From Investment Banking to Transforming Food Waste: Brothers Launch Dubai’s Game-Changing App Peekabox with 50,000 Downloads in Weeks
In a remarkable turnaround, the UAE startup Peekabox has surged to prominence within weeks of its launch, amassing over 50,000 downloads and securing the top position in the App Store’s food category. The app, designed to connect consumers with surplus food from renowned outlets, is the brainchild of British brothers Hasan Sarwar and Omair Sarwar, aged 25 and 24, who have transitioned from investment banking to entrepreneurship in Dubai.
Having spent two decades in Dubai, the brothers returned after their university education in London, seeking a more meaningful career path. Their quest led to the development of Peekabox, a food-tech platform aimed at reducing food waste by facilitating the sale of unsold food items at discounted prices.
The Idea That Started with a Bakery Shelf
The concept for Peekabox emerged from Hasan’s observations during his visits to cafes and supermarkets. He noted that many establishments had shelves filled with perfectly good food that often went unsold. Hasan remarked on the frequent sight of full bakery sections in grocery stores, indicating a significant amount of edible food being wasted daily.
Recognizing a dual opportunity—food businesses discarding edible products and consumers seeking affordable food options—the brothers created Peekabox. The app allows users to purchase surprise boxes containing unsold food at discounts ranging from 50% to 70%. This model not only generates revenue for food outlets but also provides consumers with affordable meals while contributing to the reduction of food waste.
How the App Works
Users of the Peekabox app can explore a variety of participating restaurants, bakeries, and grocery stores offering discounted surprise boxes of surplus food. Each listing includes details about the outlet, the collection window, and the types of items included, although the exact contents remain a surprise. After reserving and paying for a box through the app, users can collect it during the specified pickup time.
Typically, these boxes contain fresh food that would otherwise go unsold, allowing customers to enjoy meals and baked goods at reduced prices while assisting businesses in minimizing food waste and attracting new customers.
A Year of Groundwork Before a Single Download
Despite its recent launch, the groundwork for Peekabox began over a year ago. The Sarwar brothers dedicated months to persuading restaurant groups, cafes, and grocery chains to join a platform that had yet to be established. Hasan emphasized the importance of having a robust lineup of brands available on launch day, which required extensive outreach efforts.
The brothers faced challenges in convincing potential partners to join a platform without an established customer base or proven track record. Umer noted that securing commitments from brands and investors was particularly challenging at this stage. The duo utilized various outreach strategies, ultimately finding that direct phone calls were the most effective means of engagement.
By the time of launch, Peekabox had secured agreements with nearly 1,000 stores, with an initial rollout involving around 250 locations across the UAE. The startup currently operates with a small team of fewer than ten members, including the founders, an operations team, a business development manager, and an advisory board.
Building a Business as Brothers
The decision to co-found Peekabox was a natural progression for the Sarwar brothers, who share a background in education and industry. When Hasan began developing his startup idea, Omair was the obvious choice for collaboration. Hasan acknowledged the challenges of launching a startup alone and highlighted the trust and synergy they share as siblings.
Their roles within the company are clearly defined, with Hasan focusing on operations and technology while Omair manages partnerships, growth, and expansion. This division of responsibilities leverages their complementary skill sets effectively.
Dubai’s Startup Advantage
The brothers attribute much of their success to the supportive startup ecosystem in Dubai. Peekabox is incorporated through the DIFC Innovation Hub, which provides entrepreneurs with streamlined processes and incentives. Hasan remarked on the UAE’s emergence as a global startup hub, noting the invaluable support from influential figures willing to assist young founders by opening doors and providing guidance.
This access to resources has proven crucial for first-time entrepreneurs like the Sarwar brothers, enabling them to navigate the complexities of launching a new business.
Supporting a Wider National Strategy
The rapid growth of Peekabox aligns with the UAE’s national commitment to reducing food waste, a key component of its sustainability agenda. The UAE aims to halve food loss and waste by 2030, in accordance with the UN Sustainable Development Goals. Initiatives like Ne’ma, the National Food Loss and Waste Initiative, work across various sectors to address waste throughout the food value chain.
Additionally, the UAE Food Bank focuses on redistributing surplus food to those in need, having distributed over 96 million meals since its inception in 2017. Hassan noted that food waste is a complex issue, with various stakeholders addressing different stages of the value chain.
What Happens Next?
As Peekabox continues to gain traction, the founders face the challenge of meeting increasing demand. Since its launch, nearly all surprise boxes have sold out daily, prompting the company to expand its partner network by onboarding new brands. Improving the customer experience remains a top priority, with the team actively seeking feedback to enhance their service.
Hassan emphasized their commitment to creating a financially viable app while making a meaningful impact. The brothers recognize the commercial potential of their venture and are dedicated to its growth.
Source: www.emirates247.com
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Published on 2026-05-29 19:13:00 • By the Editorial Desk
