From 140km trips and Bath Loofah to Smorrebrod, 2020 was an interesting year for Careem
December 22, 2020

Careem, the first Super App of the Middle East, has released its yearly trends for 2020, compiled across all its services, products and business areas. With the global customer landscape drastically changing as a result of the pandemic, Careem successfully accelerated the launch of its Super App earlier in the year to ensure it could continue to meet its company promise: Making everyday life simple.

While “everyday life” became tougher in 2020, Careem was there to serve customers with what they needed most. From Careem’s initial rollout of the Super App in April 2020, all Careem services were made available on one platform, offering ride sharing, intercity travel, food delivery, grocery options, bike sharing, digital payment options, and its delivery services all in one place.

Careem also marked a 9x increase of customers using multiple services via the Super App, with users in the UAE making an average of 3 transactions a week. Since April and the beginning of the Covid-19 pandemic affecting business, Careem made a remarkable recovery across verticals. Movement of people (car/hala taxi/city to city/bike) grew 10x, movement of things (food/shops/delivery) increased by 4x and movement of money (recharge/send credit) doubled in size. Being the first of its kind in the region, today the Careem Super App has 48 million registered users and 2 million Captains, and together they have spent 18,196,061,758 min.

Although it is about the journey and not the destination, some trips were long and others short, with the shortest trip being 500 meters (during the hot UAE summer) from Jumeirah to Aprons and Hammersand and the longest being Meadows DXB to ADNOC Abu Dhabi (Consultant). There were also 147K airport trips and 15K bottles of hand sanitizers distributed across the Careem fleet. The latest in the Careem Super App included the intercity service, meaning customers were able to book ride-hailing from select Emirates to be dropped off in another. Since its launch in the end of August 2020, 6,448 customers have enjoyed a leisurely drive to their desired Emirate, with the most popular route being Abu Dhabi to Dubai. Among us in the UAE, there are the golden few with the lucrative 5-star rating. In 2020, this consisted of over 200.000 Careem customers. For the trusted Captains, there were 10,139 with a 4 and 5 star rating, showing the users of Careem that they are indeed in safe hands.
As the world was told to stay home, the Careem customers’ needs shifted away from travel to deliveries, Careem saw a spike in usage of the delivery service, with special instructions shared by 13% of users. The Captains knocked on many doors of the “Work From Home Warriors” to help with lunch or to deliver documents and office supplies, in many cases.
The Captains also helped unite customers with goods from across the spectrum throughout the quarantine period. These included everything from pyjamas to an actual stop sign. From returning forgotten smartphones, keys and sunglasses, or sometimes just delivering the daily essentials of milk and bread with Shops, Careem continued to be deep-rooted in its values, bringing people and their communities together.
When it came to Careem deliveries, Careem was able to ensure that 61% arrived early. 2020 also saw the crown for most popular restaurant go to Mix & Match and the most ordered food was bestowed to the humble (and absolutely delicious) Chicken McNuggets.
In the past year and throughout the pandemic, Careem has stood (socially distanced) by the side of its community. For 2021, and with the launch of remote-working, Careem will continue to recruit amazing talent across the region to further expand and provide amazing Careem offers and services for its Customers. The Careem Captains are at the heart of the business and Careem will continue to support them. Careem thanks everyone for keeping each other safe throughout 2020 and wishes everyone a “simplified” and healthy 2021.

How Careem made “Everyday life simple” in 2020 – Facts & Figures

Business
● 96% of users are currently using the Super App (having replaced the stand alone Ride Hailing app)
● Multi-Service User grew 9x since April
● Transaction Split by Vertical:
○ Mobility of People – grew 10x
○ Mobility of Things – grew 4x
○ Movement of Money – grew 2x
Food:
● Most popular restaurant Al Baik
● Most popular food item Chicken Nuggets Meal from Al Baik
● Most unexpected requests
○ Order for chicken tenders: “Pls make sure the chicken is tender”
● Most popular food combination Burger with fries and coke
● Most popular customisation per market: “Add ketchup”
● Percentage of deliveries that came early: 58%

Shops:
● Most popular shop ordered from: Lulu Hypermarket, Dubai
● Most popular item: Al Marai Milk
● Most unexpected item ordered: Bath Loofah
● Most popular combination of items ordered: Mineral Water + Fruits & Veggies
● Most ordered supplies on the weekend: Dairy + Fruits & Veggies
● Highest percentage of pharmacy deliveries during the pandemic: Dubai – 10%
● The most pet friendly market aka most deliveries from pet stores: Dubai
Delivery:
● Percentage of deliveries that included sending an item to another Careem user (e.g. birthday presents during lockdown etc.):
○ UAE – 70%
○ Iraq – 81%
○ Pak- 66%
○ JOR – 60%
○ KSA – 36%
● Most unexpected items delivered:
○ Pajamas Set
○ Stop Sign
○ Biogaia probiotics with Lactobacillus reuteri
● Order with the most detailed description for the Captain:
○ “First stop: Food Hall. Please ask for the order under my name. Second stop: Waitrose next door. Mission: Get me some Smorrebrod. And not just any – the biggest pack you can find. Get the biggest one please! Ask for help if you need any, swedish names are weird! Thanks!!“

Around 30,000 customer service queries per day in 2020
● 1200+ Care agents working 24X7 from 10 locations
● One of a kind team of 25 specially abled (visually challenged) Care agents
● 42 Social Media pages supported with busiest hours between 4 to 5 PM DXB time
● ZERO downtime during Covid, moving swiftly to a remote set-up
● 7,000 Covid related concerns resolved, including sick pay compensations for Captains
● 8 out of 10 of customers happy with Careem Care
● Most unique lost and recovered item ever: baby tooth wrapped in a napkin for the tooth fairy
● Most frequently lost items: sunglasses, keys and mobile phones
● 11 chatbots in 4 languages and 5 different dialects
● Most used emojis on Social Media for Careem: 💚530K, 😂 90K, 🙏 85K
● Most frequently asked question on Social Media: ‘How do I become a Captain?’

Over 60 Million transactions on Careem Pay in 2020 (5 core markets)
● Highest usage of peer to peer service per market: Pakistan
● Highest usage of “Mobile Recharge”: Pakistan

Over 40 Billion loyalty points collected:
● Rewards redeemed per market: 60% in total (Market with highest rate: Saudi)
● Most amount of points: KSA (1), UAE (2), Egypt (3)
● Over 14k times the points have been used for Emirates Miles
● Over 5 Million times the points have been converted into credit in the Careem Wallet
● Over 4 Million times the points have been used for vouchers from Careem or partners
● Market with most donations made: UAE (1), Pakistan (2), Egypt (3)
● Most popular cause to donate to: Feed a child for one day with over 600.000 USD
● Donations total for 2020: Almost 800.000 Transactions (not USD)
● Markets with most Gold members: Pakistan (1), Saudi (2), Egypt (3)

Over 1 Million trips taken in 2020
● Shortest trip: 1km in Iraq
● Longest trip: 140km in Pakistan (Rawalpindi to Islamabad)
● 23,000 Customers using the city-to-city service
● Around 41.000 bottles of hand sanitizers distributed across cars

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.
Read More