Founder Story – Locate | Saudi FoodTech
In Saudi Arabia’s fast-evolving food delivery sector, the story of Locate stands out as a bold example of collaboration and vision. Born from the merger of Shukah and Maeda—two pioneering startups in the Eastern Region—Locate has quickly established itself as one of the Kingdom’s leading platforms, combining the strength of two first movers to offer a unified and enhanced customer experience.
In this interview, Talal Al-Hammed, Co-Founder of Locate, takes us on a journey through how the idea began, the challenges of merging two successful companies, the strategies that ensured a seamless transition, and Locate’s ambitious vision for the future of food delivery in Saudi Arabia.
1. How did the idea for “Locate” start, and what led to merging “Shukah” and “Maeda”?
Shukah and Maeda were initially operating in different yet culturally close areas, each trying to capture new clients. Despite being the first movers in their regions, they soon faced competition from other players. Rather than compete separately, the two companies began holding friendly meetings and quickly realized that joining forces would allow them to expand their geographical reach and strengthen their service quality. This shared vision gave birth to Locate—a unified platform combining knowledge, experience, and resources.
2. What market gap did you see in the Eastern Region’s food delivery scene?
From the start, both companies noticed the lack of food delivery services in the region. Few competitors were targeting the area in the early stages, giving them a strong first-mover advantage. By merging into Locate, they were able to reinforce this position and build an even stronger presence in the market.
3. How did you ensure the two platforms became one smooth, unified experience?
Merging two live, 24/7 systems serving thousands of customers was no easy task. Both platforms carried large amounts of data—client information, order history, and different data structures. Trusting their IT team, they developed a phased migration plan with extensive testing and contingency measures. While a few minor issues arose, the team managed them effectively, completing the merger successfully. Today, the focus is on continuous system development and enhancement to maintain a leading position in the market.
4. What were the biggest challenges during the merger and rebranding?
The merger brought not only technical and operational challenges but also organizational ones. Both CEOs played a crucial role by aligning on terms early and guiding their teams through the transition. Rebranding added another layer of complexity: moving all existing clients to the newly launched Locate app. The team addressed this through attractive promotions, improved design and features, and strong awareness campaigns. This not only built curiosity among users but also strengthened trust in the new brand.
5. How does technology help you deliver faster, better service?
Technology has rapidly evolved in the past decade, with advances in AI and machine learning offering powerful tools for operational efficiency. Locate leverages these innovations to enhance service quality, optimize delivery times, and provide a better user experience.
6. How do you see the food delivery market and competition in Saudi Arabia?
The Saudi food delivery market is competitive, with early entrants dominating much of the landscape. While the market is challenging to penetrate, its healthy level of competition drives continuous service improvement for customers.
7. What makes “Locate” stand out from other players?
Locate’s strength lies in its innovative structure, strong management, and expansion-driven strategy. Its willingness to think “outside the box” has enabled it to overcome obstacles and secure a solid position among leading players in the market.
8. How do you plan to grow “Locate” in the next 3–5 years?
Locate has developed a multi-level expansion strategy focusing on geographical growth, management excellence, and service quality. The plan includes hiring top talent, raising funds, and inviting investors to join in scaling the business and strengthening its market presence.
As Talal reflects on Locate’s journey, it becomes clear that this is more than a story of a merger—it is about resilience, innovation, and ambition. With a forward-looking expansion strategy and commitment to quality, Locate is shaping the future of food delivery in the Kingdom.
