Majid Al Futtaim has launched hybrid digital dining concept Halla at City Centre Me’aisem in Dubai.
The Middle East’s retail giant introduced its ‘cloud’ kitchen concept to allow diners to order food from virtual home-grown restaurants.
Customers can order food online via voxcinemas.com, through traditional delivery apps (Deliveroo, Zomato, Talabat) or in-person, using self-serve kiosks or scanning QR codes.
Food is either delivered or picked up at the location’s self-serve pick-up cubbies. Customers also have the option of dining at the mall.
Measuring 3,000 square feet, Halla can seat up to 34 guests and offers food delivery from seven restaurants across the city, including Pizza al Taglio, Top Bun and Kitchen 35.
By the end of the year, the concept will add home-grown options, collaborate with third-party restaurants and have additional branches around the city.
The project complements Majid Al Futtaim’s commitment to a digital transformation amid global technological advances and innovations.
Marc Matar, vice president of Majid Al Futtaim’s Food & Beverage division, said: “Having set the benchmark in cinema dining, we’re extremely proud to expand our F&B portfolio with the launch of a hybrid digital food hall concept, which combines multiple restaurants in a smaller, more efficient footprint.”
He said offering a wide variety of options and hassle-free experience is essential for consumers in today’s post-pandemic world.
“Halla Food provides our guests with an abundance of choice as well as a convenient, contactless and seamless experience.
“Digital transformation is disrupting every industry and, at Majid al Futtaim we believe that having the ability to adapt to our guests’ evolving needs and innovating fast is the secret sauce.” Mr Matar said.
“The opening of Halla Food demonstrates how we are continuously delivering pioneering concepts to stay ahead of the dynamic demands of today’s digital-first consumers.”
