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Hybrid digital food hall launched at Dubai’s City Centre

The hybrid digital food hall – Halla Food allows guests to order from multiple virtual restaurants with a single online transaction by combining digital and physical dining experiences

Majid Al Futtaim, the UAE-based retail giant, has launched its first hybrid digital food hall concept at Dubai’s City Centre Me’aisem, with more locations planned later this year.

The hybrid digital food hall – Halla Food allows guests to order from multiple virtual restaurants with a single online transaction by combining digital and physical dining experiences.

Majid Al Futtaim said, as it seeks to meet the expectations of today’s digital-savvy consumers, the opening is part of its digital transformation.

Spanning less that 3,000 sq ft, the hybrid digital food hall consists of a single cloud kitchen, seven home grown F&B concepts and a 34-seater restaurant.

The hybrid model provides guests with a contactless digital experience from end-to-end using technology and automation. Customers can order their food online on, through delivery apps or at the physical location by scanning a QR code or using the self-serve kiosks.

Customers also have the option to have food delivered directly to their door or collect it at the self-service pick-up cubbies and dine-in.

Brands include VOX Cinemas’ Candy Bar, Top Bun, Kitchen 35, Pizza Al Taglio and Nutella as well as Epic Byrd, a fried chicken restaurant, and Akl El Beyt, which specialises in Lebanese home cooking.

For guests to enjoy an even wider variety of cuisines, the hybrid digital food hall will also be joining forces with third party F&B outlets later this year. Halla Food also plans to expand its presence with additional locations planned for later this year.

Marc Matar, vice president, Food and Beverage, Majid Al Futtaim Leisure, Entertainment & Cinemas 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”.

“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. 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”.

The hybrid digital food hall marks the latest F&B innovation from Majid Al Futtaim Leisure, Entertainment & Cinemas. Later this year, it said it will accelerate its growth in the F&B sector with further openings and collaborations across both UAE and Saudi Arabia.

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