In 2012, as the global street food movement was gaining momentum, Egypt remained largely absent from the conversation. Determined to change that, Egyptian-American entrepreneur Chris Khalifa set out to showcase his home country’s culinary heritage. Teaming up with Moustafa Elrefaey—who honed his skills in the US before returning to Egypt—Khalifa launched Zooba, offering a modern, vibrant twist on traditional street food, rich in color and flavor.