Discreet dinners

This time of year it's not unusual to see expatriates scurrying from malls with a dodgy-looking brown paper bag surreptitiously placed under one arm.

Take-away food

Wouldn't it be easier if we could just order online and respect all fasters during Ramadan?

Mohammad Nasser thought so too and in response launched Waselly.com - the UAE's first food delivery partner online.

Waselly.com allows for online ordering as a subtle and considerate way of ordering food, without attracting attention from those who are fasting.

Home delivery

Managing partner Nasser said a large number of the population that does not fast during the holy month will have an option for home delivery, as many restaurants offer only takeaways during the day.

He added: "As we observe Ramadan, our online delivery system will continue its service in keeping with residents and visitors who do not fast.

"We have already delivered a record number of lunches to offices and homes as people choose to respect the fast of Muslims."

For new users, the website provides a simple user guide with easy-to-follow visuals.
Nasser said: "Searching for anyone's choice of cuisine is provided in drop down menus with the corresponding location and the user is given information on what restaurants offer the cuisine, the addresses where the place delivers, delivery charges (if any), timings, and minimum order costs.

"The service is very timely and respectful of people's religious practices."
The company currently subscribes to over 33 restaurants. It has handled more than 5,000 customers since its official launch in June this year.

Nasser said: "Waselly.com is about utilising the flexibility and instantaneous effects of the internet, especially during this holy month.

"I launched the company as I was so fed up of take-away places getting my order wrong. We live with many different-speaking nationalities and often we misunderstand each other.

Service delivery

"Nobody enjoys a meal if they don't get the right service. Having realised the efficiency of using the internet for service delivery, I hope this new service will prove useful during Ramadan and in the future."