Dieture

About Dieture

Dieture is a food-tech company operating as an internet-first restaurant based in Doha, Qatar, that provides a meal subscription service. Founded in 2018 by Nuwaid Pocker, the company aims to simplify healthy eating for busy individuals. Pocker, who has a background in marketing and an Executive MBA from HEC Paris, initially started a fitness training business called Crunch Doha. He observed clients struggling to prepare calorie-accurate and enjoyable meals, which led to a meal prep service and eventually, Dieture. A key motivation for refining the business model was his father's health diagnosis, which highlighted the need for sustainable, enjoyable healthy eating habits.

The company's business model is centered on a subscription service for healthy, ready-to-microwave meals delivered daily. Clients are primarily busy professionals in Qatar seeking convenience and a reliable way to manage their diet. Revenue is generated through weekly and monthly subscription plans, with payments accepted via multiple online and offline channels. Dieture leverages technology to enhance its service, utilizing a proprietary mobile application that allows customers to manage their subscriptions, select from over 350 meal options, customize plans for calorie intake, flag intolerances, and consult with in-house dietitians. The app also integrates with smart devices to track activity and calorie burn.

Initially, Dieture outsourced its food production to five-star hotels like the W Hotel and JW Marriott to ensure high quality. However, in 2022, the company established its own kitchen and culinary team. The service offers a variety of diet plans, including Keto, vegan, low-carb, and vegetarian, with calorie options ranging from 700 to 3,000. Its technology uses AI to reduce operational costs and integrates with databases like the USDA's to ensure nutritional accuracy. The company plans to expand its operations into Saudi Arabia.