NUMU’s UAE GEMS Campaign Returns With 30 Restaurant Brands Across 85 Locations via Noon Food
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The activation is designed to help participating brands drive customer discovery and acquisition through a combination of targeted offers, creator activity and in-app visibility.
NUMU, the AI-powered growth platform for restaurant brands on delivery apps, has launched the second edition of UAE GEMS, bringing 30 popular homegrown brands across 85 locations together for a seven-day campaign exclusively on noon Food.
Running from September 7–13, 2026, the initiative puts the spotlight on some of the UAE’s best-loved restaurant concepts while driving greater discovery and visibility across the delivery platform.
Following the first edition in May, which saw participating restaurants achieve revenue increases of up to 1,500% compared with a standard trading week, UAE GEMS 2 brings a larger network of restaurants together under one coordinated campaign.
The activation is designed to help participating brands drive customer discovery and acquisition through a combination of targeted offers, creator activity and in-app visibility.
The campaign is supported by NIA, NUMU’s AI-powered growth technology, which analyses restaurant-level commercial data to help determine campaign structures, including offer levels, creator selection and the sequencing of different marketing activities.
Rather than requiring each brand to independently plan and execute a campaign of comparable scope, NUMU enables participating restaurants to access the same combination of media, creator activity and premium in-app visibility through a centrally coordinated activation. A comparable campaign executed independently could cost approximately AED150,000 per brand and require weeks of planning and coordination across marketing, operations and finance.
For the 30 brands involved in UAE GEMS 2, this represents approximately AED4.5 million in equivalent campaign value, while allowing brands to participate without allocating the same level of internal resources to campaign planning and execution.
Through NUMU’s AI-powered platform, these activities are coordinated at scale, significantly reducing the cost and internal resources required from each participating brand.
NUMU currently manages more than 700 restaurant listings across delivery platforms in the UAE and GCC, representing over AED 300 million in annual gross merchandise value (GMV). That operating scale is what makes UAE GEMS possible, it allows NUMU to coordinate hundreds of brand-level growth decisions into one differentiated demand moment that would be operationally difficult to build brand by brand.
Coordinating 85 restaurants inside one curated activation creates enough consumer relevance for a platform to build a genuine in-app moment around it. UAE GEMS 2 will come to life through premium visibility across Noon Food, combining high-impact in-app placements and consumer touchpoints to create a coordinated campaign moment for participating brands and drive discovery at scale.
The curated, time-boxed format also enables brands to participate in sharper tactical offers while protecting brand equity. For the consumer, UAE GEMS is designed to feel like an event rather than an always-on markdown, creating a strong reason to discover and trial participating brands.
“The breakthrough is not simply bringing brands together; it is being able to make hundreds of growth decisions at brand level while coordinating them into one consumer moment,” said Paul Noujeim, Co-Founder at NUMU. “NIA models each restaurant’s economics individually, while Noon Food gives the campaign the in-app environment and visibility to turn that intelligence into demand at scale. That combination is what makes UAE GEMS difficult to replicate.”
NIA works across several stages of the campaign planning process, using restaurant-level data to inform decisions around offers, creator selection and campaign sequencing.
Campaign offers are structured with consideration for factors including cost of goods, delivery commissions and packaging costs, helping brands maintain sustainable unit economics while driving customer acquisition. Participating brands are matched with local creators based on audience relevance and previous performance, rather than follower numbers alone.
At the same time, media, creator activity and in-app visibility are coordinated to build momentum throughout the campaign, ensuring that each element contributes to the wider customer journey rather than operating as separate activities.
Together, these capabilities are designed to connect different stages of the customer journey, from awareness and consideration through to discovery and purchase.
The first edition of UAE GEMS, held in May 2026, saw participating brands record revenue uplifts of up to 1,500% during the campaign week versus a standard trading week on the platform, alongside profit growth. The campaign also brought in thousands of newly acquired customers.
More importantly, post-campaign retention measured 50% above the pre-campaign baseline, indicating that UAE GEMS generated repeat behaviour rather than only pulling demand forward. That distinction matters in a category where promotional spikes are often temporary: the objective is not simply to create a peak, but to create customers who come back.
The UAE GEMS campaign forms part of NUMU’s broader focus on using AI and data to support restaurant growth across delivery platforms.
Through NIA, NUMU aims to give restaurant groups access to data-led growth capabilities across areas including customer acquisition, retention, advertising performance, visibility and unit-level profitability.
“Delivery platforms have created significant opportunities for restaurants to reach consumers at scale. The next step is making that reach more intelligent and commercially effective,” Noujeim added. “Our focus with NIA is to help restaurants understand where growth opportunities exist and then turn those insights into practical campaigns. UAE GEMS demonstrates what is possible when that capability is combined with the reach of a major delivery platform.”
