In what is seen as a landmark move for the region’s digital delivery sector, Chinese tech giant Meituan today officially launched its international arm, Keeta, in the UAE. This follows the company’s recent rollout in Saudi Arabia and several neighboring countries, signaling its determination to compete head-on with established players such as Talabat, Noon Food, and Careem Now.
A Chinese Giant Crosses Borders
Meituan is one of China’s most powerful tech companies, handling hundreds of millions of daily orders and excelling in quick commerce, AI-driven logistics, and customer experience optimization. Its entry into the Gulf is not just a business expansion—it’s a strategic necessity, diversifying away from a heavily regulated domestic market in China.
A Crowded but Penetrable Market
In the UAE, Talabat commands the lion’s share of the delivery market, while Noon Food and Careem Now compete to expand their presence. Yet, high commission fees continue to burden many small and medium-sized restaurants, while consumers demand faster and cheaper options. This gap is exactly where Keeta sees its opening, leveraging its vast operational expertise and advanced logistics systems.
Beyond Delivery: The Race for a Super App
Keeta’s ambitions go far beyond food and grocery delivery. The company is positioning itself as a potential Super App, integrating services like payments, e-commerce, and even mobility. The battle is not only for what consumers eat, but also for their entire digital lifestyle within a single platform.
The China–Gulf Strategic Dimension
The launch also reflects the growing economic and strategic ties between China and the Gulf states. With the UAE serving as a hub in China’s Belt and Road Initiative, Keeta’s entry highlights Beijing’s broader ambition to secure a foothold in the region’s digital economy—far beyond mere commerce.
Consumers: The Biggest Winners
For consumers, Keeta’s arrival promises:
• Lower prices and aggressive promotions.
• Faster delivery times powered by advanced logistics.
• Greater variety, potentially including exclusive Asian and Chinese restaurants.
• A smarter digital experience through AI-driven personalization.
Will Talabat’s Dominance Waver?
Breaking into a market like the UAE is no easy feat. Yet Keeta brings with it deep pockets, world-class operational know-how, and strategic Chinese backing—factors that could reshape the competitive dynamics. The big question remains: can it carve out a meaningful share from Talabat’s long-standing dominance, or will it be tested by fierce competition and entrenched consumer loyalty?
Conclusion:
Keeta’s launch in the UAE is more than a commercial milestone. It is part of a broader reconfiguration of the Middle East’s digital landscape, where global tech ambitions, geopolitical strategies, and consumer expectations intersect. The race officially begins today in Dubai and Abu Dhabi—and its outcome may redefine the future of the region’s on-demand economy.
