e& Looks to Launch Food Delivery Service

etisalat by e&, the UAE’s biggest telecommunications company is working its way to become a "super-app". It can soon start taking food delivery orders through its Similes program.

In conversation with Gulfnews Antonio Ricciardi, Senior Vice-President for Consumer Intelligence and Engagement at etisalat by e&, says that on Smiles the company has a significant number of new customers who had never ordered via a food delivery app before.

The executive believes that UAE consumers "tend to place a premium on convenience - if one app is able to do the job of two, they simply love it."

This is why e& has also added grocery delivery as a complementary service to Smiles. Smiles Food and Smiles Grocery are now bundled with unlimited free delivery subscription for Dh30 /month (with a 2 week free trial).

With over 8,200 restaurants, offerings of Smiles points for every order, option of unlimited free delivery, we believe a lot of customers are already gearing up for the shift to Smiles. As well as the convenience that Smiles offers as a ‘one stop shop’ for food and grocery delivery, as well as for cash vouchers, discounts, deals, travel and much more.

According to e&, the food delivery market is expected to grow by 6.3 per cent CAGR during 2022-26, and is expected to have more than 5.5 million users - or close to 45 per cent penetration levels.