Leading food and grocery delivery platform in the Middle East — talabat —has been making significant strides in Oman by leveraging advanced technology and innovative business models. In an exclusive interview with Oman Observer, Stephane Berton, Managing Director of talabat Oman, delved into the company’s strategic vision and its transformative role in the Sultanate of Oman’s food delivery industry. Berton provided a comprehensive overview of talabat’s innovative initiatives, safety measures, and long-term strategic roadmap that are designed to revolutionize food delivery in Oman.
talabat envisions itself as a trailblazer in Oman’s tech scene, leveraging cutting-edge technology to redefine delivery experiences. “We are all about disrupting and blazing the trail in Oman’s tech scene,” Berton began. “We’ve introduced innovative dining concepts like cloud kitchens in Oman, which are equipped with advanced technology to support stakeholders such as restaurateurs and food entrepreneurs.” Cloud kitchens, he explained, enable businesses to expand or launch virtual brands without the high costs associated with traditional dine-in facilities. This model offers a profitable, low-risk option for restaurant owners and caterers, thereby making talabat a pivotal player in shaping the future of food delivery in Oman.
Safety, quality, and reliability are cornerstones of talabat’s service offerings. To ensure these, the company implements rigorous measures across its operations. “Vendor selection and onboarding are critical processes for us,” Berton noted. “We carefully select and onboard vendors based on strict criteria, including adherence to food safety regulations. This ensures that all products offered through our platform meet high safety and quality benchmarks.” Furthermore, talabat actively monitors customer feedback and ratings to continually assess service reliability. This feedback loop allows the company to promptly address any issues and maintain high customer satisfaction levels.
Technology and logistics play a significant role in talabat’s operations. The company’s robust technology infrastructure supports efficient order processing and tracking, ensuring timely and accurate deliveries. “We continuously optimise our logistics operations to enhance reliability and minimise delivery times,” Berton shared. Safety protocols are also a priority, with talabat implementing safety training programmes for delivery partners, providing necessary equipment, and adhering to local traffic regulations. Additionally, talabat works closely with governmental entities to ensure compliance with local laws and regulations governing food delivery and e-commerce operations in Oman. “This commitment ensures that our services operate within legal frameworks, contributing to overall service reliability,” Berton emphasised.
Looking ahead, talabat’s long-term vision and strategic roadmap are geared towards sustained success and impactful contributions to Oman. Innovation remains at the forefront of their strategy. “We consistently invest in technological innovation,” Berton stated. “By staying ahead of the curve, we can offer features and solutions that enhance convenience, speed, and overall satisfaction.” Data-driven decisions are another pillar of talabat’s strategy. The company leverages data analytics to gain deep insights into customer behaviour and preferences, allowing them to tailor offerings, optimise processes, and deliver a more personalised experience.
Customer feedback and insights are invaluable to talabat. The company actively seeks feedback from customers and partners through focus groups and surveys, which helps in identifying pain points, understanding evolving preferences, and driving necessary improvements. Partnerships also play a crucial role in talabat’s strategy. “We are constantly working with our partners to provide special discounts and services for our customers, improvising our offerings and making it more affordable,” Berton highlighted.
Beyond technology and service excellence, talabat is deeply committed to community engagement and societal impact. The company plays a significant role in job creation and boosting the local economy. “We are proud that 80% of our team is Omani,” Berton said. “Additionally, we provide economic opportunities for over 6,000 riders, helping them support their families.” Overall, talabat provides 14,000 direct and indirect jobs in Oman. talabat’s ecosystem includes 21 logistics partners and over 5,000 vendor partners, mostly Omani SMEs, thereby fostering local economic growth and resilience.
talabat just recently signed an MoU to introduce a new joint training programme in partnership with the Ministry of Labour, the Oman Logistics Association and Tashgheel.
