At 11 AM on September 9 (Saudi time), Meituan’s international delivery service Keeta officially launched in Saudi Arabia, marking its first international expansion outside of China. In recent months, Keeta has been recruiting local merchants and delivery riders through social media and job platforms in Saudi Arabia. During the launch period in Saudi Arabia, users will receive a 50% discount coupon and free delivery benefits upon registration. Keeta is an independent brand of Meituan, focusing on international markets with food and consumer goods delivery services. It emphasizes global positioning and local operations, offering differentiated supplies and customized delivery services based on user preferences in different countries and regions.
Meituan’s entry into the Saudi market presents both valuable opportunities and numerous challenges. The Saudi delivery market is the most promising in the Middle East, with a high average order value and a strong willingness among users to pay for delivery, which generally covers the cost of each delivery and supports a healthy per-order profit model. However, Meituan will also face fierce competition from both international and local rivals, including Hunger Station under Delivery Hero, Saudi local competitor Jahez, and another Chinese delivery brand, Wukong Delivery. Whether Meituan can replicate its success in China while innovating and adapting to local conditions will be worth ongoing attention.