ADNOC Distribution Launches Refreshed ‘Oasis By ADNOC’ Brand To Enhance Customer Experience

ADNOC Distribution has introduced 'Oasis by ADNOC,' a revitalisation of its well-known ADNOC Oasis convenience brand. This update brings a new brand identity and the 'On-the-Gourmet' concept, showcasing the company's dedication to quality and innovation. This move solidifies ADNOC Distribution's leading position in the UAE's convenience and mobility retail sector.

The revamped identity of Oasis maintains its Emirati heritage while modernising its appeal. A key feature of this transformation is the 'On-the-Gourmet' concept, which caters to the growing demand for high-quality, quick food and beverage options. By combining quality with convenience, it strengthens 'Oasis by ADNOC' as a top choice for gourmet dining on the go in the UAE.

The updated menu now includes a wider range of beverages and new food selections. 'Oasis by ADNOC' supports Emirati entrepreneurs by offering UAE-made products, locally sourced ingredients, and homegrown F&B brands in its stores. This approach highlights the brand's commitment to local talent and industry.

Eng. Bader Saeed Al Lamki, CEO of ADNOC Distribution, stated, "ADNOC Oasis has been a firm fixture in the communities we have served for decades. With the launch of ‘Oasis by ADNOC,’ we are refining what we do best - delivering quality, variety, and accessibility - while staying true to our Emirati identity. This refreshed identity reflects a renewed promise to create welcoming spaces for the moments that connect people."

The brand refresh aligns with significant growth in ADNOC Distribution’s non-fuel retail business. In H1 2025, non-fuel retail gross profit rose by 15%, daily non-fuel transactions increased by 11%, and convenience store gross profit grew by 21%. These gains were driven by higher transaction volumes, improved conversion rates, and an expanded product range.

Premium offerings like barista-prepared beverages experienced a 25% year-on-year increase in daily sales. This reflects the success of new menu innovations and an enhanced customer experience at 'Oasis by ADNOC.' The brand continues to serve millions annually across its expanding network of 379 locations in the UAE, Egypt, and Saudi Arabia.

'Oasis by ADNOC' remains committed to delivering quality service while honouring its roots. The transformation aims to provide customers with premium experiences that blend tradition with modernity.

With inputs from WAM