Meituan has launched the delivery service, known as Keeta, across all 7 Emirates in the UAE. Thus, Meituan has been able to implement its goal of securing complete national distribution and expanding food delivery capabilities in the fast-growing food ecosystem in the United Arab Emirates for local companies and consumers.
Keeta’s differentiator, according to the company, is its merchant-centric approach: a transparent partnership with restaurants, a consistent level of service delivery for diners and restaurants, and a technology solution that enables restaurants to become better known while also facilitating their accurate and timely delivery to customers. The Keeta Platform has been adopted and significantly expanded by thousands of restaurants, from large international restaurant chains to independent restaurant owners, since being introduced in the UAE market in 2019. The evidence shows how much value the Keeta Platform has created for its restaurant operators with improved levels of transparency and with improved processes to execute consistently within their restaurant operations.
Keeta’s relationship with its customers is based on practical functionality and practicality, not flair and glitter. Owner Rumaan Hyderabad: Keeta understands the intricacies of the culinary arts at a very fast pace, giving me excellent support for my menu and marketing strategies to align with what my customers want! Nahdi Mandi & Bebex Coffee both have also stated that Keeta has a very “down to earth” approach towards it.
Small and medium restaurant owners are seeking partners that will help them maintain their brand identity while allowing room for further development and growth. Keeta has been identified by both Nahdi Mandi and Bebex Coffee as a viable partner to offer to continue to provide them with a reliable source of support as they grow and develop their businesses. The support Keeta receives from Meituan will help the young company take advantage of Meituan’s extensive industry knowledge on product and logistics as it establishes a business in this area. As a result of its partnership with Meituan, Keeta has developed a focus on developing operational systems and rider-merchant coordination based on its experience within a large-scale, on-demand environment.
Cynthia Chen, who is the General Manager of Keeta UAE, said that launching Keeta nationwide will help Keeta to improve the reliability of their services, to create a better experience for diners, and to provide trusted partnerships for merchants so they can grow their businesses with confidence. This launch presents a valuable opportunity for diners to enjoy a wider variety of food options more frequently, while restaurant owners can benefit from a technology infrastructure that supports a sustainable business model and provides long-term solutions for their success.
With the increase in competition in the region’s delivery market, Keeta now needs to transition this goodwill from its partner merchants into more consistent customer demand. Keeta also needs to demonstrate how its focus on local restaurants can be a distinct competitive advantage in a saturated market that offers consumers convenience.
