Dubai is doubling down on its push to support homegrown businesses, this time targeting one of its most competitive sectors: food and beverage.
In a new agreement, Dubai SME has partnered with noon Food to help Emirati-owned restaurants reduce costs and reach more customers through digital channels.
At its core, the initiative is designed to remove some of the barriers that have traditionally made it harder for smaller, locally owned restaurants to compete with larger or international brands in the online delivery space.
Under the partnership, noon Food will waive onboarding fees for businesses referred by Dubai SME and introduce a structured commission model over five years. The commission starts at 10 percent in the first year and gradually increases to 20 percent by the fifth year.
Those early savings matter for small operators. Listing on delivery platforms often comes with upfront costs and ongoing commissions that can eat into already thin margins. Removing those initial fees effectively lowers the barrier to entry for restaurants trying to establish an online presence.
Beyond cost reductions, the agreement also gives participating businesses access to noon’s broader ecosystem, including its logistics network, payment infrastructure, and marketing campaigns.
That combination of exposure and operational support is where the real value lies. Many small restaurant owners can cook exceptional food but struggle with visibility in a crowded digital marketplace. This partnership attempts to bridge that gap.
A Push Toward Digital Competitiveness
The move reflects a broader shift in how Dubai is supporting its SME sector. Rather than focusing solely on funding or licensing, recent initiatives have leaned heavily into digital enablement.
Through this agreement, eligible businesses will receive onboarding support, operational guidance, and performance tracking tools to help them adapt to online demand.
The emphasis is not just on getting restaurants online, but on helping them stay competitive once they are there.
Ahmad Al Room Almheiri, Acting CEO of Dubai SME, said, “Dubai SME and noon have partnered to create new opportunities for Emirati F&B entrepreneurs by combining institutional support with digital platform scale. This agreement delivers tangible advantages, from tailored commission rates to structured promotional investment, enabling our members to compete effectively and grow sustainably within the digital marketplace. It reinforces Dubai’s commitment to empowering SMEs as key drivers of economic diversification and long-term growth, as envisioned by our city’s leadership through the Dubai Economic Agenda, D33.”
Faraz Khalid, Group CEO of noon, said, "Partnering with Dubai SME allows us to provide Emirati entrepreneurs with the digital infrastructure they need to thrive. By offering localised support and preferential access to our ecosystem, we are ensuring that homegrown F&B brands can scale rapidly and contribute directly to the goals of the D33 agenda."
Aligning With Dubai’s Economic Agenda
The collaboration also ties directly into Dubai’s long-term economic strategy. Dubai’s Economic Agenda, known as D33, aims to double the size of the emirate’s economy by 2033 and strengthen its position as a global business hub. Supporting SMEs is a central pillar of that strategy, as small and medium-sized enterprises account for more than 95 percent of registered businesses in Dubai.
Within that context, the food and beverage sector plays a particularly visible role. It is both a cultural touchpoint and a fast-evolving industry shaped by changing consumer habits, especially the rapid growth of online ordering.
By helping Emirati-owned restaurants gain traction on digital platforms, policymakers are effectively investing in both economic diversification and cultural representation.
While the headline focus is on food delivery, the agreement signals something broader about how public and private entities are working together in Dubai.
The model is becoming familiar: government-backed organizations identify priority sectors or businesses, while private platforms provide the tools, infrastructure, and reach needed to scale.
Similar collaborations have already been seen in e-commerce and digital retail, where partnerships with platforms like noon have been used to help SMEs build an online presence and access new markets.
In this case, the same logic is being applied to the F&B sector, where competition is intense and visibility can make or break a business.
Restaurant owners see immediate, practical benefits. Lower upfront costs, marketing support, and access to a large customer base help stabilize revenues and improve long-term sustainability. Over time, the structured commission model adds predictability, allowing businesses to plan growth instead of reacting to fluctuating costs.
Customers may not notice the shift immediately, but the impact is still meaningful. Greater participation from Emirati-owned restaurants could diversify options on delivery platforms, offering more locally rooted dining experiences.
And for the broader economy, the partnership reinforces a trend: growth in Dubai is increasingly tied to how effectively businesses can operate in digital environments.
The partnership between Dubai SME and noon Food arrives at a time when the F&B sector is undergoing rapid transformation. Online ordering, app-based discovery, and platform-driven marketing are no longer optional; they are central to how the industry functions.
By reducing friction and providing structured support, the initiative gives Emirati-owned businesses a better chance to compete on equal footing.
