Fuel stations across the Gulf and Egypt are about to look far less like pit stops and far more like compact lifestyle hubs.
ADNOC Distribution and Americana Restaurants International PLC have unveiled a regional partnership aimed at reshaping roadside retail in the UAE, Saudi Arabia and Egypt. The plan centers on rolling out as many as 200 quick-service restaurant outlets across ADNOC Distribution’s service station network.
The expansion will introduce a mix of Americana’s globally recognised restaurant brands into high-traffic mobility locations, giving travellers and commuters more dining choices during refuelling, EV charging and convenience stops.
The alliance pairs ADNOC Distribution’s sprawling station footprint with Americana’s restaurant operations engine, creating a model that blends food, retail and mobility services into a single customer experience.
For ADNOC Distribution, the move deepens its push beyond fuel sales. The company has increasingly invested in higher-margin retail businesses including food and beverage, car care, electric vehicle charging and convenience services as consumer habits evolve across the region.
Mohamed Alabbar, chairman of Americana Restaurants, described the partnership as part of a broader effort to turn roadside locations into destination-style consumer spaces rather than traditional fuel stations.
ADNOC Distribution CEO Eng. Bader Saeed Al Lamki said the agreement aligns with the company’s long-term strategy of expanding non-fuel revenue streams while strengthening customer engagement across its regional footprint.
A major piece of that strategy is “The Hub by ADNOC,” the company’s multi-service retail concept that combines fuel, EV charging, dining and lifestyle offerings under one umbrella. ADNOC plans to expand the concept to 30 UAE locations by 2030, with Americana’s restaurant brands expected to feature prominently within those sites.
The company projects the Hub format could generate around $30 million in annual EBITDA by the end of the decade.
The partnership also supports ADNOC Distribution’s ambition to double non-fuel retail transactions by 2030. The segment has already become an increasingly important earnings contributor, with non-fuel gross profit climbing more than 14 percent year-on-year in 2025, while transaction volumes rose over 9 percent.
For Americana Restaurants, the agreement opens access to premium roadside locations and densely trafficked urban corridors across three major regional markets. The company currently operates 2,749 restaurants and reported 2025 revenues of $2.5 billion, with EBITDA reaching nearly $596 million.
