Before launching Peekabox, the team successfully established over 1,000 partnerships with notable retailers such as Carrefour, Costa, Tim Hortons, Dunkin’, Armani Cafe, Eataly, Paul, and Union Coop. Sarwar views this achievement as a clear signal that the venture had evolved from a mere concept to a viable business.

“When we first started, we were virtually unknown. We were two young entrepreneurs with no established background in food technology, approaching established franchise groups managing countless outlets in the region,” he noted. This initial uphill battle was further compounded by the challenge of securing investment. The company closed a $1.5 million seed funding round, attracting investors like Dr. Sameer Al Ansari, Ahmad Julfar, Alain Bejjani, Arshad Ghafur, and Hani Weiss. Sarwar emphasized the importance of recruiting investors who could not only offer financial backing but also lend credibility and extensive networks.

### Why Dubai Was the Ideal Launchpad

Dubai emerged as the logical choice for the launch due to both personal and commercial reasons. The founders grew up in the city, gaining insights into consumer behavior and preferences. The dense concentration of restaurants, cafés, and grocery stores facilitated the organization of surplus food offers. The incorporation of Peekabox in the DIFC Innovation Hub streamlined the licensing process for new businesses. Furthermore, Sarwar confirmed that the model complies fully with regulations, as Peekabox functions as a marketplace facilitator without direct food handling.

“The UAE has been extremely supportive,” Sarwar stated. This regulatory transparency proved crucial for building partnerships, especially with larger brands needing reassurance before joining the platform. The high density of the food and beverage sector in Dubai presents a significant advantage for Peekabox, particularly in areas like DIFC, Marina, City Walk, and Business Bay, where convenience and app-based solutions are already established consumer behaviors. “This is home. We’ve lived here for over 18 years and truly grasp the market and the culture,” he added.

### Family Lessons in Entrepreneurship

Long before embarking on Peekabox, Sarwar was well-acquainted with the world of entrepreneurship. His father transitioned from banking to start a business in Dubai in 2006, and his grandfather previously relocated from Kenya to the UK, later establishing a hotel business. Observing their journeys instilled a familiarity with risk-taking in Sarwar and Omair, though Sarwar made it clear that Peekabox was initiated from scratch. “This is entirely our own venture. We didn’t inherit a business or customer base,” he expressed.

The brothers were unwavering in their commitment to entrepreneurship, never seriously considering a return to banking, even during challenging times when they faced skepticism due to their youth. “We never had a moment where we thought about going back to banking,” Sarwar admitted. Their vision entails launching in Dubai, expanding throughout the UAE, and eventually establishing a presence in other Gulf states, where the combination of dense food and beverage markets, prevalent food preparation, and price-sensitive consumers could contribute significantly to their business model.

In five years, Sarwar envisions Peekabox as the primary platform for individuals seeking affordable, high-quality food, while also serving retailers who wish to reduce lost revenue through food waste. His advice to aspiring founders is grounded in his own experience. “Begin before you think you’re ready,” he said. “Had my brother and I waited for all the answers, we’d still be in banking.” The success of the business will ultimately rely on consumer engagement with the app and the perceived value of savings, but Sarwar is optimistic that the pressing issues of food waste and rising costs present a timely opportunity for a service with such a foundation.