ADNOC Distribution, the UAE’s largest fuel and convenience retailer with more than 50 years of heritage, on Monday unveiled ‘Oasis by ADNOC,’ a comprehensive re-launch of its iconic ADNOC Oasis convenience brand.
The transformation introduces a refreshed brand identity along with a premium ‘On-the-Gourmet’ concept, reinforcing the company’s commitment to quality, innovation, and elevated customer experience.
This strategic move strengthens ADNOC Distribution’s leadership in the UAE’s convenience and mobility retail landscape, ADNOC said in a bourse filing with Abu Dhabi Securities Exchange (ADX) this morning.
ADNOC Oasis, an iconic Emirati institution, serves millions of customers annually across its expanding network of 379 locations in the UAE, as well as in Egypt and Saudi Arabia.
As the UAE’s largest locally grown specialty coffee chain by footprint, it is renowned for its high-quality, on-the-go dining experience, earning top marks from customers, with 81% rating its coffee as the best in the UAE in a recent survey.
ADNOC Distribution CEO Bader Saeed Al Lamki said that ADNOC Oasis has been a firm fixture in the communities they have served for decades.
He said that with the launch of ‘Oasis by ADNOC,’ they were refining what we do best — delivering quality, variety, and accessibility — while staying true to the Emirati identity. This refreshed identity reflects a renewed promise to create welcoming spaces for the moments that connect people.
The refreshed identity modernises the Oasis brand while honouring its Emirati roots. Central to this update is the introduction of the ‘On-the-Gourmet’ concept, designed to meet rising customer demand for premium, on-the-go food and beverage offerings.
By blending high quality with speed and convenience, the concept reinforces ‘Oasis by ADNOC’s position as the UAE’s go-to destination for accessible gourmet dining.
The updated menu features an expanded beverage selection, including revamped Barista coffee blends, ceremonial-grade matcha, and protein shakes, alongside new food options such as healthy wraps, fresh salads, and gourmet sandwiches. Signature favourites like gourmet hotdogs and artisanal pizza remain, offering something for every taste.
Reflecting its commitment to local talent and industry, ‘Oasis by ADNOC’ also champions Emirati entrepreneurs by featuring the UAE-made products, locally sourced ingredients, and homegrown F&B brands across its stores.
Non-Fuel Retail Business
The brand refresh comes amid strong momentum in ADNOC Distribution’s non-fuel retail (NFR) business. In H1 2025, NFR gross profit increased by 15%, daily non-fuel transactions rose by 11%, and convenience store gross profit grew by 21%, driven by higher transaction volumes, improved conversion rates, and an expanded product range.
The premium offerings, including barista-prepared beverages, saw a 25% y-o-y increase in daily sales, reflecting the success of new menu innovations and enhanced customer experience.
The launch is fully aligned with ADNOC Distribution’s 2024–2028 growth strategy, which aims to grow non-fuel transactions by 50% and position ADNOC service stations as top-tier convenience destinations. It also opens the door to expanding ‘Oasis by ADNOC’ locations beyond fuel stations.
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