How GCC Restaurants Are Leaving Millions in Online Revenue On The Table

Co-created with Kristina Melsova, founder of Qasima.

In the GCC, most restaurant operators treat “online revenue” as shorthand for “we’re on Talabat.”
That mindset is costing them.

While operators in Europe & the US are unlocking new revenue from digital tools, many GCC brands are still stuck in the old model: delivery apps, paid ads and deep discounts.

“There are simple, high-margin ways to grow online - and almost no-one here is doing them,” says Kristina.

“It’s not about building an e-commerce empire. It’s about tapping into low-effort revenue streams that work in the background.”

Let’s break down three online channels that forward-thinking operators are starting to use - and most others are still missing.

Three Online Revenue Channels That Add Margin - Without Adding Headcount

1. Digital Gift Cards

“Globally, 20% of all gift cards go unredeemed,” Kristina explains. “That’s over $1 billion in pure profit - and hardly any restaurants in the GCC are taking advantage of it.”

This one is so underutilized, it’s almost baffling.

“It takes 30 minutes to set up. We handle the backend, payments go directly to the operator via Stripe, and the gift card is delivered to the customer instantly,” says Kristina.

There’s no inventory, no staff training, no shipping. Just cash in the bank - sometimes without a meal ever being served.

Plus, gift cards bring you two customers: the person who buys, and the person who receives. It’s a brand endorsement and a repeat visit in one. In top European restaurants, gift cards now drive up to 10% of total revenue.

Even better? Bulk corporate orders. Banks, real estate firms, and HR teams love to send restaurant cards as gifts. That’s upfront revenue with zero marketing spend.

2. Branded At-Home Products

Got a signature sauce? A famous rub? A drink mixer regulars keep asking about?

Bottle it. Package it. Sell it online.

“When your product is in their fridge, you stay top of mind - even between visits,” Kristina says. “It deepens the relationship.”

Start with one item. No need for a full DTC strategy. Just give people a way to take a piece of the experience home. And keep the memory (and your margins) alive.

3. Merchandise with Meaning

If your brand already has fans - people who tag your food, recommend your spots, or wear your vibe - merch isn’t just marketing. It’s revenue.

Think simple: tote bags, caps, tees. Limited drops. Pre-orders only. You don’t need to go big to make an impact.

“Merch takes more effort than digital products,” Kristina says. “But if your brand has real equity, people want to rep it.”

It’s not for everyone. But for the right brands, it adds a layer of identity and connection that can’t be bought with ads.

Loyalty Makes It All Stick

These aren’t standalone tactics - they work best when wrapped in a smart loyalty mindset.

Not necessarily a full-blown app. But a simple structure: birthday perks, cashback, a way to recognise and reward regulars.
Because without it, you’re flying blind.

“Operators relying only on third-party platforms have no idea who their customers are,” Kristina explains. “They’re handing away the relationship - and the data.”

European groups like Ambiente in Prague have shown what’s possible:
Multiple brands linked through one card. Tiered perks. Special events. Automated emails that feel personal.

That’s the direction. Not discounts - relationships.

The Good News: It’s Easier Than You Think

This isn’t a six-month tech build.
If you use Qasima, it looks like this:

• Connect your Stripe account
• Get your digital shop link
• Add it to your website or Instagram bio
• Promote it with a single post

And you’re live.

From there, test demand for a fridge product. Offer bulk gift cards to corporate clients. Drop some limited merch.

Build one layer at a time. Don’t overthink it.

Final Thought

“You’ve already paid to acquire the customer,” Kristina says. “Why not give them more ways to buy from you?”

If you’re ready to stop leaving revenue on the table:

• Launch your digital shop with Qasima
• Get control of your back-of-house with Supy

The smartest restaurant operators aren’t doing more. They’re doing the right things, better.