Keeta’s Continued Gulf Foray: Now Disrupting Delivery in UAE?
Chinese delivery-platform giant Meituan has launched its international food-and-logistics arm, Keeta, in the United Arab Emirates. The opening of UAE operations marks a pivotal step in Keeta’s aggressive expansion into the Middle East, following near-simultaneous entries in Qatar and Kuwait in the recent weeks.
From Meituan to Keeta
Founded in 2010 and headquartered in Beijing, Meituan is among China’s leading “super apps” that combine food delivery, in-store services, travel, local services, and retail into one integrated platform. Over time, Meituan captured massive scale in its domestic market, establishing an ecosystem that links consumers, merchants, couriers, and logistics infrastructure across China.
In 2023, Meituan introduced Keeta as its international delivery brand, first rolling it out in Hong Kong. The idea: to replicate Meituan’s logistics and tech stack in overseas markets under a unified brand. Over time, Meituan rebranded and positioned Keeta as the vehicle for global expansion: connecting consumers, local retail and food merchants, and delivery couriers.
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Today, Keeta’s footprint includes several Middle Eastern markets including Qatar, Kuwait, UAE and Saudi Arabia with plans for a launch in Brazil.
Strategy of Disruption
Keeta’s UAE launch is not just symbolic it aims to be disruptive. The company has reportedly secured the UAE’s first commercial BVLOS (Beyond Visual Line-of-Sight) drone delivery license from the Dubai Civil Aviation Authority, signaling its intent to push tech innovation beyond just ground couriers.
In Dubai, one early focus has been the Dubai Silicon Oasis area, with the firm launching what it terms a “Founding Vendor Program” to sign up restaurant and retail partners ahead of full-scale rollout.
Locally, Keeta must navigate an already competitive delivery landscape. UAE is served by players like Talabat, Deliveroo, Careem Now, and local grocery/instant commerce players.
Backed by a Chinese mega-brand, Keeta’s approach combines promotional incentives, deep discounts, fast delivery promises, and potential drone and logistics innovations to differentiate itself.
If Keeta's Hong Kong entry is anything to go by, where in just 2 years it captured 60% share of the delivery market dominated by Deliveroo, local delivery players need to be on their toes. Some observers suggest that Keeta’s entry could challenge the dominance of Talabat in certain UAE zones.
Interestingly, Keeta's heavy discounting and agressive pricing strategy particularly resonates with urban Millennials and Gen Z. While competitors cautiously balance promotions with profitability, Keeta - at least for now - has chosen to sacrifice margins for market share.
Kuwait and Saudi Arabia: Regional Momentum
Just weeks before the UAE launch, Keeta rolled into Kuwait as part of its GCC push. The Kuwait move is being viewed as potentially disruptive to incumbents like Talabat and Deliveroo, which have long held a strong presence there.
In Saudi Arabia, Keeta has been rolling out gradually. In September 2024, Keeta began trial operations in Al-Kharj, a city near Riyadh, ahead of a more extensive launch in the capital. The platform is expected to expand across Riyadh and beyond, tapping into the Saudi market’s alignment with Vision 2030 and the push for tech-enabled services.
Business Model and Operational Strengths
Keeta’s model mirrors Meituan’s integrated approach: Combine a strong logistics backbone with data and local merchant partnerships. Features of this model include:
End-to-end logistics control: Rather than outsourcing logistics wholesale, Keeta invests in route optimization, its own courier networks, and technology to manage delivery efficiencies.
Tech-first innovation: Drone delivery is a visible frontier. The BVLOS license in UAE is quite a forward-looking bet.
Promotions and pricing aggression: In nascent markets, Keeta uses subsidies, free delivery, and sign-up campaigns to win share.
Merchant onboarding and ecosystem building: Keeta often runs a “Founding Vendor” or early-partner program to anchor supply before scaling volume.
That said, challenges loom: regulatory compliance (especially for drones), building trust with consumers and merchants, managing margins in subsidized growth, and competing against entrenched platforms that have local knowledge and scale.
Middle East To Be a Compelling Battleground
Keeta’s entry into UAE, Kuwait, and Saudi Arabia makes a statement that says Meituan aims to replicate its Chinese scale and dominance in foreign markets. The Middle East offers a compelling battleground: high incomes, tech-savvy populations, dense urban clusters, and appetite for on-demand services.
If Keeta can execute its logistics excellence, differentiate via innovation (most notably drone delivery), and scale efficiently while retaining service quality, it may reshape delivery dynamics in the Gulf. But the competition is strong, and local players will not give up territory easily.
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