Foodics
Foodics is a Saudi restaurant platform across MENA — POS, back-of-house, and tens of thousands of merchants. POS was commoditizing; they needed online ordering that still felt merchant-native.
A platform merchants own
White-label online ordering that still feels brand-native — merchants control branding and menus; diners get fast flows across apps and kiosks.
Design was the bottleneck
Scattered teams, rigid templates, soft conversion, and merchants with almost no brand control — while MENA growth kept accelerating.
Embed first. Then raise the bar.
Phoenux embedded across product pods, shipped a shared component system, and moved from fixed templates to configurable widgets built for conversion.
Modular ordering that still feels personal
Every section became a configurable widget — so a coffee shop and a QSR chain share one system but look distinct.
Configuration that matches the apps
The merchant portal maps every app surface to live preview controls — branding, menus, and layouts without support tickets.
Where speed meets trust
Design ran as a self-sustaining function across pods — Arabic-first UX with full RTL, and high-fidelity prototypes that helped close enterprise deals.
95%
Market share across core MENA restaurant segment
30%
Increase in average basket size
2×
Faster design-to-development after system rollout
3×
Faster prototype delivery for sales demos
Foodics' online stack gave merchants modular branding and faster ordering at 95% MENA share. App, kiosk, and portal finally ran as one system.
