What The Crust
Africa's first and only AVPN pizzeria, bringing real Naples to Cairo.
What The Crust set out to bring real Neapolitan pizza to Cairo, no washed down imitations, and became the first and only AVPN affiliate pizzeria in Africa along the way, led by Dareen, the only Arab chef ranked among 50 Top Pizza's 100 best in the world. Under a name that refuses to take itself seriously sits a serious belief: everyone loves pizza, and everyone deserves the real thing.
We crafted the brand language, playful on the surface, honest about the craft underneath, then designed and developed the bilingual English and Arabic platform behind it: a live menu across all three Cairo branches, ordering from craving to checkout, and a full admin the team runs without us. A brand built to welcome everyone, on a platform built to reach them.
- Brand Strategy
- Brand Language
- UX & UI Design
- Web Design
- Development
- Ordering System
- Payments (Paymob)
- Bilingual EN/AR
- Content System (CMS)
- 120K
- site visitors since launch
- 4.5K
- table bookings
- 9.2K
- online orders placed
- +64%
- returning visitors
A pizza brand you can taste on screen.
What The Crust is serious about Neapolitan pizza and refuses to be serious about anything else. We carried that into the site: warm, appetite led, a little cheeky, the pizza always the hero. The homepage sets the tone in a breath, we are not just another pizzeria, then gets out of the way of the menu.
A voice that jokes, a craft that does not.
The name is the whole strategy: What The Crust says everyone is welcome and no one has to be precious about pizza. So the brand language plays, bold display type, a warm off the oven palette, a wink in every line, while the Neapolitan craft underneath stays honest: handmade ovens, AVPN certification, the first affiliate in Africa. Honest enough to place on 50 Top Pizza World, to be named among the Top Ten Neapolitan Pizzas Outside Italy, a Pioneer in the Field and a Top Africa name. Londrina Solid carries the jokes; a clean supporting family keeps the menu and the Arabic legible.
Type does the double act: Londrina Solid for the loud, characterful headlines, a clean sans for the menu and the fine print, in English and Arabic alike.
The whole world of What The Crust.
A brand this alive is never just a menu, so we built a whole world and gave every corner the same voice. This is the wide shot: the home page and its awards, the live menu across all three Cairo branches, a dish in full, the order and checkout, and the story behind the ovens, Dareen, the only Arab chef on 50 Top Pizza's 100 best in the world, and a team that came together across the region to bring real Naples to Cairo. Then the journal, the press wall, and a table waiting to be booked. English and Arabic throughout, each page flipping to a proper right to left, never a mirror. Twelve pages, one What The Crust.
One menu, every branch, both languages.
A pizza brand lives or dies on its menu, so we built one that does everything at once. It reads live from the kitchen, not from hard coded pages: filter by category, and each branch, Maadi, The Drive, and Lakehouse, shows only what it is actually serving. Switch to Arabic and the whole thing flips to right to left, laid out properly, not mirrored as an afterthought. One menu, three branches, two languages, one source of truth.
From craving to checkout, in your hand.
The point was never a brochure, it was orders, and most pizza gets ordered one handed. So we designed the whole flow mobile first: browse the menu, add to the cart, choose delivery, pickup, or dine in, and pay by card or wallet through Paymob in Egyptian pounds, every total recalculated on our side so nothing can be faked. Guests order without an account, regulars get one that remembers them.
The menu
Browse every branch, filter by category, and switch to Arabic in a tap.
Add to cart
Drop in what you are craving, set the quantity, and watch the total add up live.
Checkout
Delivery, pickup, or dine in, paid by card or wallet through Paymob.
We handed What The Crust the kitchen keys.
A restaurant changes its menu faster than any agency can, so we did not build a site the team has to call us to update. We built them a control room. From one admin they add a pizza and write it in both languages, turn a branch on or off, set prices and availability, publish a post, and read every order and payment as it lands. A live dashboard charts orders, revenue, and new customers by the day. The whole platform, run by the team, in English and Arabic, without a line of code, or a call to us. So when What The Crust opens the next branch, the site is already set to serve it.
A home for everyone who loves pizza.
The result is a digital home as playful as the name and as serious as the craft: one brand language across three Cairo branches, in English and Arabic, carrying everything from a 50 Top Pizza award to a Tuesday night order. Because the whole idea was always simple, everyone loves pizza, and now they all have one place to find it.
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