move as a risky decision, as I was leaving a stable banking job to join a startup. But in the bank, I felt like a small cog in a big machine. I aspired to build and run my own business one day, and I knew I would not learn what I needed in the banking sector.

At that time, the startup scene was emerging, and I was actively seeking opportunities there until I got the offer from Bayt.com. Although we operated out of a small apartment, I found exactly what I needed. Instead of doing the same task every day, I was constantly learning new things.

I grew quickly within the company and became a Business Manager in less than a year. I learned everything related to startups, and all that experience reflected strongly in my work at Foodics, where I achieved major success for the company in Egypt and later in the UAE.

Competition is extremely intense in the UAE, especially with the presence of companies offering high-quality technologies.

Customers there expect to spend one dirham and gain ten. Competition in Egypt is also growing stronger, but the main challenge in Egypt has been the economic conditions and customers’ mindset.

This has always been the ultimate goal behind working in startups. I strongly believe in working within startups and taking on responsibilities to gain the experience necessary to eventually build my own company.

We have plans across two main pillars: product and geography. We aim to expand in both. On the product level, we will introduce multiple new products next year—solutions that will be launched for the first time at a regional level.

Geographically, expansion is also a priority, and we have several partnerships that will help us achieve this. We have a strong plan for 2026, along with existing partnerships with banks and fintech companies.

I began my journey with Foodics in 2021 as General Manager for Egypt. I had ideas I wanted to test and implement, and I was given the space to do so. I learned a great deal and worked with diverse teams in Egypt, the UAE, and even Saudi Arabia.

The Egyptian phase was full of enthusiasm and challenges, especially given the economic situation at the time, including currency issues and the floatation. That phase required strong focus and flexibility. Later, I became responsible for both Egypt and the UAE, which allowed me to understand the differences between the two markets and manage them effectively.

We specialize in restaurant management technologies, and this must be supported by payment solutions. I believe that just as Foodics is the market leader in its core sector across the region, it will also become a market leader in financial technologies and payment solutions.

We have already taken concrete steps in Saudi Arabia and have plans for Egypt and the UAE through new partnerships and products that will elevate the customer experience.

I focus as much as possible on placing the right people in the right roles—a fundamental rule that cannot be compromised. People should be placed where they fit best, both for themselves and for the company.

My leadership approach is based on working hands-on and understanding the work thoroughly so that I can support my team. I strive to be fair and logical. Before moving to the UAE, some people warned me that the environment and cultures there were very different from Egypt.

But I did not change my management style. I maintain clarity in what I want to achieve, communicate information to the team properly, and ensure every team member understands their role. We are all colleagues, despite having different responsibilities, and I strongly respect the cultural diversity within the team.

In Egypt, we grow by thousands of clients every year, adding no fewer than 1,000 to 1,500 restaurants annually. The same applies to the UAE.

These two markets are among the fastest-growing for Foodics, alongside the strength of the Saudi market.

In Egypt, we managed to lead the market in record time and work with major brands. Foodics became the number one company in its sector. In the UAE, there was already an existing team before I joined, and that team helped us make significant progress despite the intense competition.

We achieved a higher market position last year, secured a large market share, and expanded strongly in places like Abu Dhabi, which represents 30 to 40 percent of revenues.

There are many essential skills, but the most important is to “know something about everything” while still being specialized in one area. Anyone building or managing a startup today must understand finance, marketing, and other functions.

They need to know enough about each field to manage effectively, while still maintaining expertise in one specialization. In addition, leaders need flexibility and strong social intelligence. Working within a team while also fulfilling a leadership role requires seeing things from different perspectives. Social intelligence also includes communicating with stakeholders, customers, internal teams, and colleagues. A company manager acts as the link between all of these parties.

Leaders must also stay updated with the latest technological advancements and tools, especially since automation means that three people can now do the work of ten. Knowing modern tools and technologies benefits both the team and the company.

There is a characteristic in the Egyptian market that becomes a challenge in the UAE. In Egypt, if you want to deliver a message to people, you can usually use one unified message.

But in the UAE, the situation is different. There are multiple cultures, each requiring a different communication style. Reaching each customer group requires a tailored approach. Additionally, the UAE market is highly mature and places strong emphasis on quality.

Expectations are extremely high, and if we do not meet those expectations, customers will not accept us. In Egypt, there is more tolerance and expectations are not as high, although we still strive to offer the highest quality possible.

I learned the importance of flexibility and being knowledgeable in areas beyond my core specialization, to perform my role in the best possible way. In my view, anyone working in startups needs to know “something about everything.”

I wanted to prove myself in a different environment and in a different way after my experience at Bayt.com. I was approached by Foodics, and I immediately felt it was the right place for me.

What caught my attention most was that Foodics is a comprehensive organization operating in the food and beverage sector, which is one of the strongest and most important industries in the region. I saw a promising opportunity in a strong company with advanced technological solutions.

My personal ambition at Foodics is to maintain my drive and energy, and continue working in the company with passion.

I want Foodics and its technologies to become an integral part of every restaurant, and always remain the first choice.