According to Alexander Ponomarev, CEO at Syrve MENA, mobile ordering is rapidly becoming the dominant food delivery channel across MENA. Here, he tells us more about it.

The MENA food delivery market is projected to reach USD 25.6 billion regionwide by 2030. Consequently, mobile transactions now represent 70 percent of delivery orders, reflecting a 30 percent year-over-year increase.

UAE market growth mirrors regional trends

Additionally, this shift mirrors the UAE online delivery market, valued at USD 2.5 billion in 2024. Furthermore, the UAE market is projected to reach USD 3.9 billion by 2030, driven by convenience and technology adoption. Therefore, platform-to-consumer models remain the largest segment as busy lifestyles continue reshaping dining habits across urban centers.

Aggregators reshape the restaurant ecosystem

Dubai hosts over 13,000 restaurants and cafes, accounting for approximately 60 percent of total UAE food outlets. However, aggregator platforms such as Talabat process nearly three-quarters of delivery orders, increasing competition across the sector. As a result, restaurant-owned digital channels now compete aggressively to protect margins and retain direct customer relationships.

Technology investment accelerates

Operators are investing heavily in integrated POS platforms, loyalty applications, call center tools and self-service kiosks. Notably, kiosks are lifting average check sizes by 15-30 percent through consistent digital upselling capabilities. Consequently, technology adoption is no longer optional but central to operational efficiency and revenue growth strategies.

Digital discovery goes mainstream

Social platforms, including TikTok, Instagram and Snapchat, increasingly influence restaurant discovery and short-term demand cycles. Similarly, viral menu items and limited time offers now shape consumer expectations and purchasing decisions across digital channels.

Health, sustainability and smarter menus

At the same time, regulatory changes and health awareness are driving menu transparency and digital menu optimization across markets. Additionally, plant-based products are growing at 8.6 percent CAGR, influencing sourcing, menu design and marketing strategies.

AI driven automation, mobile first strategies and data-led decision-making will define competitive advantage for operators. Therefore, restaurants that align technology, transparency and convenience will be best positioned for sustained growth in the region.