A fresh perspective on hospitality at Sidra in Egypt

On Alexandria’s Mediterranean coast, Sidra welcomes around 150 guests each evening for Lebanese and international cuisine. With ambitions to grow and strengthen its position in the city’s hospitality sector, owner Yehia Seddik approached PUM. Together with hospitality expert Bas Burgman, the Sidra team took a fresh look at the restaurant’s operations and guest experience, from kitchen and service standards to leadership and new business opportunities.

Located near Alexandria’s Citadel, Sidra has grown into a popular restaurant with a team of 81 employees. Looking ahead, the owner Yehia Seddik wanted to raise the operational and hospitality standards, diversify the menu and services, strengthen marketing, and explore additional opportunities such as catering and private dining.

Through PUM representative Kees van Dongen, Sidra was matched with hospitality expert Bas Burgman. Bas had previously visited Egypt with PUM many years ago and was pleased to return, this time to Alexandria: “During the project, I looked at the restaurant through both the guests’ and the team’s eyes. Together, we examined everything from kitchen operations and food presentation to service, cleanliness, table settings and guest interaction.”

Strengthening daily operations

Behind the scenes, the team reviewed the menu and removed dishes that were less popular or inconsistent in sales, allowing the kitchen to focus on a more manageable selection. New dishes, sauces and presentation methods were introduced, while attention was also given to food temperature, cleanliness and housekeeping routines.

Employees received practical training in welcoming guests, taking orders and serving food and beverages. They also worked on professional wine service, efficient table resetting and more active interaction with guests.

Clearer responsibilities and operating procedures were introduced and put into practice with the team. Throughout the project, Bas worked closely with Peter, Sidra’s Operations Manager, sharing his experience in leadership, service operations and team coordination.

Putting the guest experience first

The changes could be seen and felt throughout the restaurant. Refreshed table settings and ambient evening lighting contributed to the atmosphere, while warmer welcomes and farewells, improved food presentation and more engaged staff strengthened the overall guest experience.

But the collaboration went beyond what guests could see. It gave the Sidra team an opportunity to reflect on their daily work, learn from one another and turn new ideas into practical improvements.

A milestone moment

Almost a year after the PUM project, Sidra reached a special milestone. In May 2026, the restaurant was selected to host the Egyptian and French Presidents during their visit to Alexandria. For the Sidra team, welcoming such high-profile guests was a memorable moment and a source of pride as the restaurant continues to build on its ambitions.