EatEasy
EatEasy (EatEasily Online FZCO) is a UAE-based online marketplace operating across all seven emirates that connects consumers with restaurants, grocery, pharmacy, and other merchants via web and mobile apps, earning revenue through commissions, delivery fees, subscriptions, and B2B operations management.
- Company typePrivate
- Founded2011
- HeadquartersDubai, United Arab Emirates
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What EatEasy does
EatEasy (legally EatEasily Online FZCO) is a UAE-based online food ordering and delivery marketplace headquartered at HDS Business Center, Jumeirah Lake Towers, Dubai. The platform connects individual consumers across all seven UAE emirates (Dubai, Abu Dhabi, Sharjah, Al Ain, Ajman, Ras Al Khaimah, Fujairah) with a merchant network of approximately 13,000 restaurants, plus grocery, pharmacy, flowers, cakes, pet supplies, and electronics retailers, accessible via a responsive website and native iOS, Android, and Huawei AppGallery mobile applications available in English and Arabic. Its product surface spans core food delivery, grocery delivery, pharmacy delivery, a dine-in deal feature branded 'Codes' (app-exclusive), a curated 'Smart Meals' category, and an Easy Points loyalty program that accrues cashback on each Dirham spent for redemption at participating restaurants.
The platform is built on AWS cloud infrastructure with a fully automated ordering workflow supporting live tracking, scheduled orders, detailed customization (e.g., specific cooking instructions), and multiple payment options including cash on delivery. In October 2025, EatEasy signed a Memorandum of Understanding with SUDO, an AWS Premier Tier Services Partner, at GITEX Global 2025 to accelerate Generative AI adoption, cloud modernization, and data-driven transformation. The company also operates a B2B arm through a partnership with Smile Food UAE (since 2021), under which EatEasy Online FZCO manages Smile Food's full operations, marketing, and delivery network.
EatEasy monetizes through a blended model: marketplace commissions on transactions, per-order delivery fees, a Free Delivery Subscription for unlimited deliveries, the Easy Points cashback loyalty mechanic, and professional services revenue from the Smile Food UAE operational management contract. Customer acquisition is primarily mobile-first via app store distribution with promotional campaigns (e.g., EASYFIRST50 first-order discount, Ramadan deals), local SEO across UAE city and cuisine pages, and active social media on Twitter/X, TikTok, Threads, and LinkedIn. The company was founded in 2011, has 51-100 employees, and remains privately held with one undisclosed funding round recorded in November 2014.
EatEasy firmographics
Firmographics- Name
- EatEasy
- Legal name
- EatEasily Online FZCO
- Website
- https://eateasy.ae
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EatEasy (EatEasily Online FZCO) is a UAE-based online marketplace operating across all seven emirates that connects consumers with restaurants, grocery, pharmacy, and other merchants via web and mobile apps, earning revenue through commissions, delivery fees, subscriptions, and B2B operations management.
- Ownership category
- akta.pro rank
EatEasy industry classification
Industry- Product category
- Online Food Delivery & Marketplace
- NAICS
- Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Restaurant Meal & Prepared Food Delivery (CRAFAFAB)
- akta.pro secondary industries
- Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA), Grocery & Specialty Food Marketplaces (CRAFABAE)
Keywords
Where EatEasy is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
EatEasy business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Restaurant Marketplace Commission: EatEasy operates as an online marketplace facilitating transactions between restaurants and consumers. The company earns revenue through commissions on orders placed through its platform. EatEasy acts as the merchant's payment agent, collecting payments from customers and remitting to merchants.
- Delivery Fee Revenue: EatEasy charges delivery fees to customers for order delivery services. The platform collects these fees as part of the total order amount. EatEasy may also charge a delivery fee for delivery services rendered.
- Subscription (Free Delivery): EatEasy offers a subscription service for unlimited free delivery on orders. Users can subscribe to the Free Delivery Subscription plan for ongoing delivery benefits.
- Operations Management Services: EatEasy Online FZCO manages full operations, marketing, and delivery network for Smile Food UAE since 2021, generating revenue through operational management services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Restaurant commission-based marketplace with variable delivery fees |
| Usage-based | Pay-as-you-go | Easy Points loyalty program - earn on spend, redeem for free food |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
EatEasy product offering
Product offeringCore offering
EatEasy operates an online food ordering, dine-in, and multi-category delivery marketplace serving seven UAE cities. The platform connects consumers with 13K+ restaurants, supermarkets, pharmacies, and other merchants through a mobile-first application and website, featuring live order tracking, detailed customization, scheduled ordering, and a cashback loyalty program (Easy Points).
Product overview
EatEasy is an online food delivery marketplace operating across the UAE. The core offering is the EatEasy Food Delivery Platform and Mobile App, which enables users to order food from over 10000+ restaurants across 8 UAE cities. The platform is complemented by the Easy Points loyalty program for customer retention and Codes (Dine-in) for restaurant discovery. Additional services include Grocery Delivery, Pharmacy Delivery, and a Blog for content engagement. The company operates as EatEasily Online FZCO and partners with Smile Food UAE for operational management.
Differentiator
Problem solved
Functional benefit
Products and services
- EatEasy Food Delivery Platform Online food ordering and delivery marketplace enabling consumers in seven UAE cities (Dubai, Abu Dhabi, Sharjah, Al Ain, Ajman, Ras Al Khaimah, Fujairah) to order from 13K+ restaurants with live order tracking, scheduled orders, and multiple payment options.
- EatEasy Mobile App iOS, Android, and Huawei AppGallery mobile application providing EatEasy's ordering, live tracking, Easy Points, and Codes (Dine-In) functionality, available in English and Arabic.
