Dineout

Plus had passed 100,000 subscribers in Dubai and the model was holding, but Dubai is a small city with a single addressable market. Three growth options sat in front of us. Geographic expansion across the region, with all the cost and complexity of launching from scratch. Going after the post-Covid wave of tourists and new expats, both transient or distracted in different ways. Or stealing from the competition, the most expensive route of all. Looking at the three together, a common thread emerged: every option needed a hook, a reason, or a wedge that wasn’t just the same thing slightly cheaper. The question stopped being which growth strategy to pick. It became what new product could serve all three.

Ran a structured evaluation of the GCC market for blue-ocean sectors adjacent to Careem’s existing services. Dining ticked every box. Then went into customer research to understand what dining looked like for a Careem customer, what they weighed up, and how the product would need to flex around their behaviour. Designed and launched an MLP that tested the connected super app experience as a single thing rather than in pieces, and phased the rollout to prove the model across the customer base.