Jacksonville is an integral part of The Dough Show’s strategic plan.
As Orlando-based partners Omar Shawky, Ihab Mahmoud and Mohamed Momen work toward rolling out the concept throughout Florida and then nationwide, the first move is to dominate the Central Florida market.
Shawky said July 21 that Jacksonville is a part of that with Northeast Florida’a large and diverse geography.
The Dough Show restaurant is planned at 12681 Bartram Park Blvd., south of Old St. Augustine Road and west of Interstate 295, with an expected opening this fall.
“Jacksonville is a great economy and a great opportunity,” Shawky said.
There likely will be a second location when business warrants.
“We will start with one and we will need more than one branch later on, but we want to bring the Middle Eastern food into Jacksonville in a way it deserves to be served in Jacksonville,” Shawky said.
The first Dough Show opened in Orlando near the University of Central Florida, with the second in Tampa near the University of South Florida. Along with Jacksonville, Shawky said two more locations are planned this year in Orlando and Kissimmee.
He said the group wants to open five or six more next year in South Florida in hopes of having 10 or more in the state before December 2026.
In 2027, the partners envision expanding into California, Illinois, Michigan, New Jersey, New York, Texas and Virginia.
Shawky said the goal is to open and nurture the first location to determine how to make it sustainable and supportive of the community.
He said the restaurant traffic is “very close” to what McDonald’s and Chipotle produce in sales per square foot.
“We offer an affordable luxury,” Shawky said, at an average per-person check of $12.
The operation
The operating model is for The Dough Show locations to be run by an owner-operator – not a franchisee – with a profit-sharing package.
“It works perfectly for us,” Shawky said.
Each location is a separate LLC that is equally owned 50-50 by an investor and The Dough Show.
The investor covers the required capital. The Dough Show supervises and manages the site acquisition, design, construction, procurement, hiring, training, and appointing and managing the owner-operator at no cost to the LLC.
Profits are split 20% to the owner-operator, 40% to the investor and 40% to Dough Show.
Shawky said if the investor doesn’t recoup its investment from the cash distribution within four years, The Dough Show will give its profit-sharing portion to the investor until the investment is recouped.
The investments in each location are $800,000 to $1 million, he said.
Complimentary roles
Shawky said The Dough Show investor for Jacksonville is an American-Jordanian investor in the Midwest. He said the group recruited Jacksonville’s separate owner-operator from Arkansas. He is moving to Jacksonville with his family next month.
The partners have specific and complementary roles, he said.
Mahmoud, the founder, is responsible for the customer experience, the décor and interior design and social media. The name was his idea.
Momen, with brand-building experience, is responsible for operations and menu engineering.
Shawky, an investment banker, is practiced in funding, early-stage brand investment, and growth into private or public companies.
‘An authentic taste of Egypt’
Orlando landlord Demetree Global featured an interview Sept. 6, 2024, with Mahmoud at demetreeglobal.com.
“This beloved Egyptian cuisine restaurant has quickly become a favorite among both students and locals,” says the Demetree Global report.
It says the signature Egyptian-style pies are baked in a one-of-a-kind oven and filled with toppings like mushrooms, cheeses and halal meats.
“The Dough Show offers an authentic taste of Egypt. The menu also features freshly prepared shawarma, grilled dishes, and an assortment of fresh juices.”
It says The Dough Show initially signed a lease with Demetree Global in August 2022, starting with 1,200 square feet of end-cap space at 12140 Collegiate Way. Since opening in April 2023, it has expanded several times, bringing its total space to 3,600 square feet.
In a Q&A, Mahmoud said his inspiration came from his desire to create a better future for his family, especially his four children.
“Our core values are simple: Maintain the highest food quality, serve our customers with passion, and always take pride in our culture,” he said in the Demetree Global interview.
Mahmoud said that before landing its first location, “we were rejected by about five different locations because our concept was unfamiliar to many.”
“But now, after showing how successful we can be, some of those same places are reaching out to us, wanting us to open in their spaces.”
He said The Dough Show’s open-kitchen concept allows customers to watch as their food is prepared in front of them, “which adds a layer of transparency and trust.”
“We are learning,” Shawky said.
“Every new city is a challenge and an opportunity.”