Sustainability is another core focus for talabat. The company has implemented several strategic initiatives to enhance sustainability and promote environmental responsibility across its operations. talabat begins by calculating its carbon emissions, ensuring transparency and accountability in environmental impact assessments. Through its app, talabat promotes positive behavioral changes such as offering ‘No cutlery’ options to reduce unnecessary waste. “We conduct packaging surveys in each market and collaborate closely with vendors to encourage the use of sustainable bags and packaging materials,” Berton explained. In 2022, talabat joined the Environmental Authority’s national initiative to plant 10 million trees, aligning its efforts with broader environmental conservation goals. Additionally, talabat partnered with the Early Intervention Centre for Children Rehabilitation, demonstrating its commitment to community welfare.
talabat’s commitment to sustainability extends to its tmart platform, where the company actively promotes local procurement and prioritises products with lower carbon footprints. This approach supports regional economies and reduces environmental impact. Recycling initiatives further contribute to waste reduction and resource conservation. Moreover, talabat is collaborating with the government to introduce E-bikes, aiming to revolutionise last-mile delivery services with eco-friendly transportation solutions. The company has also tested drone deliveries at Muscat Bay to explore innovative, eco-friendly transportation solutions for last-mile delivery services.
talabat’s engagement with the local community goes beyond job creation and sustainability. The company is deeply involved in various community initiatives aimed at supporting and uplifting the local population. “Our platform supports good causes through the ‘give back’ in-app feature, allowing customers to donate to local and regional charities,” Berton mentioned. Since 2020, talabat has onboarded nine non-governmental and charitable organisations, facilitating significant contributions to these causes.
talabat’s community initiatives are diverse and impactful. They focus on women empowerment, youth empowerment, financial literacy, and children’s sports events. For instance, talabat has worked on campaigns that highlight and promote small and medium-sized local businesses. These campaigns have driven new customers to try out local cuisine, featuring local gems such as Karamna, Red Cream Oman, Ajeen, and IO Kitchen. By promoting these eateries, talabat not only supports local businesses but also enriches the culinary landscape of Oman.
Charity and social responsibility are integral to talabat’s ethos. In 2023 alone, the company facilitated over RO 500,000 in donations for its charity partners. These partners include Al Rahma, Dar Al Atta, Atta Hifz Al Neama, Bahjah Orphans Society, and the Association of Early Intervention For Children With Disability. “Through these initiatives, we are committed to making a positive impact and supporting the communities and businesses of Oman,” Berton stated.
talabat also collaborates with local authorities and regulators to ensure compliance and contribute positively to Oman’s economy and society. One of the standout programmes is the e-bike piloting programme, which promotes eco-friendly last-mile delivery solutions while ensuring adherence to Omani regulations. “We are actively working with the government on this initiative,” Berton shared. Moreover, talabat’s collaboration with the Environment Authority of Oman on the 10 million trees initiative is another example of its commitment to environmental conservation.
In addition to environmental initiatives, talabat just recently signed an MoU to introduce a new joint training programme in partnership with the Ministry of Labour, the Oman Logistics Association and Tashgheel. This programme focuses on training and onboarding Omani riders to join the talabat platform, thereby supporting local employment and skill development within the logistics sector. “Our collaboration with local authorities and regulators extends to participating in public consultations, conferences, and surveys to ensure compliance and contribute positively to Oman’s economy and society,” Berton explained.
talabat’s engagement with the Oman Vision 2040 office and the Telecommunications Regulatory Authority (TRA) underscores its commitment to aligning with national development goals and regulatory standards. By participating in these consultations and adhering to regulatory frameworks, talabat ensures that its operations are not only compliant but also aligned with the broader economic and social objectives of the Sultanate of Oman.
Stephane Berton’s insights paint a picture of a company that is not only focused on technological innovation and service excellence but also deeply committed to its community and environmental responsibilities. talabat Oman is setting new benchmarks in the food delivery industry, enhancing the delivery experience for its customers while making significant contributions to local economic growth, job creation, and sustainability. Through its strategic initiatives and robust partnerships, talabat continues to drive positive change and foster resilience within the communities it serves. “We are committed to making a difference in every aspect of our operations, from technology and safety to sustainability and community engagement,” Berton concluded.
Oman Observer