How Etoile Egypt went from a call centre to 520,000+ app users

The challenge

Etoile is a patisserie chain with dozens of branches in Egypt. A large share of its orders came through the call centre: every order needed an agent, a phone line and manual entry, and customers waited at the busiest times. The brand wanted a direct digital channel of its own, connected to the branches and to its systems.

What we built

• An app and website in Etoile’s name, for delivery and branch pickup.
• The nearest branch, automatically. Customers pin their address on the map; the app checks coverage and sends the order to the branch that serves the area.
• Online payment with cards and wallets, plus cash on delivery.
• Etoile Stars, one loyalty account in the app and in the branch: stars on every purchase, a rewards menu, and a clear balance and expiry date.
• Coupons, home-screen offers and targeted notifications.
• A central dashboard for orders, menu, prices and offers.
• Integration with Microsoft Dynamics 365 Business Central and LS Central, so prices, stock and orders stay in sync with the branches.

Listening to customers at scale

The app includes short in-app surveys: star ratings, multiple choice and written feedback, five questions with a progress indicator. 63,000 Etoile customers answered a single survey, and the results appear live in the dashboard: the average score for each question, the share of each answer, and every written comment in one place.

The results

• 520,000+ app users since January 2025.
• #2 in the Food & Drink chart on the App Store and Google Play in Egypt, in March 2025.
• 350,000+ website visitors a month.
• 1,500 to 4,500 orders a day through the app and the website.

Above all, Etoile now has a direct sales channel it owns: it reaches customers with offers and takes thousands of orders a day, with no middleman.

From Egypt to Saudi Arabia

The same approach went to Saudi Arabia, with an app designed for the Saudi market and its own management for branches, orders and offers. Since March 2024, Etoile KSA has reached 51,675 active users, 13,200 website visitors a month and 200 to 1,100 orders a day.

What other brands can take from it

• Connect before you launch. An app that is not linked to the branches and the ERP creates more calls, not fewer.
• Make loyalty work everywhere. One account in the app and the branch gives customers a reason to order directly.
• Ask your customers. A five-question survey can tell you more than months of guessing.
• Treat the app as a channel, not a project. Offers, notifications and reports keep it growing after launch.

Thinking about your own app? See how we build mobile apps for multi-branch brands.