Pronto, Enoc’s fresh food and gourmet coffee offer, has opened its first offsite store at KidZania, the edutainment centre recently opened at The Dubai Mall. Located next to the parents’ lounge, Pronto provides the same menu offered in onsite stores, with products ranging from baked goods, fresh juices, iced drinks, coffee and newspapers.

The KidZania branch marks the 16th Pronto outlet, and comes as part of the group’s plans to expanding its convenience stores and other retail offers outside its service stations. In recent years Enoc has successfully positioned itself as more than just a petrol station. Enoc’s retail activities have witnessed tremendous growth with its convenience stores catering for over thousands of customers each day.

Zaid Alqufaidi, Chief Executive Officer, Retail Business Stream, Enoc, said:

“The opening of our first Pronto store outside a service station marks a new direction in the overall retail strategy of Enoc, which has over two decades of expertise in managing the convenience stores associated with the company’s service stations across Dubai and the Northern Emirates.”

Enoc's management team at the launch of Pronto store at The Dubai Mall.
Enoc's management team at the launch of Pronto store at The Dubai Mall.

“The new store adds to the value of our offerings, as it provides a convenient place for parents and families to relax while their children participate in the role-play activities throughout the leisure zone. We are focused on opening more stand alone Pronto stores across Dubai and the Northern Emirates in the upcoming year, as part of an ambitious growth strategy,” added Alqufaidi.

Additionally, Enoc has earlier signed a partnership agreement with Emaar Retail – which manages the leisure zone KidZania – to simulate a real-life service station in the children’s city. The Enoc KidZania service station is located within the Driving Streets section of the city and simulates key features of a full service unit, contributing a high degree of authenticity to the experience of motor vehicle upkeep.

The station is equipped with realistic, functional equipment, and all operational aspects are managed by children, who undertake the professional roles of service station attendants. It represents an ideal example of how the facility functions in real-life, thus adding to the knowledge-base of children.