In a market that’s embracing sustainability and efficiency, Dubai-based WheelsAhoy is leading the charge with its food trucks and modular buildings, playing a pivotal role in transforming how big brands and homegrown businesses alike operate in the F&B sector. Founded in 2017, the company, which started as a project management firm, has rapidly evolved into one of the largest food truck manufacturers in the UAE.
“We began with guiding people to start food trucks and soon transitioned to building them. Today, we also create shipping container cafes and modular structures, catering to both local and international markets,” says Nithin Mathew Thombil, Co-Founder of WheelsAhoy.
This strategic expansion has allowed WheelsAhoy to serve top F&B brands, including industry giants such as Costa, Starbucks, and KFC. The company is also a preferred partner for homegrown businesses seeking to establish food trucks in Dubai. “Homegrown brands come to us, and we guide them through the entire process, from licensing to building their units,” Thombil explains.
Thombil, along with his three co-founders, took the plunge into the food truck business when they noticed a growing demand for mobile F&B units in Dubai. Their journey began in a small production facility, but as demand grew, so did their operations. Today, WheelsAhoy operates two production units dedicated to mobile food truck conversions, trailer manufacturing, and modular builds.
COVID-19: A Catalyst for Change
The COVID-19 pandemic proved to be a turning point for the food truck industry in Dubai. Previously, food trucks were restricted to beaches, dedicated parks, or events. However, post-COVID, regulatory changes have opened new opportunities for permanent food truck setups in diverse locations, from malls to residential areas. Thombil notes, “The government eased regulations, allowing food trucks to operate in more places. This shift has led to an increase in permanent food truck setups, creating more opportunities for both brands and consumers.”
WheelsAhoy has been quick to adapt to these changes, helping brands take advantage of the evolving landscape. “We’ve seen a lot of QSR brands like Burger King and KFC moving into both events and permanent locations, competing for prime real estate in Dubai,” Thombil adds.
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Modular Buildings: The Future of F&B
Beyond food trucks, WheelsAhoy is making waves in the modular building sector through its sister company, AhoyModz. The firm constructs shipping container-based and LGS modular buildings, providing a faster, more cost-effective, and sustainable alternative to traditional brick-and-mortar structures. “We are currently building Starbucks’ first LGS modular drive-through in Dubai,” Thombil shares, highlighting the growing demand for modular construction in the F&B industry.
This shift towards modular buildings is not just about speed and cost-efficiency; it’s also about sustainability. “We see brands opting for modular construction to reduce environmental impact and incorporate solar power, which aligns with Dubai’s growing focus on sustainable development,” says Thombil.
Competitive Landscape
Despite competition from other food truck manufacturers in Dubai, WheelsAhoy has managed to carve out a significant market share, with Mathew estimating that the company produces an average of 10 to 15 units per month during peak seasons. This includes a mix of food trucks, tuk-tuks, and modular units, catering to both domestic and international clients. “We ship to markets like Saudi Arabia, Bahrain, and even Europe. Dubai-based brands trust us to build their units, and that helps us maintain a strong presence in the market,” he explains.
Expanding Horizons
While WheelsAhoy has received numerous inquiries from India, Thombil points out that the price points in India do not align with the company’s high standards of materials and construction. “Unless India’s government steps up with stricter regulations for food trucks, our current standards won’t fly in the Indian market,” he says.
For now, the company is focused on expanding its reach within the Middle East, Europe, and Africa. “We aim to keep Dubai as our central hub and ship to more countries, capitalizing on the demand for high-quality food trucks and modular units,” Thombil says.
With Dubai hosting a growing number of high-profile events, from Formula One to international music festivals, WheelsAhoy is poised for a busy season. “More events mean more demand for food pop-ups, and we’re ready to meet that demand,” Thombil concludes.
