mumm is an online platform and a delivery service connecting between home-chefs and hungry customers replacing junk food with nutritious one

Photo of Waleed Abd El Rahman
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I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name


Year founded


Initiative stage

  • Growth (the pilot has already launched and is starting to expand)

Annual budget in 2017 (USD)

  • $100k - $250k

Number of beneficiaries impacted so far

  • 5,000 - 10,000

Organization type

  • Social enterprise

Secondary Focus Area

  • Rural development

Headquarters location: Country

  • Egypt

Headquarters location: City


Location(s) of impact

Egypt: Cairo, Giza


Facebook URL

Twitter URL

Problem: What problem is this initiative trying to address?

Egypt has the highest % of obese adults in the world, 35%, 19 million Egyptian, in addition to 3.6 million children are considerably over weight, 27% of children have anemia. One factor contributing to that is Egyptian consumers and families face the paradox of ordering cheaper junk/fast food or expensive nutritious food. Families don't have the time to cook good food or knowledge of the life threatening issues of junk food. Currently an entry/mid level corporate employee spends 20-30% of their salary on 1 meal, Lunch.

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

Consumers order junk/fast food because of the taste, affordability and convenience of delivery it provides. The solution is to provide nutritious food without compromising any of the 3 components.
Egyptians can now order from mumm nutritious homemade food that is 40% cheaper than any other comparable product and is competitive in price vs junk food. The Food arrives in 60 minutes from ordering online and make it easy for them to choose what they’d like to eat with amazing taste.
This is done by giving the unemployed homebased cooks (mainly females) the enablement tools to be able to sell online and deliver in a convenient manner while checking their hygiene and making sure they have delicious food. Through our process we provide nutritious food for hungry customers with pricing that matches fast food so makes them convert to healthier food and at the same time provide jobs to previously unemployed locals and refugees (mainly females), empowering them economically and psychologically

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

We have so far served more than 7000 customers with nutritious meals and empowered more than 80 ladies with jobs and created overall more than 110 jobs sustainably in less than 2 years and with minimal investment.
These are jobs that are sustainable and where the individuals are able to earn more than 3000 EGP per month (a starting salary for a tier1 caliber graduated from university). The lady works per day only 4 hours from her home and able to generate that income.
We provide the food partners with all the training and capability building for Food and Beverage management, pricing strategy, and we do the marketing and packaging for them for free as part of our service.
80% of our consumers wanted to eat healthier before mumm but they couldnt because of fast food convenience and affordability. Today 90% of our customers dont eat junk anymore as mumm is now a convenient affordable tasty option for everyday meals for themselves and their families.

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

mumm generates income by taking a 33% cut on every transaction plus the delivery fees. The food partners make 50% return on any investment that they make in the Cost of Goods Sold.

We started with my savings to start the business, then we raised a VC round from A15 (one of egypt's leading vc's) and then we raised another round from 500Startups (one of Silicon Valley's most active VCs). We raise money to fuel the fast growth of our company and our market share until we reach profitability.
For the near future we are growing to achieve scale so spending on Advertising and cook capability building. Ien the long term we will be able to be extremely profitable given the economies of scale we have generated.
Current budget contribution
Earned Income: 10%
Venture Capital money: 90%

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

The innovation is in A. using technology to create an internet platform that makes nutritious affordable meals available to consumers. B. Delivery technology that makes the convenience of delivery doable at scale C. building a cook mobile app and algorithms that transforms her home kitchen into a production unit with maximum utilisation without compromising quality D. using the shared value model to create societal value through technology

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

"Om Rabeaa" was her name, a lady that cooks amazing food that her son "Rabeaa" send to customers on whats app. Her food was cheaper than the market by 40% vs comparable quality and the taste was amazing and the food super nutritious, but she was not growing enough as a business. I was a corporate employee and used to spend the bigger portion of my salary on food delivery. The problem that the options were either cheap junk food or super expensive clean nutritious food.
So I thought what if we are able to grow "om Rabeaa"s business and replicate her model for other ladies. I learnt about the shared value concept by M.Porter and wanted to build such an organisation. So we would solve the nutrition issue and at the same time provide so many jobs especially with the high unemployment rate among female in the middle east.I left my job & launched mumm in 1 month.

