In a bold step toward global expansion, Keeta—the international arm of Chinese delivery giant Meituan—has officially launched operations in the UAE, following rapid rollouts in Saudi Arabia and Qatar in less than a year.
From Riyadh to Doha… and now Dubai
Keeta first entered Saudi Arabia in September 2024, shaking up the market with its low-commission model for restaurants and free delivery for consumers. Within just a few months, it captured over 10% market share, a remarkable feat in a highly competitive environment. Building on this momentum, the company expanded to Qatar in August 2025, where it offered free vouchers and forged partnerships with local and international restaurants, quickly becoming a strong alternative in a concentrated market.
Now, Keeta is setting its sights on the UAE—one of the most competitive and diverse delivery markets in the region, dominated by heavyweights such as Talabat (Delivery Hero), Deliveroo, Careem NOW, and Noon Food.
A New Strategy for the UAE
To stand out, Keeta has introduced a “Founding Vendor” program, designed to attract restaurants and retailers early by providing marketing and technology support at no cost. In a showcase of Meituan’s global expertise, the company has also initiated drone delivery trials in Dubai, leveraging technology that already powers over 150 million daily orders in China.
Challenges Ahead
Despite its rapid ascent, Keeta faces significant hurdles in the UAE market:
- Fierce competition from entrenched players like Talabat and Deliveroo.
- High promotional costs that could weigh on financial sustainability.
- Strict regulatory requirements on licensing, labor, and operations.
Opportunities on the Horizon
At the same time, Keeta sees clear opportunities to win ground:
- Leveraging AI-driven logistics and technology as core differentiators.
- Riding the wave of digital growth in the Gulf, aligned with Saudi Vision 2030 and Qatar Vision 2030.
- Tapping into consumers’ appetite for competitive offers, faster delivery, and seamless user experiences.
The Road Ahead
The UAE launch represents more than just another market entry—it could serve as a gateway to broader regional growth, with Kuwait, Bahrain, and Egypt already on the horizon. Yet one question looms large: Will Keeta manage to break the dominance of traditional players and secure a sustainable foothold, or will it be forced to retreat once the “discount wars” subside?
