Saudi Arabia’s Safari Group and Egypt-based PMaestro have launched a strategic partnership to establish a large-scale investment and operational platform in Egypt’s entertainment sector, valued at approximately EGP 2 billion (around $35 million). The initiative, announced in April 2026, aims to expand the Chuck E. Cheese brand across Egypt through a network of family entertainment centers, combining dining experiences with interactive games and activities for children and families.
The partnership reflects a shared vision to capitalize on Egypt’s growing entertainment and services markets, driven by demographic trends and rising consumer demand. Under the agreement, a joint entity named CEC Egypt Holding will be formed to oversee franchise operations and expansion plans. The structure is designed to strengthen governance, enhance transparency, and ensure efficient resource allocation with sustainable returns.
The platform will adopt a flexible investment model that combines direct investment with Special Purpose Vehicles (SPVs), enabling participation from local and regional investors as well as investment funds. According to Mohammed Moneir Al-Ahwal, Founder and CEO of PMaestro, the framework follows international institutional investment practices, introducing a more structured approach to managing entertainment assets while balancing stable operational cash flows with long-term value creation.
Al-Ahwal emphasized that the model integrates centralized management with on-ground operations, prioritizing quality standards, customer experience, and technology-driven efficiency. He noted that the initiative is expected to stimulate entrepreneurship and create opportunities for startups linked to the entertainment sector. Ali Saleh Al Sagri, CEO of Safari Group, highlighted Egypt’s attractiveness as a regional market due to its population size, infrastructure development, and improving investment climate.
Al Sagri confirmed that the expansion plan aims to grow Chuck E. Cheese’s presence across Egypt through a nationwide network of branches, contributing to job creation, supply chain development, and increased GDP contribution from the entertainment sector. He described the partnership as a model for Arab-Arab investment cooperation, supporting regional economic integration and sustainable development while reinforcing confidence in Egypt as a regional investment hub.
Execution of the plan is already underway, with the first Chuck E. Cheese branch launched in February 2026 at Royal Park in Sheikh Zayed City, located in the Greater Cairo area. The group is currently working with real estate developers and investors to finalize locations for the remaining six sites planned over the next four years. A latest branch is also planned for New Cairo’s Fifth Settlement in the near term.
Mohammed Mounir, Founder and Managing Director of PMaestro, noted that the fund’s total investment could reach around $35 million, with an average of $5 million allocated per center. Safari Group holds a diversified investment portfolio of around 18 companies spanning sectors including construction, real estate, technology, tourism, and food and beverage. Its subsidiary, Unique Hospitality Co., oversees its restaurant and entertainment ventures and has an established regional presence in Saudi Arabia and Turkey, recently expanding into Egypt through the Chuck E. Cheese concept.
Economic Impact and Regional Significance
The EGP 2 billion investment platform is expected to boost foreign direct investment inflows into Egypt, stimulate entrepreneurship, and contribute to the country’s economic growth. By establishing a structured framework for managing entertainment assets, the partnership aims to introduce international institutional investment practices to Egypt’s entertainment sector, potentially setting a precedent for future investments in the industry.
The initiative aligns with broader economic development goals in Egypt, including efforts to attract foreign investment, develop human capital, and diversify the economy beyond traditional sectors. The focus on family entertainment centers also responds to changing consumer preferences, particularly among Egypt’s young population, which represents a significant demographic advantage for consumer-facing businesses.
From a regional perspective, the Saudi-Egyptian partnership exemplifies growing Arab-Arab investment cooperation, particularly in sectors that combine economic returns with social value. Such collaborations are seen as important for fostering regional economic integration, reducing reliance on extra-regional investments, and building confidence in individual countries as investment destinations.
Chuck E. Cheese Brand and Market Position
Chuck E. Cheese is a global brand known for combining family dining with entertainment, featuring arcade games, animatronic shows, and interactive play areas primarily targeting children aged 3 to 12. The brand operates under a franchise model in numerous countries worldwide, adapting its offerings to local tastes and preferences while maintaining core elements of the experience.