UAE GEMS 2 is running from September 7-13, 2026 exclusively on noon Food.
The activation is designed to help participating brands drive customer discovery and acquisition through a combination of targeted offers, creator activity and in-app visibility.
NUMU, the AI-powered growth platform for restaurant brands on delivery apps, has launched the second edition of UAE GEMS, bringing 30 popular homegrown brands across 85 locations together for a seven-day campaign exclusively on noon Food.
Running from September 7–13, 2026, the initiative puts the spotlight on some of the UAE’s best-loved restaurant concepts while driving greater discovery and visibility across the delivery platform.
Following the first edition in May, which saw participating restaurants achieve revenue increases of up to 1,500% compared with a standard trading week, UAE GEMS 2 brings a larger network of restaurants together under one coordinated campaign.
The activation is designed to help participating brands drive customer discovery and acquisition through a combination of targeted offers, creator activity and in-app visibility.
The campaign is supported by NIA, NUMU’s AI-powered growth technology, which analyses restaurant-level commercial data to help determine campaign structures, including offer levels, creator selection and the sequencing of different marketing activities.
Rather than requiring each brand to independently plan and execute a campaign of comparable scope, NUMU enables participating restaurants to access the same combination of media, creator activity and premium in-app visibility through a centrally coordinated activation. A comparable campaign executed independently could cost approximately AED150,000 per brand and require weeks of planning and coordination across marketing, operations and finance.
For the 30 brands involved in UAE GEMS 2, this represents approximately AED4.5 million in equivalent campaign value, while allowing brands to participate without allocating the same level of internal resources to campaign planning and execution.
Through NUMU’s AI-powered platform, these activities are coordinated at scale, significantly reducing the cost and internal resources required from each participating brand.
NUMU currently manages more than 700 restaurant listings across delivery platforms in the UAE and GCC, representing over AED 300 million in annual gross merchandise value (GMV). That operating scale is what makes UAE GEMS possible, it allows NUMU to coordinate hundreds of brand-level growth decisions into one differentiated demand moment that would be operationally difficult to build brand by brand.
Coordinating 85 restaurants inside one curated activation creates enough consumer relevance for a platform to build a genuine in-app moment around it. UAE GEMS 2 will come to life through premium visibility across Noon Food, combining high-impact in-app placements and consumer touchpoints to create a coordinated campaign moment for participating brands and drive discovery at scale.
The curated, time-boxed format also enables brands to participate in sharper tactical offers while protecting brand equity. For the consumer, UAE GEMS is designed to feel like an event rather than an always-on markdown, creating a strong reason to discover and trial participating brands.
“The breakthrough is not simply bringing brands together; it is being able to make hundreds of growth decisions at brand level while coordinating them into one consumer moment,” said Paul Noujeim, Co-Founder at NUMU. “NIA models each restaurant’s economics individually, while Noon Food gives the campaign the in-app environment and visibility to turn that intelligence into demand at scale. That combination is what makes UAE GEMS difficult to replicate.”
NIA works across several stages of the campaign planning process, using restaurant-level data to inform decisions around offers, creator selection and campaign sequencing.
Campaign offers are structured with consideration for factors including cost of goods, delivery commissions and packaging costs, helping brands maintain sustainable unit economics while driving customer acquisition. Participating brands are matched with local creators based on audience relevance and previous performance, rather than follower numbers alone.
At the same time, media, creator activity and in-app visibility are coordinated to build momentum throughout the campaign, ensuring that each element contributes to the wider customer journey rather than operating as separate activities.
Together, these capabilities are designed to connect different stages of the customer journey, from awareness and consideration through to discovery and purchase.
The first edition of UAE GEMS, held in May 2026, saw participating brands record revenue uplifts of up to 1,500% during the campaign week versus a standard trading week on the platform, alongside profit growth. The campaign also brought in thousands of newly acquired customers.
More importantly, post-campaign retention measured 50% above the pre-campaign baseline, indicating that UAE GEMS generated repeat behaviour rather than only pulling demand forward. That distinction matters in a category where promotional spikes are often temporary: the objective is not simply to create a peak, but to create customers who come back.
The UAE GEMS campaign forms part of NUMU’s broader focus on using AI and data to support restaurant growth across delivery platforms.
Through NIA, NUMU aims to give restaurant groups access to data-led growth capabilities across areas including customer acquisition, retention, advertising performance, visibility and unit-level profitability.
“Delivery platforms have created significant opportunities for restaurants to reach consumers at scale. The next step is making that reach more intelligent and commercially effective,” Noujeim added. “Our focus with NIA is to help restaurants understand where growth opportunities exist and then turn those insights into practical campaigns. UAE GEMS demonstrates what is possible when that capability is combined with the reach of a major delivery platform.”
UAE GEMS 2 is running from September 7-13, 2026 exclusively on noon Food.
