Biteaway
Biteaway is a UAE-based fast-casual restaurant chain with multiple branches across Dubai and Sharjah. They approached Matscop Technical to build their entire digital presence from scratch — starting with a bold brand identity and extending to a full online ordering platform, iOS and Android mobile apps, and an ongoing digital marketing strategy. The result is a seamlessly integrated digital experience that drives direct orders, reduces third-party commission dependency, and builds long-term customer loyalty.
Services Delivered
Building a Direct-Order Channel to Escape Third-Party Commissions
Like most restaurant chains in the UAE, Biteaway was heavily dependent on third-party delivery platforms that charged 20–35% commission per order — severely compressing margins on an already cost-intensive business. Building a direct ordering channel wasn't just a digital nice-to-have; it was a profitability imperative.
The challenge was doing this from zero — building a brand identity, website, and mobile apps that could compete for customer attention against established platforms with massive marketing budgets. The direct channel had to offer a superior customer experience, a loyalty incentive, and seamless ordering across web and mobile to drive habit formation among repeat customers.
What We Delivered
Brand Identity & Logo Design
We developed a bold, appetising brand identity for Biteaway — one that communicates speed, quality, and approachability in the competitive UAE food market. The brand system includes a primary logo with bold typography and a distinctive colour palette built around energetic, food-forward tones. We delivered a complete brand guidelines document covering all application contexts, ensuring visual consistency across packaging, signage, digital platforms, and advertising.
Online Ordering Website
We built a fast, intuitive food ordering website with a complete e-commerce flow — menu browsing by category, item customisation, a streamlined checkout process, and payment gateway integration supporting card and digital wallet payments. The site integrates with Biteaway's kitchen management system for real-time order receipt and features a loyalty points system to incentivise repeat direct orders. The website is optimised for mobile-first browsing, where the majority of food orders originate.
iOS & Android Mobile Apps
We developed native-quality mobile applications for both iOS and Android using React Native — delivering a consistent, high-performance ordering experience on both platforms from a single codebase. The apps feature push notifications for order status updates and promotional offers, saved address management, order history, loyalty points tracking, and an in-app referral programme. Both apps were submitted and approved by their respective stores and are available for download across the UAE.
Digital Marketing & Social Media
We launched and managed Biteaway's digital marketing programme — including Meta Ads campaigns targeting UAE food enthusiasts by area, Google search ads capturing intent-based ordering traffic, and social media management across Instagram and TikTok. Content creation covered food photography direction, Reels production, promotional campaign graphics, and ongoing community management. We also ran app download campaigns to rapidly grow the mobile user base at launch.
Key Results
Of total orders now placed directly — reducing platform commission dependency
App downloads within the first 6 months across iOS and Android
Average app store rating from customer reviews
Instagram followers grown organically through content and campaign management
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