Talabat: Shaping the future of food delivery in Oman

Muscat – Since its entry into the Omani market in 2012, Talabat has experienced massive growth and played a pivotal role in reshaping the sultanate’s restaurant and food delivery landscape. Talabat Oman is the winner of Oman’s Most Trusted Brand Award 2023 in the Home Delivery (Food) Category for the second consecutive year. In an exclusive interview with Muscat Daily, Stéphane Berton, Managing Director of Talabat Oman, discusses the factors driving Talabat’s success in Oman and its role in reshaping the country’s restaurant landscape. He also elaborates on Talabat’s innovative use of technology, including drone delivery and AI, to enhance user experiences and stay ahead of industry trends.

Talabat has once again won Oman’s Most Trusted Brand Award in the Home Delivery (Food) Category. What are some key factors that have contributed to making Talabat Oman the most trusted brand in the country?

When we entered the Oman market, our goal was to use our technology to revolutionise the dining scene. Winning Oman’s Most Trusted Brand Award 2023 in the Home Delivery (Food) Category for the second year is not only our achievement; it’s a reflection of the deep trust our community places in us. We embarked on our journey in Oman more than a decade ago in 2012, and our goal is not just to deliver everyday needs but opportunities and growth for the ecosystem we operate in.

Can you provide an overview of Talabat’s growth and achievements since its inception in the Omani market?

Since entering the Omani market in 2012, Talabat has massively grown, and it has also played a pivotal role in reshaping the restaurant landscape, enhancing convenience for our customers, and empowering local businesses, in accordance with Oman Vision 2040. Our expansion and diverse range of services significantly contribute to Oman’s national economy.

Our extensive partner network includes over 6,000 restaurants and stores, covering major international brands and local enterprises, alongside more than 1,500 SMEs. We currently operate in Sur, Ibra, Ibri, Seeb, Bahla, Barka, Jalan, Nizwa, Salalah, Sinaw, Sohar, Al Amerat, Braimi, and Bausher, with plans to expand even further. As part of our commitment to sustainability, we are also introducing e-bikes to reduce carbon emissions in the sultanate. In addition, we partnered with the Environment Authority to promote and deliver wild trees through the app to increase the green landscapes in Oman.

How does Talabat ensure customer satisfaction and loyalty in the Omani market?

We actively seek feedback from our customers and partners through focus groups and surveys. Their insights are invaluable in identifying pain points, understanding evolving preferences, and driving necessary improvements. We are the go-to platform for everyday deliveries in the MENA region. We are all about making life easier with our reliable and convenient solutions, simplifying our customer’s lives so they can focus on what truly matters to them.

How does Talabat Oman maintain strong relationships with its partner restaurants and ensure food safety and quality for customers?

Fostering robust relationships with our partner restaurants is a priority, achieved through providing them access to an extensive suite of features. Talabat uses data. These include sophisticated payment management systems, promotional support, and dedicated marketing spend, all underpinned by our advanced technological infrastructure. This ensures operations remain transparent, building trust and collaboration. These tools and resources are not just designed to grow our partners’ businesses but also to ensure a seamless integration of food safety and quality standards across the board.

By closely collaborating with our partners, we implement strict food safety protocols, ensuring that all offerings meet our high standards, thereby securing customer trust and satisfaction.

How has Talabat adapted its strategies to cater to the unique needs and food preferences of the Omani market?

By deeply understanding local tastes and cultural nuances, we ensure our offerings resonate with Oman’s unique preferences, tailoring our strategies accordingly.

How has Talabat incorporated local Omani culture, traditions, and preferences into its brand identity and customer experience?

During our 12 year experience in Oman, we learned what our ecosystem needs. Talabat has worked to integrate Omani culture into our brand and customer experience. Our services and menus celebrate authentic Omani cuisine, while our local initiatives reflect the community’s values and traditions. We aim to be a valued community member, embracing and enhancing Oman’s cultural heritage and vibrancy. We are driving positive change by giving back to the communities in which we operate, and we strive for sustainability by minimising our carbon footprint.

We focus on using our platform as a Tech4Good platform both regionally and in Oman. Through our ‘give back’ section in our app, our customers can financially support good causes for local and regional charities. Talabat Oman has onboarded 9 non-governmental and charitable organisations to its platform since 2020. We also cooperate with small- and medium-sized businesses by supporting and promoting local eateries.

How does Talabat Oman ensure that its platform remains user-friendly and accessible to a diverse customer base?

Our platform features intuitive design and navigation, catering to users of all technological abilities. We gather feedback to continuously improve and address evolving needs, ensuring our platform is welcoming, inclusive, and accessible to everyone.

What are your plans for leveraging new technologies, such as robotics, drones, and AI, in the Omani market?

Talabat is first and foremost a tech platform and when a new technology comes out, we always look into how we can make the lives of our customers, riders, and restaurants better. We have a team that works to find solutions that keep us ahead of the curve when it comes to innovation. The team constantly pushes on how we can have a step change to the customer experience with technology.

For example, Talabat Oman has introduced drone delivery in some areas that are difficult to access. Talabat’s tDrone is the first sustained commercial food delivery by drone service in the region and has been developed with the aim to bring food delivery to previously hard-to-access or isolated areas on the Talabat app. In addition, Talabat AI is a ChatGPT-powered artificial intelligence grocery shopping assistant first introduced in the UAE for ‘Talabat pro’ subscribers. We introduced this feature to offer customers the option to search for recipes and identify ingredients they can order on Talabat Mart. This ultimately simplifies and improves the customer’s grocery shopping experience. Initially launched in the UAE, plans are set to expand ‘Talabat AI’ to Kuwait and then Oman, ensuring each market gets an optimised version.

What are the latest emerging trends and innovations in the food delivery industry, and how does Talabat stay ahead?

We stay ahead by investing in personalised experiences, forming strategic partnerships, and innovating with our partners. Adapting to changing consumer behaviors ensures we remain ahead of the curve.