Keeta has said the response to its UAE launch has exceeded expectations, with adoption from customers, merchants and riders across the country.
“The UAE was a natural choice for Keeta because it is one of the world’s most forward-looking digital economies. The country embraces innovation, entrepreneurship, and new technologies, while consumers have some of the highest expectations globally when it comes to convenience and service quality,” Lucas Xie, General Manager, Keeta UAE told Lana in an exclusive interview.
“We saw an opportunity not only to bring more choice to customers, but also to support local businesses, create earning opportunities, and contribute to the UAE’s growing digital economy. The speed of our expansion reflects the confidence we have in this market and its long-term potential,” Xie explained.
Keeta, which launched in September 2025 in Dubai, is owned by Meituan, a massive Chinese technology company that runs the largest food delivery platform in China.
According to Xie, the company had seen adoption across the UAE since launch. “The response has exceeded our expectations. Since launching, we’ve seen strong adoption from customers, merchants, and riders across the UAE. What has been particularly encouraging is the level of engagement from local businesses who see Keeta as a platform to help them grow and reach new customers. We’ve also received valuable feedback from customers, which continues to shape how we improve our services and offerings,” he said.
UAE success to shape wider Keeta regional strategy
Keeta places training at the centre of its operations, Xie revealed. “All riders and staff receive onboarding and continuous training covering service standards, safety, customer experience, technology systems, and compliance requirements,” he said, adding that Keeta also works closely with delivery partners to “understand local regulations and best practices.”
“Our goal is to maintain high service standards while supporting the wellbeing and professional development of everyone who represents the Keeta platform,” he said.
However, when asked what makes Keeta different from delivery apps already operating in the region, Xie said the company is focused on creating value for customers, merchants and riders.
For customers, this means a service built around reliability and convenience, whereas for merchants it means access to tools, insights and support that can improve their visibility and performance on the platform. For riders, Xie said Keeta is investing in initiatives that support their wellbeing and working environment.
“We also bring strong technology capabilities and operational expertise, while remaining deeply focused on local needs and community partnerships,” he said.
However, Xie said the UAE is a market where customers have high expectations around convenience, service quality and innovation, which requires companies to continue improving. From launch, Keeta has focused on customer feedback, local needs and partnerships across the country, he said.
“Our approach has always been centered on earning trust through a reliable service, meaningful community engagement, and a long-term commitment to the market,” Xie said, adding that compliance and data protection are priorities for the company.
“We operate in accordance with applicable UAE laws and regulations and continuously review our processes to ensure alignment with evolving requirements,” he said.
Keeta has implemented security measures, access controls and governance procedures designed to protect customer information and maintain trust, according to Xie.
Partnerships, in particular, have also played a role in Keeta’s UAE growth, with the company working with government entities, business organisations, merchants and community stakeholders.
One example is Keeta’s collaboration with Khalifa Fund for Enterprise Development on the UAE edition of Programme ABAAD, a Keeta-led initiative designed to support Emirati-owned F&B SMEs.
The first phase of the programme, taking place across Al Ain, provides participating merchants with training, platform tools, performance insights, recognition and international exposure opportunities.
“We value these relationships and see collaboration as essential to long-term success,” Xie said, adding that Keeta is adapting its platform, campaigns, partnerships and customer experience based on feedback from the UAE market.
“The UAE is incredibly diverse, with residents from all over the world. That means customer expectations are equally diverse. We continuously adapt our platform, campaigns, partnerships, and customer experience based on local insights and feedback. Our goal is to ensure that Keeta feels relevant, accessible, and valuable to people across every community we serve,” he explained.
When asked whether Keeta could add more services in future, including home services or rides, Xie said the company is still focused on strengthening its current services.
“We are always exploring opportunities to better serve our users. Right now, our focus remains on strengthening our existing services and delivering the best possible experience,” he said.
Xie revealed, however, Keeta would continue to evaluate new opportunities as the market evolves and customer needs change, provided they align with the company’s strategy and create value for users.
Xie said UAE customers value convenience, reliability, speed and quality, adding that customer expectations in the country push companies to innovate and improve. “One of the biggest lessons has been the importance of listening closely to customer feedback and responding quickly to evolving needs,” he said.
Keeta UAE journey in the country ‘is just beginning’
He added that the UAE is important to Keeta’s growth because of its position as a hub for innovation, technology, entrepreneurship and investment.
“Success in the UAE demonstrates our ability to operate in one of the world’s most sophisticated digital markets. It also provides valuable insights that help shape our growth strategy across the wider region,” he added.
As for the future, Keeta’s focus in the UAE remains on sustainable growth, including merchant partnerships, customer experience, technology investment and rider welfare.
“We will continue expanding partnerships with merchants, enhancing customer experience, investing in technology, and supporting rider welfare initiatives,” he said, adding that the company also plans to deepen its engagement with communities and contribute to the UAE’s digital economy and innovation ecosystem.
“Supporting local merchants and SMEs will remain an important part of this journey, particularly as more businesses look to strengthen their presence across modern digital sales channels,” Xie said.
He thanked Keeta’s customers, merchants, riders, partners and the UAE’s leadership for their support, and said the country had created an environment for innovation, entrepreneurship and growth.
“Our journey here is just beginning, and we remain committed to supporting local businesses, creating opportunities, investing in our communities, and contributing positively to the UAE’s long-term vision and continued success,” Xie concluded.
