By Staff Reporter
Dubai: What began as a simple observation during evening walks past cafés and bakeries has grown into one of the UAE’s most promising food-tech ideas. Hasan Sarwar, once on a steady path in investment banking, found himself increasingly troubled by the sight of fresh, unsold food being discarded daily despite being perfectly edible.
That concern led to the creation of Peekabox, a Dubai-based platform that connects consumers with surplus food from restaurants, cafés, bakeries and supermarkets at discounts ranging from 50% to 70%. The concept is straightforward but powerful: reduce food waste while making quality meals more affordable.
“Not expired food, not bad food, just perfectly good meals being thrown away because the day had ended,” Sarwar explained.
Having grown up in Dubai for over 18 years, Sarwar understood both the city’s vibrant food culture and the scale of its waste problem. His research revealed that more than $3.5 billion worth of food is wasted annually in the UAE, with nearly 38% of prepared food discarded every day. At the same time, rising living costs have made residents more conscious of their spending, particularly on dining.
Together with his brother and co-founder Omair, Sarwar saw an opportunity to solve both challenges at once. The pair, both with finance backgrounds from firms like Jefferies and Rasmala, approached the venture not as a charity but as a commercially viable solution.
“We wanted to create a win-win model where businesses recover lost revenue and consumers access affordable food from brands they already trust,” he said.
Convincing the market, however, was not easy. Starting out in their early twenties, the brothers faced skepticism from seasoned industry players. They had to clearly demonstrate that selling surplus food at discounted prices would not cannibalise regular sales but instead generate additional income from otherwise wasted stock.
Their persistence paid off. Before officially launching, Peekabox secured partnerships with over 1,000 outlets, including major names such as Carrefour, Costa Coffee, Tim Hortons, Dunkin’, Eataly, and Union Coop. The startup also raised $1.5 million in seed funding, attracting prominent regional investors.
Dubai proved to be the ideal testing ground. With its dense concentration of food outlets and a population accustomed to digital convenience, the city offered both scale and accessibility. The company set up operations within the DIFC Innovation Hub and ensured compliance with local health regulations by operating strictly as a marketplace without handling food directly.
For Sarwar, the entrepreneurial journey was influenced by family history. His father left banking to start a business in Dubai, while his grandfather built a hospitality venture after relocating internationally. These examples shaped his willingness to take risks, though he emphasizes that Peekabox was built entirely from scratch.
Looking ahead, the company plans to expand across the UAE and into the wider Gulf region. Sarwar envisions Peekabox becoming the go-to platform for discounted quality food while helping businesses minimise waste.
His advice to aspiring entrepreneurs reflects his own journey: “Start before you feel ready. If we had waited for perfect clarity, we would still be in banking.”
As Dubai continues to grapple with food waste and rising living costs, Peekabox is positioning itself at the intersection of sustainability and affordability—turning what was once discarded into value for both businesses and consumers.
