Inside ADNOC Distribution’s mobility vision
We spoke with Jacqueline Elboghdadi, Chief Marketing Officer of ADNOC Distribution, to uncover how its next chapter aims to blend growth, digital innovation, and lifestyle integration to transform the customer experience.
ADNOC Distribution, United Arab Emirate’s largest fuel and convenience retailer, has been a cornerstone of the nation’s mobility infrastructure for over five decades. The company currently operates nearly 980 stations across the UAE, Saudi Arabia, and Egypt, and is on track to reach 1,150 by 2028. As part of this growth, ADNOC is pursuing an ambitious plan to expand its convenience retail arm and redefine the customer experience across the brand’s footprint.
The retailer is embracing new trends and innovations as it moves beyond its traditional fueling role. This transformation is driven by initiatives such as The Hub by ADNOC, a destination concept designed to elevate customer engagement, and the upgrade of Oasis stores through the “On-the-Gourmet” concept, bringing greater variety and convenience to everyday shopping.
We spoke with Jacqueline Elboghdadi, Chief Marketing Officer of ADNOC Distribution, to understand how the Emirati leader is redefining convenience retail and mobility as part of its customer-centric approach for its next chapter.
Personalized convenience
Customer expectations are evolving rapidly, with a growing demand for convenience, personalization, and lifestyle integration. They now seek quality food, beverage options, and comfortable spaces to relax, supported by digital solutions that make their journey easier.
“Customers now have access to more than 120 lifestyle, retail, and travel partners through the ADNOC Rewards app,” explains Elboghdadi. Integrated partner programs are designed to make every interaction more rewarding and convenient, as the brand also advances its shift into an AI-native enterprise “with 20+ initiatives enhancing operational excellence and customer experience.”
Data is at the heart of ADNOC’s strategy to deliver smarter, more personalized experiences. By moving beyond simple transactions, the company uses insights from its over 2.5 million members to anticipate needs, tailor offers and strengthen loyalty: creating a future-ready business where technology drives seamless interactions across every touchpoint.
“By combining loyalty data with digital engagement, location intelligence, and customer feedback—and analyzing these through an AI-native approach, we move from simply understanding behavior to actively shaping it,” adds the company representative.
The Oasis revolution
The transformation of Oasis by ADNOC reflects a response to customers’ growing expectations for quality, innovation, and elevated experiences. At the heart of this evolution is the “On-the-Gourmet” concept, which redefines convenience by focusing on variety, delivery, quality, and accessibility while remaining true to its Emirati identity.
Crafting an inviting environment is at the heart of this format. “We focus on creating a welcoming atmosphere that feels familiar and comfortable,” emphasizing how thoughtful design and genuine Emirati hospitality complement the elevated convenience the company aims to deliver.
This evolution also celebrates home-grown specialty coffee, crafted to reflect local heritage and taste preferences. ADNOC’s commitment to quality has earned strong recognition, with 81% of current customers rating Oasis coffee as the best in the UAE in a recent survey. This reputation was further reinforced by a Careem Award for Best Coffee in Abu Dhabi.
Food service plays a strategic role in the company’s non-fuel growth ambitions, supporting its target of doubling non-fuel retail transactions between 2023 and 2030. The revamped convenience store menu reflects this vision with premium offerings while keeping customer favorites. This focus on excellence is designed to resonate with customers, with the brand leveraging social media virality as an organic form of endorsement.
Lifestyle in The Hub
“By 2030, we see the service station evolving into a seamless mobility-and-lifestyle destination, far beyond refueling,” notes Elboghdadi. This vision comes to life through “The Hub by ADNOC,” a blueprint for the future of convenience and mobility. With a retail footprint three times larger than traditional service stations, each Hub combines fuel, EV charging via the E2GO network, car care, dining, shopping, fitness, and family recreation in one integrated space.
These destinations feature leading UAE brands and international franchises alongside gyms, padel courts, pharmacies, play zones, and seasonal pop-up markets; creating vibrant community hubs that go well beyond the forecourt. By 2030, ADNOC plans to open 30 Hub locations across the country, each uniquely designed to serve as a focal point for the communities they operate in.
The first Hub by ADNOC is already open in Shawamekh, Abu Dhabi, marking the start of this transformation. Six more locations are scheduled to launch by the end of 2025, with the network expanding to 30 by 2030. Beyond redefining the customer experience, these destinations are expected to deliver strong financial performance, contributing an estimated $30 million in annual EBITDA by 2030.
Future-Ready Mobility
Across its five-year strategy, ADNOC Distribution remains focused on network growth, non-fuel diversification, and digital transformation. Regionally, expansion continues at pace, with 80–90 new stations planned in Saudi Arabia by the end of 2025, while Egypt sees Voyager lubricants launched nationwide and into third-party retail for the first time: a milestone for a brand now sold in 50 export markets worldwide.
Technology is equally central to the company’s future-ready approach. Data-driven insights from ADNOC Reward inform every touchpoint, from the most visited Oasis locations and preferred F&B choices to high-demand non-fuel services like car care and EV charging.
As ADNOC Distribution accelerates its transformation, its vision extends beyond fuel to a mobility ecosystem built for the future. From expanding EV infrastructure through the E2GO network, now at 368 fast and super-fast charging points, to creating lifestyle destinations powered by innovative foodvenience strategies, the company is redefining convenience and connectivity across the region. “Our goal is to set a benchmark for integrated mobility and retail experiences, blending global best practices with a deep understanding of local culture,” Elboghdadi concludes.
Written by Gonzalo Solanot
