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Ver en españolThe food delivery service inside noon's shopping super app, positioned as the lower-commission, restaurant-friendly option in the UAE.
At a glance
Noon Food charges restaurants a commission and a payment fee, and charges customers delivery fees unless they hold the noon One subscription. It sits next to noon's online shopping and noon Minutes, its quick commerce service for groceries and essentials.
noon announced Noon Food in July 2020 and launched it in early 2021, with a 17% total commission on restaurant orders, below the up to 35% that founder Mohamed Alabbar said rivals charged.
Arab NewsIn April 2025 noon and ADNOC Distribution agreed to place noon Minutes fulfillment hubs at ADNOC service stations, aiming for deliveries in under 15 minutes.
ADNOC DistributionIn September 2025 noon was reported to have around 40,000 delivery drivers and an estimated USD 5 to 6 billion in GMV for 2024, across Saudi Arabia, the UAE and Egypt.
Khaleej TimesIn October 2025 noon and Jahez agreed to show each other's services in their apps in Saudi Arabia, giving noon users access to more than 50,000 Jahez restaurant stores.
WamdaIn April 2026 Dubai SME and Noon Food launched a program for Emirati-owned food businesses with a 10% commission in year one, rising gradually to 20% by year five.
Dubai Media OfficeHow they won
What they did, why it worked, and how you can run the same move in one city on a small budget.
01
What they did
Noon Food launched in 2021 with a published 17% total fee, splitting it into marketplace, delivery and payment parts, and publicly called on rivals to cut their rates. It also offered 12% for the first six months to restaurants that cut menu prices.
Why it worked
A simple, public price gave restaurants an easy comparison and generated wide press coverage at launch.
Copy it locally
Publish your restaurant pricing openly, with every fee listed. Run an introductory rate for the first months for restaurants that offer lower prices or exclusive deals on your app.
02
What they did
noon added food as a section of its existing shopping app instead of building a separate brand, and planned to use its e-commerce delivery fleet to keep costs down. Restaurants could use noon's riders or list with their own delivery.
Why it worked
noon already had millions of shoppers and riders, so food needed far less spending to reach customers.
Copy it locally
If you already run a courier, grocery or taxi business, add restaurant ordering to the same customers and drivers. Let restaurants choose between your riders and their own staff.
03
What they did
noon built noon Minutes, a 15-minute delivery service for groceries and essentials, and in 2025 partnered with ADNOC Distribution to use fuel stations across the UAE as fulfillment points.
Why it worked
Using existing well-located sites gave fast coverage without building every store from scratch.
Copy it locally
Partner with convenience stores or fuel-station shops already spread around your city and list their stock on your app. Each one becomes a small delivery point without new rent.
04
What they did
In April 2026 Noon Food offered 0% commission to newly onboarded UAE restaurants for a month under a 'Local supports local' campaign, plus a Dubai SME program with lower starting commissions, waived onboarding fees and account management for Emirati-owned businesses.
Why it worked
Independent local restaurants feel underserved by big apps, and a dedicated program gives them a reason to switch or add a channel.
Copy it locally
Make a 'local first' section in your app for independent restaurants, with lower starting fees and free onboarding. Partner with your chamber of commerce or city business association to recruit them.
Where they are weak
Every giant has blind spots. These are the ones a focused local operator can turn into an advantage.
In Saudi Arabia noon chose to show Jahez's restaurant network inside its app, with Jahez running those deliveries, rather than rely only on its own food network. That suggests restaurant food is not noon's core strength, leaving space for food-first local marketplaces.
Source: Wamdanoon's push into fresh food delivery grew volume but was reported to reduce profit margins because of low average order values. A local operator with lean costs can serve small orders in a tight area more profitably.
Source: Khaleej Timesnoon's lower rates are often introductory: the 2021 offer of 12% lasted six months, and the 2026 SME program rises from 10% to 20% over five years. A local platform with steady, simple pricing can win restaurants that want predictable costs.
Source: Dubai Media OfficeBuild it with Ordering.co
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Ordering.co is not affiliated with, endorsed by or sponsored by Noon Food. Names and trademarks belong to their owners and are used here for commentary and education. Facts come from the public sources listed on this page, checked in October 2026.
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