Keeta, the on-demand delivery platform backed by Chinese technology group Meituan, has launched Programme ABAAD in the UAE, an initiative aimed at helping Emirati-owned food and beverage businesses grow within the digital economy.
The programme, developed by Keeta and adapted for the UAE market, targets small and medium-sized enterprises in the F&B sector. It is being run in collaboration with Khalifa Fund for Enterprise Development, which supports Emirati entrepreneurs through funding and capacity-building initiatives.
Participating merchants will receive training in operational management, digital growth, customer experience, and commercial performance. They will also get access to platform analytics and performance tools to improve their visibility on Keeta’s app. Those who complete the programme and meet performance benchmarks will receive in-app certification. A smaller group of high performers will be offered visits to Meituan’s ecosystem for direct exposure to operational case studies and expertise.
“The launch of programme Horizon in collaboration with Keeta marks a significant step towards empowering Emirati entrepreneurs in Al Ain, and enhancing the readiness of their enterprises for growth and competition within a business environment undergoing rapid digital transformation. Through this programme, we aim to empower our members operating in the F&B sector by providing them with practical tools and reliable expertise that help strengthen their digital presence, improve operational efficiency, and support the long-term sustainability of their businesses. This collaboration reflects Khalifa Fund’s commitment to fostering strategic partnerships that unlock the potential of Emirati ventures and help them contribute to a more diverse and sustainable economy,” Khalifa Saeed Al Kuwaiti, Executive Director of the Entrepreneurship Sector at Khalifa Fund for Enterprise Development said in a statement.
“Programme ABAAD reflects Keeta’s commitment to supporting the growth of local businesses across the region. We are proud to launch this initiative in the UAE and collaborate with Khalifa Fund to extend its impact to Emirati entrepreneurs. Through this programme, we aim to support merchants and contribute to a stronger SME ecosystem,” Lucas Xie, General Manager of Keeta UAE added.
The name ABAAD, drawn from the Arabic word for horizons or dimensions, is intended to reflect the programme’s aim of opening new growth pathways for entrepreneurs.
