Public projects · Market investigation · Food delivery
The Delivery Bill
Out of every $100 spent on a delivery app in the Gulf, how much does the app actually make?
Personal project on public data. Not client work. An independent analysis, not linked to any company mentioned.
$5profit left from a $100 order
$3.40of that $5 comes from advertising
$400mof yearly profit at stake by 2028
The data
Public filings and official statistics: talabat, Delivery Hero, Jahez, DoorDash, Uber, Instacart, Meituan, and the Saudi competition and transport authorities.
How it was built
Power BI with a what-if simulator, country tooltips and a full Arabic version.
What I found
- Of a $100 order, talabat keeps about $24 in commissions, fees, subscriptions and ads. After riders, tech and people, about $5 is left as profit.
- After Keeta launched in Qatar, Kuwait and the UAE, profit per $100 ordered fell from $6.40 to $5.00 in a year, while talabat stayed at least twice the size of the next app in 7 of its 8 markets.
- In Saudi Arabia, delivery orders jumped 79% between 2023 and 2025, but Jahez’s growth fell from 31% to 6%.
- The gap between a long price war and winning grocery comes to about $400m of profit a year by 2028.
How I tested it
With only 8 markets, the share data is weak on its own: 11 of the 56 ways to pick 3 markets show a drop as big as the Keeta markets. So the report does not claim Keeta took share; the margin and growth findings are what hold up.
Screens
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The Lending Machine
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