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Upon recommendation from others

Program Design Clarity: We are hungry to know more about what exactly your model consists of. Succinctly list a) what main activities are you doing with your beneficiaries, b) where you carry out the activities? c) how often? d) for how many hours? e) who delivers the services? and f) any other brief details

2 sides of beneficiaries:
A. For our consumers we:
- Provide balanced nutritious food that are:
i. competitive in pricing vs Junk/Fast food providing affordability
ii. fast delivery (60 mins delivery) and online ordering providing convenience
iii. With big variety of tastes and dietary lifestyles providing delicious food
iv. Online rating system for the food and the cooks that gives transparency to the consumers
- Different forms that suits different lifestyles so the range of categories are:
i. Cooked Ondemand dishes that are fast on delivery for individuals
ii. Cooked Family portions that is best for 5 individuals families
iii. Frozen Family portions for freezing and last mile cooking that saves the nutrition and full cooking time.
iv. Business to Business Subscription model for companies that want to take care of the nutrition of their employees
B. For Our value chain (the food partners/Cooks)
- We do hygiene checks at their kitchens through our hygiene team and provide detailed report and training on how they can improve their nutrition practices
- Online Marketing and listing on our marketplace to be able to generate sustainable income for themselves and their families.
- Professional food photography
- Pricing and F&B Consultancy
- We link our food partners with suppliers that we have tested and guarantee their ingredients to give the best quality and nutrition. This gives them a pricing advantage as well.
- our Delivery network across cairo.

Focus area

  • Nutrition

We are interested in learning more about your initiative's broad impact on sustainable development. Please reply ONLY to the question(s) related to your above focus area.

Technology enables us to have a wider impact on more than one SDG. We have impact in SDGs: 1. No Poverty 2. Zero Hunger 3. Good Health 5. Gender Equality 8. Decent Work 10. Reduced Inequality 12. Responsible Consumption.
We are providing our consumers (and future ones) with the option of not compromising on their health to save on budget. Health start with what you eat. 80% of our consumers wanted to eat healthier food but didnt have the affordable option to do so and 90% of them stopped eating junk food after starting to use mumm for their orders. This impacts health, productivity, life and life expectancy. Families and work moms now have the option to provide their families with healthy food that is affordable and convenient. Consumers are drawn towards junk because of its affordability, taste and convenience. As we are equating the affordability, taste and convenience in a scalable manner and providing them with these benefits with more healthy food, consumers choose to eat mumm and make it part of their daily dietary habits. This is possible today because of the technology we are using and the business model innovation of the shared economy. We use technology to connect between the two sides of the marketplace and as well to transform a home maximum utilisation of the kitchen through our Cook Mobile app and the different algorithms we have built to make sure that a single kitchen is utilised but not over capacity so it doesnt compromise on quality.

Creating shared value: How does your initiative create value for different stakeholders?

We create shared value by:
- Creating jobs that didnt exist before
- Educate our Value chain on where to source their product from in order for it to be nutritious
- Connect our Value chain with suppliers for better prices
- Provide jobs for the Refugees (we have just signed a contract with the UNHCR to help provide jobs for Syrian refugees in 2018
- Help Gender parity in a community where Economic contribution to the household is the major definer of rights in the house. Egypt has an unemployment rate of 25% among women and mumm is closing that gap. Not only is it contributing to economic empowerment but as well providing the food partners with self confidence and recognition for their work and their appreciated food.
- We are connecting our Food partners with micro financing institutions to provide them with the necessary to grow beyond their individual capabilities and in order not to cut the supply for the growing demand

How is your initiative funded, now and over the next 5 years?

We will be cashflow positive in 12 months and are fundraising to grow further and reach that milestone.
mumm generates income by taking a 33% cut on every transaction plus the delivery fees. We do not rely on grants.
We started with my savings to start the business, then we raised a VC round from A15 (one of egypt's leading vc's) and then we raised another round from 500Startups (one of Silicon Valley's most active VCs). We raise money to fuel the fast growth of our company and our market share until we reach profitability.
For the near future we are growing to achieve scale so spending on Advertising and cook capability building. In the long term we will be able to be extremely profitable given the economies of scale we have generated

How do you plan to influence your field of work if you are a winner of this edition of the CSV Prize?

