(Dubai: Orderman’s Gateway to the Middle East – European Innovation for Sustainable Growth)

After more than three decades of innovation and global expansion, Orderman arrives in Dubai to make its mark on the digital hospitality and Retail sector in the Middle East. Founded in 1993 in Salzburg, Austria, as an innovative tech project developing wireless ordering and point-of-sale solutions for restaurants and hotels introducing as first a real digitalization within restaurant, the company quickly evolved into a leading European brand, later expanding to the Americas. Today, Dubai serves as a strategic platform for Orderman to transfer its global expertise, accelerate digital transformation, and create sustainable growth opportunities in the fast-changing hospitality and retail markets, where business success is built on reliability, innovation, and economic return.

The following interview was with the Emirati Estesmarart Magazine:

1. How was Orderman founded, and what were the key milestones that led it to become a global brand present across several continents?

Orderman was founded in Salzburg, Austria in 1993 as a small tech project aimed at developing wireless ordering and POS solutions for the hospitality sector with mission to become the market leader for innovation. Over the years, we expanded across Europe, earning the trust of thousands of restaurants, hotels, and retailers. Later, the company grew into the Americas , and today we are entering the Middle East, bringing with us more than 30 years of innovation and quality.

2. What makes the story of Orderman’s founding different from other POS solution companies, and how did it reach Dubai as a strategic hub?

What makes us different is that we did not start as a typical software company, but as a European engineering-driven company with the mission to become the technology reference for the market injecting innovation, sustainability and reliability at the core from day one. By building a strong reputation, we positioned ourselves as a trusted partner. Today, our presence in Dubai and Riyadh as strategic hubs allows us to bring this legacy into the Middle East, contributing with our experience where markets demand advanced and stable solutions in both hospitality and retail.

3. Why did you choose Dubai as the company’s regional headquarters, and how do you view its role in the future of digitalization in hospitality and restaurants?

We chose Dubai for its pioneering business environment, advanced digital infrastructure, and openness to the latest global technologies. Being present in such competitive area is challenging us and motivates us to improve ourself. At the same time, Riyadh plays a central role in our strategy, representing a massive market opportunity and a leader in digital transformation. Together, Dubai and Riyadh will shape the future of digitalization in hospitality and retail across the Middle East and orderman aims to be a leading figure there, as it is in Europe.”.

4. Your devices are known for relying on proprietary wireless technology. How has this innovation helped build your reputation as the “most reliable” in the market?

Our reputation began in Europe, where since the 1990s we developed specialized wireless technologies for some of the busiest environments in restaurants, hotels, and retail stores. This long-standing expertise gave us a strong reputation for reliability. Our Orderman OSR (Orderman Secure Radio) gives our customers the key factor of stability and reliability over the edge. When we entered the Middle East, we carried this legacy with us, delivering proven solutions designed to handle pressure and ensure continuous operations without interruptions.

5. Orderman offers more than just POS devices: consulting, in-store analytics, after-sales service, training academy… How does this ecosystem reflect the company’s philosophy in serving customers?

Orderman’s philosophy is about delivering a complete ecosystem to the customer, a vision shaped by our long-standing experience in Europe. We don’t just provide devices but comprehensive solutions: consulting to improve performance, in-store analytics to boost sales, after-sales service to ensure continuity, and a training academy to develop staff. Today, we deliver this ecosystem in the Middle East to serve both hospitality and retail efficiency.

6. How do you believe digital solutions are transforming customer experiences in restaurants and hotels, especially in the Middle East?

Digital solutions have become central to the customer experience in the Middle East. They enable restaurants and hotels to provide faster and more accurate service, allow customers easier payment options, and deliver personalized experiences. In retail, digitalization enhances the shopping journey through smart POS systems and real-time analytics. With competition rising in the region, these solutions are no longer optional but essential to differentiation and customer satisfaction.

7. Who is the ideal client for Orderman in Dubai? Do you target only large chains, or also small restaurants and young entrepreneurs?

Our ideal clients are not only large chains but also independent restaurants and young entrepreneurs seeking reliable solutions to support their growth. In retail as well, we serve small and medium-sized stores alongside global brands. Our goal is to make our solutions flexible and effective for all segments, from local startups to international groups.

8. You provide programs such as the Care Gold Swap Warranty. How do you build trust with your customers and guarantee them business continuity without downtime?

The Care Gold program is designed to give customers peace of mind by guaranteeing rapid replacement of devices in case of failure. This ensures uninterrupted operations, whether in a busy restaurant or a large retail store. Such service builds long-term trust and reassures customers that their business is always protected.

9. To what extent does Orderman take environmental sustainability and future developments into account in designing its devices and services?

We place sustainability at the heart of our product design by improving energy efficiency. Orderman has a 10-point ESG policy. We are active in social programs that we plan to activate in ME soon as we take care of device lifespan to reduce e-waste and ensure that our solutions are future ready. This approach allows hospitality and retail businesses to invest in modern solutions that meet both environmental and social development needs.

10. What are the biggest challenges you face in a fast-moving market like Dubai, and how do you deal with them?

The main challenges are the speed of change in technology (AI just as example) customer requirements, intense competition, and the need to build trust as a relatively new brand in the Middle East despite our long history. We address these challenges by investing in strong local teams, providing fast service, and adapting our expertise to the unique needs of the regional market.

11. How do you differentiate yourselves from other technology companies in the same sector, especially with the spread of tablet-based and low-cost POS applications?

What sets us apart is that we don’t offer temporary or fragile solutions but systems that have been tested for years in demanding environments. Our proven technology, Quality and reliability, together with after-sales services and warranties, make us more than just a hardware provider — we aim to be a true partner. In the Middle East, this legacy translates into real value for hospitality and retail sectors.

12. How do you envision the future of the hospitality sector and digital transformation in the region over the next five to ten years?

The coming years will see rapid acceleration in digital transformation across both hospitality and retail. Artificial intelligence, real-time analytics, and advanced payment methods will become central to everyday customer interactions. We expect Middle Eastern businesses to adopt seamless and integrated digital experiences, making the connection between technology and customer engagement the new standard for success.

13. What message or advice would you like to give to young entrepreneurs interested in technology and hospitality in Dubai?

My message to young entrepreneurs in Dubai is to focus on innovation that creates real value, not just quick or low-cost solutions. This city is full of opportunities in hospitality and retail, but success requires combining quality, trust, and the ability to build long-term customer relationships. Place customers at center, profits are a consequence. (not sure to say it)