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Kitopi Hits 50M Meals; Switch Foods Launches in US; Talabat’s Gyssels Returns as CEO
Saturday, December 27, 2025
Happy Saturday everyone!
Today’s top stories highlight major moves in the Middle East food tech and delivery sectors. Kitopi served 50 million meals in 2025, turning free cash flow positive and marking a key growth milestone, according to CEO Mohamad Ballout. Meanwhile, Abu Dhabi-born plant-based startup Switch Foods has officially launched its full product range in the US via Amazon, with founder Edward Hamod emphasizing taste, clean ingredients, and innovation. Finally, Toon Gyssels returns as CEO of Talabat, promising a focus on people, teams, and partners to unlock the platform’s ecosystem potential.
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Kitopi Serves 50 Million Meals In 2025, Marks Turning Point For UAE Food Tech Leader
What’s it About?
Kitopi, the UAE-based cloud kitchen company, reported serving 50 million meals in 2025, alongside a 10pp rise in EBITDA and turning free cash flow positive in Q4. CEO Mohamad Ballout described the year as a “serious corner” for the business, highlighting strong growth across its core brands, record loyalty app users, and the launch of innovative services like Right Bite Flex.
Why it Matters?
The milestones signal Kitopi’s transition from rapid growth to sustainable scale, proving the viability of homegrown cloud kitchen models. Strategic collaborations with chefs, brands, and platforms such as KAYALI, L’Oréal, and talabatstrengthened its market presence. The company also invested in technology, with its SKOS platform achieving record customer satisfaction and low complaint rates, reinforcing its reputation as a tech-driven food operator.
What’s Next?
Looking ahead, Kitopi plans expansion into three new markets and a global rollout of its app, including a crypto-enabled loyalty program with Avalanche. The company aims for a full year of profitability, deeper AI integration into operations, and larger community-focused collaborations. Ballout emphasized that while the journey has been challenging, the focus remains on scaling core brands, enhancing customer experience, and maintaining employee wellbeing.
Abu Dhabi-Born, Plant-Based Meat Company Switch Foods has Expanded to the US, CEO Reveals
What’s it About?
UAE-based plant-based meat company Switch Foods, founded in 2022 by Edward Hamod in Abu Dhabi, has officially launched its full product range in the United States via Amazon.com. Hamod said, “I am incredibly proud to announce that Switch's full range of plant-based proteins is now officially available across the USA on amazon.com!” The lineup includes burgers, nuggets, tenders, kabab, kafta, shawarma, and ground meat, available for direct delivery to U.S. consumers.
Why it Matters?
Switch Foods represents a growing wave of Middle Eastern plant-based innovation. Hamod explained, “When we started Switch Foods, our goal was to introduce the category to our region and test the quality of our products in a smaller, more controlled, and less expensive market.” The company’s first production facility in Abu Dhabi’s KEZAD industrial zone produces pea-protein-based alternatives, combining taste, clean ingredients, and innovation to compete globally.
What’s Next?
Looking ahead, Hamod highlighted that the Amazon launch is just the beginning: “Switch products will soon be on the shelves of some of the top US retailers!” He added that the brand aims to redefine the plant-based experience globally, focusing on taste, health, and innovation while scaling operations and expanding its U.S. footprint.
“Once a talabaty… always a talabaty”: New Talabat CEO Toon Gyssels Says Will Focus on Ecosystem Growth
What’s it About?
Talabat has appointed Toon Gyssels as its new CEO, replacing Tomaso Rodriguez. Gyssels, who first joined the company in 2017, said in a LinkedIn post, “When I first came to the region for talabat in 2017, I came to help build a business. Looking back, the business actually built me.” He emphasized that the core strength of Talabat lies not in technology, but in its people, riders, and partners supporting millions of customers daily.
Why it Matters?
Gyssels’ return signals a renewed focus on talent, culture, and operational excellence in the region’s leading food delivery platform. “The magic of talabat isn’t the tech. It’s the people,” he said, highlighting his commitment to staying close to teams and understanding the needs of employees and partners. Analysts note that leadership familiar with the region and ecosystem can help accelerate growth and strengthen customer trust.
What’s Next?
Looking forward, Gyssels aims to unlock the full potential of Talabat’s ecosystem. “Returning as CEO is a privilege. My focus now isn’t just on strategy, but on unlocking the potential of this incredible ecosystem,” he said. His priorities include closer collaboration with teams and partners, raising sector standards, and building the next chapter of Talabat’s growth across the Middle East.
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