Dubai-based online food and grocery delivery giant Talabat has appointed Toon Gyssels as its new chief executive officer, a move that signals a strategic shift towards operational efficiency amidst challenging market conditions. Gyssels, who previously served as the company’s chief operating officer and interim CEO, takes the helm at a critical juncture for the regional tech leader.
A Shift In Leadership Amid Market Volatility
The leadership change follows a period of significant stock decline for Talabat, which has seen its share value fall by over 43 percent since its debut on the Dubai Financial Market in December 2024. Shares dipped nearly 4 percent on the day of the announcement. Outgoing CEO Tomaso Rodriguez will transition to a non-executive board role, where he will focus on strategic oversight. Gyssels acknowledged the timing, stating he was joining the company at a “pivotal point” in its history, despite reporting strong financial growth with a 90 percent year-on-year increase in H1 2025 earnings to $222 million.
Navigating A Hyper-Competitive Landscape
Talabat is contending with intensified competition across its eight Middle Eastern markets. Established players like Careem, Deliveroo, and Noon Food, alongside Saudi powerhouses Hunger Station and Jahez, are all vying for market share. The recent entry of Chinese giant Keeta into the core UAE and Saudi markets has further heated the competitive landscape. According to Andrey Dyatlov, CEO of Rapid Delivery Analytics, the strategic imperative for Talabat should be to concentrate on defending its existing market share, which is “more cost-effective than chasing growth in an increasingly saturated space.”
Focus On Operations Over Expansion
Toon Gyssels is expected to leverage his operational expertise to steer the company forward. Having previously spearheaded the company’s cloud kitchen and Q-commerce logistics, his leadership is anticipated to prioritize sharpening operational focus over pursuing aggressive expansion. This internal promotion suggests a deliberate strategy to double down on core business efficiencies and logistics to build a more resilient and profitable model in the face of market pressures.
The Future of GCC Quick Commerce
The strategic pivot comes as the region’s quick-commerce sector matures. Sandeep Ganediwalla, a partner at Redseer Consulting, noted that the Gulf’s food and quick-commerce market is “entering a new phase” characterized by hyper-growth in emerging verticals like instant grocery, but also by hyper-competition and imminent consolidation. Redseer projects the GCC’s quick-commerce market will reach a staggering $47 billion in gross merchandise value by 2030, highlighting the immense opportunity for companies that can effectively navigate the evolving landscape.
About Talabat
Founded in 2004, Talabat is a leading online food and grocery delivery platform in the Middle East & North Africa. Headquartered in Dubai, UAE, the company operates in eight countries, connecting millions of users with thousands of restaurants, grocery stores, pharmacies, and other retail outlets through its app and website.
Source: AGBI
