Al-Futtaim, one of the most diversified and progressive privately held regional businesses and owner of Cairo Festival City Mall, and Fawry, one of Egypt’s leading financial technology companies, have entered into a strategic partnership to create an integrated digital commerce ecosystem at Cairo Festival City Mall, connecting payments, rewards, customer engagement, and flexible payment solutions.
Welcoming 18.5 million visitors annually and home to more than 265 retail, dining and entertainment brands, Cairo Festival City Mall is one of Egypt’s leading super-regional malls. Its scale, diverse tenant mix and strong customer base provide a compelling platform for Al-Futtaim and Fawry to introduce digital solutions that make the customer journey more seamless while opening new opportunities for participating tenants.
The phased program will give customers greater choice and convenience, while enabling participating tenants to deepen customer engagement, support conversion and simplify payment operations. It is part of Al-Futtaim’s continued efforts to evolve the experience at Cairo Festival City Mall while supporting the growth of its tenant community.
Blue, Al-Futtaim’s lifestyle and rewards platform, will play a central role in the partnership, connecting customers with Cairo Festival City Mall tenants through a more seamless and personalized experience. Shoppers will be able to earn and redeem Blue Points across participating tenants, unlock tailored offers, and take part in cross-category campaigns spanning retail, dining, and entertainment. For tenants, Blue goes beyond traditional loyalty, drawing on customer insights to help brands better understand their audiences and deliver more relevant experiences that strengthen engagement and encourage repeat visits.
Fawry brings nearly two decades of experience in payments and financial technology, supported by a nationwide payments network. Today, Fawry serves 55.4 million active customers through 364.6 thousand POS acceptance points across Egypt, processing 1.057 billion transactions and generating EGP 5.22 billion in total revenues. This established infrastructure will provide participating Cairo Festival City Mall tenants with access to Fawry’s payment capabilities, helping simplify transactions and expand the ways customers can pay.
As part of the program, the two companies also intend to introduce a Cairo Festival City Mall -focused flexible payment proposition under Al-Futtaim Blue, beginning with a “Pay in 4” offering expected to be available at selected participating merchants with zero customer fees.
Tarek Tantawy, CEO of Al-Futtaim Egypt, said: “Egypt’s consumer landscape is being reshaped by digital adoption, and the destinations that will lead in this next phase are the ones that build genuinely integrated experiences rather than adding technology at the edges. Cairo Festival City Mall has always been conceived as more than a shopping destination, and this partnership is a deliberate step in that evolution. By combining one of Egypt’s most trusted payment networks with Blue, our own lifestyle ecosystem, we are creating a model in which payments, rewards, and personalization function as a single experience rather than separate touchpoints. This is a long-term investment in how Cairo Festival City Mall serves its customers and tenants, and it reflects the scale of ambition we hold for every part of our business in Egypt.”
Eng. Ashraf Sabry, CEO of Fawry, said: “As Egypt’s commerce landscape continues to evolve, the future lies in creating connected ecosystems where technology works seamlessly across every stage of the customer journey. Our partnership with Al-Futtaim reflects this direction, bringing Fawry’s payments capabilities together with Blue’s lifestyle ecosystem to create a more integrated experience for customers and merchants at Cairo Festival City Mall. Beyond enabling more convenient payments, we see this collaboration as an opportunity to help merchants better engage with their customers, unlock new opportunities for growth, and participate in the continued digital transformation of Egypt’s retail sector.”
Dany Karam, Chief Marketing and Partnerships Officer at Al-Futtaim Blue, said: “This partnership represents an important step in expanding Blue’s role across Al-Futtaim’s ecosystem. By integrating Fawry’s payment capabilities with Blue’s lifestyle and rewards platform, we can create a more seamless experience for customers while giving participating tenants new ways to engage with them. Cairo Festival City Mall provides the ideal environment to bring these capabilities together at scale and demonstrate the value of a more connected approach to commerce.”
The partnership marks the first phase of a broader roadmap between the two companies, with Al-Futtaim and Fawry expecting to expand the range of onboarded tenants and payment options at Cairo Festival City Mall as the program matures.