We will grow our work to include more communities in Egypt and expand in the region. we will Build a product for diet doctors refer their patients to our platform and provide customised eating plans that are affordable.
And honestly a connection with Nestle on how to change the existing value chain of food to be more sustainable in innovative manner will really enable us to deliver more impact.
We will build and execute a content marketing strategy that focuses on the benefits of nutritious food vs junk food. We will continue to generate content to educate our food partners on how to make the food more nutritious and at the same time help them make better income. this is through using technology and online media.

How will you leverage an investment from Nestle to expand the impact of your work?

mumm is aiming to be a major player in emerging markets. We want to expand our work in the coming years in underdeveloped countries with high population and high population density, we believe such communities have similar problems to egypt that we can address and help solve. We are planning to expand to Nigeria, Pakistan, Morroco.

In order to do so we need to hire a bigger team to build an even more scalable product and spend on marketing the platform to reach more consumers with our products
We are planning to be serving by end of 2018 5000 dish per day (impacting 5000 people per day) and having by end of 2019 250,000 customer and providing jobs for 2000 unemployed individual.

Spread Strategies: Moving forward, what are the main strategies for scaling impact? What’s the projected impact for the coming years? Are you planning to expand your programme into new locations? On what assumptions do you build your scale-up plans?

Main strategies for scaling impact is ease the friction of the operations with the technology development. We have designed our model with behavioural economics in mind to make sure that everyone across the value chain is incentivised to provide a nutritious convenient and affordable food for our consumers.
We plan to go beyond the categories we operate in today and at the same time expand the area across the value chain where we work in today to insure the quality of the product as we scale.
This will push us to work on policy papers for the government to make shared economy an accepted reality the same way it is in transportation and hospitality today.
We are planning to be selling by end of 2018 5000 meal per day. We plan to grow beyond Egypt and from then we are able to grow exponentially to serve thousand of customers daily and one day millions of customers. We aspire to contribute to solving the malnutrition problem through our model of shared economy and shared value.

Team: What is the current composition of your team (types of roles, number of full-time vs. part-time staff, board members, etc.)? How will this team evolve as your initiative grows?

We are today 15 fulltime hungry to grow and learn team members with different experiences coming from multinationals. We are doubling every 6 months in our head count.
Our team comes from P&G, Vodafone, MIT Technology Review, McDonalds, Bel, Marriott, IBM
We have 3 board members who are our investors and insure we have good governance.
To implement this model we acquired talent in the different fields of Technology, Nutrition and Culinary, Operations and marketing. We continuously grow our capabilities by focusing on people development for innovation.We currently have a 3 layer hierarchy and as we grow we want to make sure we continue to be a lean organisation.We will add more Software engineers and Nutritionists that will enable our company to be truly scalable & delivers unique value

Awards: What awards or honors has the initiative received?

Harvard Arab Alumni Startup Competition Winner 2017
World Economic Forum: 100 most disruptive startups in the middle east and north africa
Forbes: top 20 startups of the Egypt

Organizational leadership: How are you influencing your field of work in the present?

mumm is leading the way in using technology to provide the model of shared economy of food in the middle east and Africa. We are helping others who are trying to start the same model as we believe this is so big of a problem that no single player can address alone (there is so much fish to fry). We are building the eco-system for this model to work, we are collaborating with UNWomen, UNHCR, Microfinance institutions, Nutritionists to build this model sustainably.
We are always contributing in different conferences talking about Shared Value and how from the beginning a startup can be delivering impact. We are very vocal with our PR and we help other startups walk in the same path and lear from our mistakes and successes

Should you be successful, please confirm your availability to attend the Ashoka Impact Boot camp and Creating Shared Value Prize Live Pitch Event at the World Water Forum 13-16 March 2018

  • Yes, I am available to attend the events on 13-16 March 2018


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Photo of Mouhamadou Moustapha Seck

Great initiative to support a vulnerable communities. Congratulations.

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