Careem has significantly expanded since its launch in 2012. Farah Odeh, general manager of Careem in Jordan, discusses the company, which is often referred to as the “Everything App.”
What can you tell us about Careem being referred to as the “Everything App” and how does this impact the company’s activities in Jordan?
We are proud to call Careem an “Everything App” today, because it simplifies life in numerous ways for everyone. From ride-hailing to food and grocery delivery, Careem also enables seamless digital payments for its users to enjoy. Since its founding in 2012, Careem has empowered over 2.5 million captains with flexible earning opportunities, which enhances their livelihoods significantly. Moreover, it has served more than 50 million customers across over 70 cities in 10 countries, ranging from Morocco to Pakistan.
Careem launched in Jordan in 2015, and since then, it has expanded its services to include Amman, Irbid and Zarqa. Specifically, these services encompass ride-hailing, food delivery and Careem DineOut, our new dining discovery and discounts platform. Additionally, Careem provides shops and on-demand customer and corporate deliveries through Careem BOX and Express for added convenience.
Careem Plus is our subscription service, offering exclusive discounts across these services, thereby helping tens of thousands of Jordanian customers save money on multiple daily purchases. Beyond simplifying life through these seamless digital services, Careem is also dedicated to supporting communities in meaningful ways. Through its “Right Click” donations platform, Careem has demonstrated its commitment to social responsibility and community support. Since October 2024, Careem has donated over USD 4 million to Gaza relief efforts, showcasing its impact and dedication to helping those in need.
With so many services, how does Careem aim to be a one-stop shop for food in Jordan?
For food specifically, we aim to cater to every need, whether it’s through ordering delivery via Careem Food. Additionally, customers can discover and dine out at the best restaurants and cafes with Careem DineOut. While enjoying discounts of up to 50 percent at various venues across Amman, users benefit significantly from our services. Moreover, using Careem Plus offers added value and savings on rides, dining in and dining-out experiences for everyone.
With thousands of restaurants available on the app, customers can easily choose from hundreds more through Careem DineOut. Consequently, they can enjoy their favorite cuisines, whether delivered to their door or enjoyed at a restaurant. Careem is committed to providing the best customer experience because our well-trained Captains and call center support ensure this dedication. Furthermore, this one-stop approach makes life easier for customers and provides valuable support to our restaurant partners.
By connecting them to a larger, tech-savvy audience through Careem Food, we effectively boost their walk-in demand via Careem DineOut. In addition, we address their logistics challenges with Careem Express, which is the only reliable on-demand delivery service in Jordan. Ultimately, this comprehensive solution helps our partners grow their business in a highly competitive market, allowing them to thrive amid challenges.
How does Careem create more financial opportunities for its Captains?
As a marketplace platform, our model strategically focuses on connecting demand for services to people who can deliver them efficiently. Moreover, this approach fills gaps in the market, ensuring optimal allocation of time, resources and available talent for services.
To date, we’re proud to have successfully created over 50,000 earning opportunities for Captains in Jordan. Furthermore, we have ambitious plans to unlock an additional 10,000 opportunities by the end of 2024.
Importantly, our Captains remain the core of our business, and we constantly seek ways to improve their flexibility and prosperity. In Jordan, these opportunities have expanded beyond ride-hailing, now including services like Careem Food, on-demand deliveries and Shops.
How does Careem Plus enhance the customer experience, particularly in Jordan?
Careem Plus connects all the dots together and was designed to offer customers incredible value through a subscription program. For a fixed monthly fee of JOD 2.99, customers in Amman can enjoy unlimited free delivery on food orders from thousands of restaurants. Additionally, members receive 10 percent credit back on 10 rides per month and exclusive access to Careem DineOut. Through this platform, members enjoy discounts of up to 50 percent at hundreds of Amman’s favorite cafes and restaurants, offering a diverse range of culinary experiences.
Careem Plus not only simplifies life for our customers but also helps them save significantly on food, rides, and dining experiences. Ultimately, this makes it an essential part of everyday life in Jordan, enhancing the overall customer experience.
