On September 27 (local time), Meituan’s food delivery service, Keeta, officially commenced operations in Dubai, UAE, marking its entry into its third Middle Eastern market within a mere 40 days. So far, Meituan has successfully established its presence in four markets across the Middle East Gulf area, with plans underway to launch its services in Abu Dhabi as well.

Recognizing the Middle East as a high-value strategic market, Keeta made its initial foray into the region in September 2023, starting its operations in Saudi Arabia to build a user base. Lately, the pace of its expansion has markedly quickened.

Furthermore, Dubai holds the distinction of being the first overseas location for Meituan’s drone delivery service, “Keeta Drone,” which has already commenced regular operations. With the launch of Keeta in the UAE, Meituan has successfully created a dual fulfillment system that integrates “ground and low-altitude” services. This development represents a significant milestone in the internationalization of Meituan’s “retail + technology” strategy. However, considering the intense competition in the region, it remains to be seen whether Keeta can achieve distinctive breakthroughs and how drone delivery will perform in the long run.