In Egypt, the introduction of Chuck E. Cheese represents an expansion of international branded entertainment options beyond traditional offerings. The concept combines food service with structured play environments, addressing a growing demand for safe, supervised spaces where families can spend leisure time together. This model has shown resilience in various markets due to its appeal across income levels and its ability to generate repeat visits through birthday parties and regular entertainment programming.
Safari Group, as the regional franchise rights holder for Chuck E. Cheese in the Middle East and North Africa, brings operational experience from its existing ventures in Saudi Arabia and Turkey. The company’s background in hospitality and entertainment through its Unique Hospitality Co. Subsidiary provides a foundation for managing the complexities of launching and sustaining family entertainment centers in new markets.
Implementation Strategy and Timeline
The partnership’s implementation follows a phased approach, beginning with the launch of the first branch in Sheikh Zayed City in February 2026. This initial location serves as a pilot to refine operational procedures, gather customer feedback, and adjust offerings based on local preferences before scaling to additional sites.
Subsequent phases involve identifying and securing locations for the remaining six centers, with New Cairo’s Fifth Settlement confirmed as the next planned site. The group is working with real estate developers to negotiate lease agreements, assess foot traffic potential, and ensure accessibility for target demographics. Each center is designed to operate as a standalone destination while contributing to the overall brand presence and recognition in the Egyptian market.
The four-year timeline for rolling out all seven centers allows for careful site selection, construction or renovation of venues, staff training, and marketing campaigns to build awareness. The average investment of $5 million per center reflects costs associated with venue acquisition or leasing, interior build-out, game and equipment installation, initial inventory, and working capital for the first months of operation.
Stakeholder Perspectives and Verified Statements
Mohammed Moneir Al-Ahwal of PMaestro emphasized that the investment platform follows international institutional practices, stating: “The framework follows international institutional investment practices, introducing a more structured approach to managing entertainment assets.” He highlighted the balance between generating stable cash flows and creating long-term value through the SPV structure, which allows for risk distribution and specialized investment in individual projects.
Ali Saleh Al Sagri of Safari Group noted Egypt’s market potential, saying: “Egypt’s attractiveness as a regional market due to its population size, infrastructure development, and improving investment climate.” He framed the partnership as contributing to broader economic objectives: “contributing to job creation, supply chain development, and increased GDP contribution from the entertainment sector.”
Both executives positioned the collaboration as more than a business venture, with Al Sagri describing it as “a model for Arab-Arab investment cooperation, supporting regional economic integration and sustainable development.” This perspective underscores the strategic dimension of the investment, linking it to regional goals of economic cooperation and shared prosperity.
Context and Verification
The announcement of the Egypt-Saudi partnership for Chuck E. Cheese expansion in Egypt was first reported by Daily News Egypt on April 16, 2026, citing statements from PMaestro and Safari Group executives. Subsequent coverage by regional business outlets including Sharikat Mubasher and Decypha confirmed the details of the EGP 2 billion ($35 million) investment fund, the planned seven centers over four years, and the operational partnership structure.
Verified sources confirm that the first branch opened in February 2026 at Royal Park in Sheikh Zayed City, a mixed-use development in the western part of Greater Cairo. The location was selected for its accessibility, existing foot traffic from residential and commercial components, and alignment with family-oriented destinations in the area.
Information about the average investment of $5 million per center and the total fund size of approximately $35 million comes from statements by Mohammed Mounir of PMaestro, as reported in the verified business news sources. Safari Group’s portfolio description and the role of Unique Hospitality Co. Are drawn from the company’s public disclosures about its business segments and subsidiaries.
The formation of CEC Egypt Holding as a joint entity to oversee operations reflects a common structuring approach for international partnerships seeking to establish a clear governance framework while maintaining operational flexibility. The use of Special Purpose Vehicles (SPVs) for individual projects allows for ring-fencing of assets and liabilities, facilitating investor participation at different levels.