ADNOC Distribution Unveils Refreshed Retail Brand Identity

ADNOC Distribution unveiled a major rebrand of its popular convenience store chain, changing from "ADNOC Oasis" to "Oasis by ADNOC." The company is betting big on premium food and beverages with a new "Gourmet on the Go" concept, targeting customers who want high-quality meals while traveling across the UAE.

The rebrand comes at a strong moment for ADNOC Distribution's retail business. Non-fuel retail profits jumped 15% in the first half of 2025, with daily transactions up 11%. The retail segment's gross profit surged 21%, driven by more customer visits and better conversion rates.

ADNOC Oasis has built a solid presence since launching, serving millions of customers annually through 379 locations across the UAE. The chain also operates in Egypt and Saudi Arabia, making it a regional player in the convenience store market.

"We're relaunching this brand with a fresh vision focused on quality, variety, and accessibility while keeping our authentic Emirati identity," said Bader Saeed Al Lamki, CEO of ADNOC Distribution.

The "Gourmet on the Go" concept addresses growing demand for premium ready-to-eat food and drinks. This approach combines high quality with speed and convenience - something that matters in the UAE's fast-paced market where people often eat on the move.

Premium offerings are already showing results. Specialty coffee drinks saw daily sales growth of 25% year-over-year, suggesting customers are willing to pay more for better quality products at gas stations and convenience stores.

The rebrand reflects broader changes in the UAE's retail landscape. Convenience stores are evolving from basic fuel stops into destinations for quality food and drinks. ADNOC Distribution is positioning itself to capture more of this growing market by upgrading its food offerings while maintaining the convenience factor that draws customers.

This move also supports ADNOC Distribution's strategy to reduce dependence on fuel sales by building stronger retail and food service revenue streams. With fuel margins often tight, the higher-margin food and beverage business becomes increasingly important for profitability.