The Nobu empire in the desert and by the sea: Robert De Niro and his partners plan to conquer Egypt

It all started in the late 1980s with a simple meal in an elevator. At the time, Robert De Niro lived on La Cienega Boulevard, right across the street from chef Nobu Matsuhisa’s restaurant. A waiter would cross the street, place containers of Japanese food into the elevator, and it would ride the order straight up to the tenth floor where the actor lived.

"I was just happy to have the food brought right to my apartment every day," De Niro recalls with his signature smile.

Three decades later, that habit has evolved into the global Nobu Hospitality empire, which spans about 60 restaurants, a growing network of hotels, and branded residences. Now, the brand is preparing for its most ambitious move yet—a triple expansion into Egypt, writes Robb Report.

The Egyptian breakthrough: Three unique locations

To execute this large-scale project in Egypt, the partners teamed up with leading developer SODIC (a major player with 27 years of experience). The expansion will cover three strategic directions:

1. New Cairo (Eastown District): A new Nobu restaurant already opened here this summer, serving as a preview ahead of the full hotel opening next year.

2. North Coast (Mediterranean Sea): Based on SODIC's flagship OGAMI project in Ras El Hekma Bay, a Nobu hotel and branded residences will be established.

3. New Zayed: A third hotel and residential complex is planned for construction west of Cairo—just a 20-minute drive from the pyramids, the Great Sphinx, and the Grand Egyptian Museum.

Nobu CEO Trevor Horwell notes that the company recognized the country's transformation at the exact right moment. Thanks to massive investments (including funds from the UAE and Qatar), infrastructure development, and the opening of new airports, the Egyptian coast is rapidly gaining popularity, with average room rates having multiplied over the past couple of years.

Respect for local culture and global style

The architectural concept of the new properties combines Nobu's signature Japanese minimalism with local Egyptian materials. New York architects are working on the designs to create a unique product that fits organically into the local flavor.

The story that began with food delivery to a Los Angeles high-rise elevator has turned into a global success story, now writing its next chapter on the banks of the Nile and the Mediterranean Sea.