- Easy Points Loyalty Program Cashback loyalty program in which users earn Easy Points for every Dirham spent on the EatEasy platform, redeemable for free food at participating restaurants.
- Codes (Dine-In) App-exclusive restaurant discovery and dine-in deal feature that allows users to find partner restaurants and redeem dine-in offers through the EatEasy mobile app.
- Grocery Delivery Service for ordering groceries from local stores through the EatEasy platform, extending the marketplace beyond restaurant food into household shopping.
- Pharmacy Delivery Delivery service for medicines and health products from local pharmacies via the EatEasy platform.
- EatEasy Operations Management Services B2B operational management service in which EatEasy manages a partner brand's full operations, marketing, and delivery network; provided to Smile Food UAE since 2021.
Quantifiable outcome
- 13K+ restaurants listed on the platform across 7 UAE cities
- +2 more outcomes
Companies that use EatEasy
Customer profileSegments1 record
Ideal customer profiles2 records
EatEasy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EatEasy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- SUDOcoreSUDO, an AWS Premier Tier Services Partner, signed a Memorandum of Understanding with EatEasy at GITEX Global 2025, hosted at the AWS Booth. The partnership aims to accelerate Generative AI adoption, cloud modernization, and data-driven transformation across the food-tech sector using AWS technologies. This alliance expands SUDO's ecosystem of innovation partners in the Middle East region.
- Smile Food UAEcoreSince 2021, EatEasy Online FZCO has partnered with Smile Food UAE to manage the brand's full operations, marketing, and delivery network. EatEasy's dedicated team ensures seamless service and customer satisfaction. Together, they continue to grow and innovate in the UAE food industry.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
EatEasy competitors and assessment
Company assessmentBroad incumbents
- Uber Eats: Global restaurant-delivery arm of Uber, operating in the UAE and integrated with Careem. Overlaps with EatEasy's restaurant delivery proposition but is part of a much larger global portfolio.
- Zomato: India-headquartered global food-delivery and restaurant-discovery platform. Shares the marketplace and restaurant-merchant model with EatEasy but operates at significantly larger scale across multiple geographies.
- Deliveroo: Global restaurant-delivery platform operating in the UAE under the broader Delivery Hero / Roofood ecosystem. Overlaps with EatEasy on core restaurant delivery but is part of a much wider international portfolio.
Regional players
- HungerStation: Saudi Arabia's leading food-delivery platform (Delivery Hero subsidiary). Highly comparable marketplace model and category breadth to EatEasy, but operates in a different geography (KSA rather than UAE).
- Jahez: Saudi-listed food-delivery platform with restaurant, grocery, and last-mile logistics verticals. Comparable marketplace mechanics to EatEasy with a similar multi-category expansion roadmap, but focused on Saudi Arabia.
Emerging players
- elmenus: Egypt-based food discovery and delivery platform. Comparable as an emerging regional aggregator with restaurant-merchant curation and B2B food data services, though focused on the Egyptian market.
Direct peers
- Noon Food: Noon's food-delivery vertical in the UAE, backed by Mohamed Alabbar and Saudi PIF. Competes head-to-head with EatEasy in restaurant delivery and has expanded into grocery delivery, mirroring EatEasy's multi-category strategy.
- Talabat: UAE-headquartered food and grocery delivery marketplace (Delivery Hero subsidiary) covering all seven emirates and multiple other MENA markets. Directly comparable to EatEasy in product category, target customer, and three-sided marketplace model.
- Careem (Uber): UAE super-app (now owned by Uber) offering food delivery alongside ride-hailing and other services. Directly competes with EatEasy on restaurant delivery in the UAE's major cities and shares the same mobile-first marketplace model.
Others
- Smile Food UAE: UAE-based food brand operated by EatEasy since 2021 as a managed-services partnership. Operationally integrated with EatEasy and a direct comparable on the UAE consumer-restaurant delivery model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
EatEasy social profiles
Digital presenceEatEasy financial estimates
Financial estimateRevenue estimate
Valuation estimate
EatEasy leadership team
Management profileNumber of profiles
Profiles2 records
EatEasy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EatEasy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EatEasy
What does EatEasy do?
EatEasy operates an online food ordering, dine-in, and multi-category delivery marketplace serving seven UAE cities. The platform connects consumers with 13K+ restaurants, supermarkets, pharmacies, and other merchants through a mobile-first application and website, featuring live order tracking, detailed customization, scheduled ordering, and a cashback loyalty program (Easy Points).
Is EatEasy a public or private company?
EatEasy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EatEasy founded?
EatEasy was founded in 2011. It employs 51 to 100 people.
Where is EatEasy based?
EatEasy is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does EatEasy make money?
Four revenue lines are on record. Restaurant Marketplace Commission is the primary driver. The others are delivery Fee Revenue, subscription (Free Delivery) and operations Management Services.
Who are EatEasy's main competitors?
Broad incumbents on record are Uber Eats, Zomato and Deliveroo. Regional players are HungerStation and Jahez. elmenus is listed as an emerging player. Direct peers are Noon Food, Talabat and Careem (Uber). Smile Food UAE is listed as an others.
Does EatEasy have an API?
No public API is recorded for EatEasy.
What industry is EatEasy in?
EatEasy's product category is Online Food Delivery & Marketplace. Its primary akta.pro industry code is CRAFAFAB, Restaurant Meal & Prepared Food Delivery, with a secondary code of AFAIAMAA, Restaurant Meal Delivery Platforms & Aggregators. Its NAICS code is 722513 and its SIC code is 5810.