The context
Kitopi brought together food brands, kitchen operations and technology. Over nearly five years, my remit evolved with the business—from growth and UAE operations to consumer product and partnerships.
The challenge
Build a consumer experience and the operational systems behind it while the business, brand portfolio and customer volume were growing quickly.
The work
Built and rolled out a direct-to-consumer ordering platform across more than 150 brands, alongside the Kitopi Rewards app and omnichannel loyalty programme.
Took Shop Kitopi from idea to launch in three weeks, covering product, operations and marketing, including a white-label grocery partnership with Deliveroo.
Brought customer operations in-house and implemented Salesforce and Genesys as the contact centre grew from 30 to 100 employees.
Led the Right Bite backend and mobile app development, bringing diet planning into a digital customer experience.
What came from it
- UAE operations grew from 800 to more than 10,000 daily orders during my growth and operations remit.
- Direct-to-consumer ordering rolled out to 150+ brands.
- Right Bite apps achieved ratings above 4.5 and supported UAE and KSA expansion.