Careem Food points to delivery-specific menus to attract more solo diners
In the UAE, 64% of lunch orders are for individual meals.
A delivery-only menu can give QSR and fast-casual brands an edge in convenience-driven markets like the UAE, where 64% of lunch orders are for individual meals, Jaskaran Singh, vice president of Careem Food, said.
Careem Food is the food delivery service arm of Careem, one of the Middle East's biggest superapps that offer a wide range of services including ridesharing, food and grocery delivery, and digital payments
In a Q&A interview with QSR Media, Singh pointed to options like solo meal bundles or dishes designed only for delivery as ways for brands to stay competitive whilst keeping costs under control.
QSR Media: What key consumer trends are you observing in the QSR space, and how should brands be adapting their strategies to stay ahead?
Singh: In the region, customers expect QSR brands to deliver consistent, reliable, and affordable services that feel tailored to their needs. Brands must focus on convenience and personalisation—whether that’s improving existing offerings or launching new ones that reflect evolving habits.
As an example, at Careem Food, we’ve observed that over 64% of lunch orders in the UAE are for individual meals. To serve this need, we’ve launched ‘Meals:On’—a dedicated section in our app featuring curated meals for one person from popular restaurants. This reduces the need for endless menu browsing, making it easier and more affordable for customers to select a satisfying solo meal.
Beyond consumer trends, what operational or market shifts, such as technology, supply chain, or cost pressures, should QSR brands be paying closer attention to right now?
QSR brands in the region face rising cost pressures, greater reliance on third-party platforms, and evolving customer expectations. Staying competitive means leveraging technology to deliver personalised experiences and optimising supply chains for faster, more efficient services.
Delivery-specific menu innovation is key. As competition intensifies, brands must design offerings suited to delivery occasions – like solo meal bundles or delivery-only dishes – to remain relevant, affordable, and operationally efficient. Reliability is equally important, especially for
time-sensitive QSR orders.
At Careem Food, we’re investing heavily in these priorities. AI now enhances every step of the user journey, from recommending meals based on personal tastes to optimising search for better discovery. Features like group ordering simplify coordination for social or office meals, whilst gamified “missions” encourage repeat orders with personalised deals.
We’ve also applied AI to improve routing, predict preparation times, and reduce both handover and last-mile delays. Our Dirhams for Delays feature – which rewards customers when orders miss their ETA – has been a huge success. We’re confident enough in our ETA prediction technology to back it with this guarantee, whilst safeguarding delivery captain safety by not displaying ETAs to them and maintaining strict safety training and incentive programmes.
How is the evolving landscape influencing competition and strategy within the QSR industry in the Middle East?
The market is evolving rapidly, intensifying competition and pushing QSR brands to be more agile and customer-centric. Growing expectations for speed, personalisation, and value are accelerating the adoption of AI and advanced technology, enabling brands to streamline operations, improve the ordering experience, and deliver more consistently.
At the same time, rising operational costs are prompting brands to reimagine kitchen workflows and last-mile logistics. In this environment, the brands that will succeed are those able to innovate continuously whilst keeping customer experience and operational efficiency at the heart of their strategy.
At Careem Food, we’re responding with AI-driven personalisation to make ordering faster and more intuitive. Our broad network of delivery captains, strong restaurant partnerships, and Careem Plus – our subscription programme offering substantial savings for users across multiple services – further strengthen our competitive position.
