Deliveroo, the London-based delivery service that operates across 10 markets worldwide including UAE, Qatar and Kuwait, recently embarked on a journey back in time, paying homage to Dubai’s illustrious heritage with a one-off Abra delivery at the historic Dubai Creek.
This remarkable feat was designed to celebrate the city’s cultural history but also reaffirm Deliveroo’s commitment to creating hyperlocal experiences and connecting communities while transforming the way people shop and eat.
An abra, meaning “to cross” in Arabic, served as the main mode of transportation for generations, ferrying passengers and goods across the Dubai Creek, an area commonly referred to as the ‘heart of Dubai’.
Symbolic of the city’s rich history, this traditional wooden boat holds a special place in the hearts of locals, embodying the spirit of nostalgia and reflecting Dubai’s evolution to a global metropolis.
To mark this first-of-its-kind delivery, Deliveroo ingeniously integrated its brand into the 30-year-old vessel, preserving elements of its rich heritage while embracing modernity.
The unique transformation was designed to complete a one-off stunt on the historic waterway between Deira Old Souk and Bur Dubai, where culinary diversity thrives and some of the most sought-after restaurants and cuisines were revealed by Deliveroo.
As the city’s iconic abras continue to navigate the tranquil waters of Dubai Creek, this one-off stunt acted as a nostalgic nod to Dubai’s storied past, while reaffirming Deliveroo’s commitment to honouring tradition, fostering community, and becoming the gateway to great on-demand delivery experiences in every neighbourhood as the city evolves over time.
