The UAE’s highly competitive food delivery landscape has a new major contender. Keeta, the international delivery platform of Chinese technology giant Meituan, has officially launched its services in Abu Dhabi, marking a significant expansion of its regional presence following its initial entry into the UAE. The move signals a new phase of competition for incumbent players and introduces advanced logistics technology to the capital’s vibrant F&B sector.
An Aggressive Market Entry
To capture market share and attract users in Abu Dhabi, Keeta is launching with an aggressive promotional campaign, offering new users vouchers for up to 50% off their orders. This strategy aims to provide an affordable and seamless way for customers to engage with the platform, which features a diverse range of local favorites like Allo Beirut and international chains such as Papa Johns. The emphasis on everyday value, combined with a promise of on-time delivery, positions Keeta as a formidable challenger in the market.
Leveraging World-Class Technology
Powered by Meituan’s globally recognized technology and logistics expertise, Keeta is designed to deliver a superior user experience focused on reliability, speed, and simplicity. The platform leverages insights from local dining habits to create an intuitive ordering journey. By bringing its parent company’s operational excellence to the UAE, Keeta aims to set a new standard for efficiency and customer satisfaction in the on-demand delivery space.
A Two-Pronged Innovation Strategy
Keeta’s expansion on the ground in Abu Dhabi is complemented by its sister entity’s advancements in the sky. Keeta Drone recently launched a drone delivery route in Dubai’s Nad Al Sheba area, highlighting a broader, multi-faceted strategy for the UAE market. This dual approach, combining ground-based reliability with aerial innovation, showcases a long-term vision to reshape last-mile logistics. Together, these initiatives demonstrate a commitment to building a sustainable and technologically advanced delivery ecosystem across the Emirates.
What This Means For The MENA Foodtech Scene
The entry of a heavily-backed player like Keeta into Abu Dhabi significantly intensifies competition for established platforms such as Talabat and Deliveroo. For consumers, this likely means more aggressive pricing, better service, and a wider selection of restaurants. For the region’s founders and VCs, it signals the increasing attractiveness of the MENA market to global tech giants and underscores the critical role of technological efficiency and innovation in logistics. Keeta’s push into drone delivery could also accelerate the adoption of autonomous logistics solutions across the wider region.
About Keeta
Keeta is a technology-driven delivery platform that connects consumers with local food and retail merchants and couriers. With the mission of “We help people eat better, live better,” Keeta is committed to providing localized high-quality products and services, benefiting consumers, food and retail merchants and couriers from the entire ecosystem. Keeta was launched by Meituan (3690.HK), which owns China’s leading food delivery platform Meituan Waimai.
Source: Zawya
