BUSINESS

Keeta Takes Meituan’s China Playbook to the Middle East

Published: Sep. 9, 2026 11:47 a.m. GMT+8

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A Keeta delivery rider in the UAE. Photo: VCG

(Dubai, UAE) — Meituan’s international food-delivery brand Keeta is accelerating its Middle East expansion, betting that the algorithms and operating know-how developed in China can be adapted to one of the region’s most diverse consumer markets.

Keeta entered the United Arab Emirates in September 2025 and expanded across all seven emirates by the end of that year. The UAE followed earlier launches in Hong Kong, Saudi Arabia, Qatar and Kuwait.

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Keeta, Meituan’s delivery brand, entered UAE in Sept 2025, covering all seven emirates by year-end; now its second-largest Middle East market after Saudi Arabia.
UAE food-delivery orders rose 15.2% in H1 2026; only 10% of ~11M residents are Emirati, driving localized menus, promotions, and delivery procedures.
Keeta employs 350+ in UAE (80% local hires) and began commercial drone-delivery trials in Dubai in late 2024.

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Who’s Who

Meituan: Meituan's international food-delivery brand Keeta is expanding rapidly in the Middle East, having entered the UAE in September 2025. It adapts Chinese algorithms to diverse markets, with local hiring across regions. Keeta also runs drone-delivery trials in Dubai, while its Saudi and Hong Kong operations have achieved profitability.

Keeta: Keeta is Meituan's international food-delivery brand expanding in the Middle East. It entered the UAE in September 2025, covering all seven emirates, following launches in Hong Kong, Saudi Arabia, Qatar, and Kuwait. Keeta has over 350 UAE employees, uses drone delivery trials in Dubai, and leverages Chinese-developed algorithms to handle diverse consumer demands.

Syrve MENA: Syrve MENA is a restaurant-software provider cited in the article. It reported that restaurant delivery orders in the UAE rose 15.2% in the first half of 2026, highlighting the country's fast-growing food-delivery market, where Keeta operates.

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What Happened When

2024-09 or later：: Meituan began commercial drone-delivery trials in Dubai.

2025-09：: Keeta entered the United Arab Emirates.

2025-12-31 or earlier：: Keeta expanded across all seven emirates of the UAE by end of 2025.

2026-07：: Keeta’s Saudi Arabia operation became profitable.

2026-08：: Meituan CEO Wang Xing stated that Keeta’s Saudi Arabia operation became profitable in July 2026 and its Hong Kong business reached stable profitability by August 2026.

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