ADNOC Distribution has recently unveiled a refreshed identity for its iconic convenience store chain, now officially named “Oasis by ADNOC.” This rebranding initiative is part of the company’s effort to redefine convenience retail in the UAE, offering a modern shopping experience that combines high-quality products, on-the-go dining options, and an inviting atmosphere for all types of customers. The Oasis by ADNOC brand refresh marks a major milestone in ADNOC Distribution’s journey to strengthen its position as a leader in the UAE’s convenience retail sector.
A Legacy of Convenience
Oasis by ADNOC has been an essential part of daily life in the UAE for many years. With over 379 locations across the country, the chain has grown into a prominent convenience store brand, often recognized for its specialty coffee and quick service offerings. The brand has expanded beyond the UAE, with additional outlets in Egypt and Saudi Arabia. It has become particularly popular among busy professionals, families, and commuters who rely on it for both fuel and daily essentials.
Over the years, ADNOC Oasis has earned a reputation for delivering quality products and a seamless customer experience. Surveys indicate that the majority of customers view its coffee as one of the best in the UAE, demonstrating the chain’s commitment to maintaining high standards while continuously innovating its offerings.
Introducing the ‘On-the-Gourmet’ Concept
One of the key highlights of the Oasis by ADNOC brand refresh is the introduction of the “On-the-Gourmet” concept. This new initiative aims to elevate the convenience store experience by offering premium food and beverage options that cater to customers seeking quick but high-quality meals. From freshly prepared sandwiches to specialty coffee drinks, the On-the-Gourmet concept blends speed and quality to create an experience that is more than just a traditional convenience store visit.
This strategy aligns with ADNOC Distribution’s 2024–2028 growth plan, which aims to increase non-fuel transactions by 50%. By introducing premium offerings, the company intends to position its service stations as top-tier convenience destinations, ensuring that customers have access to quality products and services beyond fuel.
Modernizing the Brand Identity
The Oasis by ADNOC brand refresh also includes a modernized logo, updated store layouts, and new signage. The updated design preserves the chain’s Emirati roots while presenting a sleek, contemporary look that appeals to a wide range of customers. The stores have been redesigned to create a more welcoming and functional shopping environment. Improved layouts make it easier for customers to navigate the store, find products quickly, and enjoy a more relaxed shopping experience.
The refreshed identity emphasizes a modern aesthetic without losing the brand’s familiarity. Customers can now enjoy a visually appealing environment, whether they are picking up coffee on their way to work or shopping for daily essentials.
Expanding Beyond Fuel Stations
Traditionally, ADNOC Oasis stores have been integrated within fuel stations, providing convenience for drivers. With the brand refresh, ADNOC Distribution is exploring opportunities to expand Oasis by ADNOC locations beyond fuel stations. By opening outlets in shopping malls, business districts, and residential communities, the brand can reach a broader customer base and enhance accessibility.
This strategic expansion allows Oasis by ADNOC to become a regular part of customers’ daily routines, not just a stop along the way. The new approach reinforces ADNOC Distribution’s commitment to being more than just a fuel provider, positioning the company as a key player in the UAE’s convenience retail landscape.
Supporting Local Businesses and Sustainability
The Oasis by ADNOC brand refresh highlights the company’s dedication to sustainability and support for local businesses. The stores now feature a broader selection of UAE-produced products, giving customers access to fresh and locally sourced items. In addition, initiatives such as the “Youth Corner” provide a platform for emerging Emirati entrepreneurs to showcase their products, fostering innovation and entrepreneurship within the community.
This focus on local partnerships demonstrates ADNOC Distribution’s commitment to contributing to the UAE economy and promoting sustainable practices. Customers benefit from high-quality, locally sourced products while supporting the growth of small and medium-sized businesses in the region.
Enhancing Customer Convenience
Customer convenience is at the heart of the Oasis by ADNOC brand refresh. The company has introduced digital enhancements to make shopping faster and more accessible. Customers can pre-order items through the ADNOC Distribution mobile app and have their orders delivered directly to their vehicles at participating locations.
Additionally, the brand has partnered with local delivery services to offer home delivery from select stores. This service allows customers to enjoy the convenience of accessing their favorite products without visiting the store physically, meeting the growing demand for on-demand shopping and digital solutions.
Community Engagement and Customer Experience
Oasis by ADNOC focuses not only on products but also on creating a memorable customer experience. The rebranded stores are designed to provide a comfortable and engaging environment, whether customers are grabbing a quick coffee or spending time browsing the store’s offerings. The company has also increased its focus on customer feedback, using insights to continuously improve service quality, product variety, and store design.
By integrating community-oriented initiatives, local products, and modern digital solutions, Oasis by ADNOC creates a sense of connection with its customers. The brand is more than just a convenience store—it serves as a destination that reflects the values and preferences of the UAE community.
Looking Ahead
The Oasis by ADNOC brand refresh represents ADNOC Distribution’s forward-looking strategy to strengthen its position in the UAE convenience retail sector. By modernizing the brand, introducing the On-the-Gourmet concept, expanding locations, and supporting local businesses, ADNOC is setting new standards for convenience stores in the region.
As the company continues to innovate and expand, Oasis by ADNOC is poised to become an integral part of daily life in the UAE, offering customers an unmatched combination of convenience, quality, and community engagement.
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