Beijing-based Meituan is gearing up to introduce its food delivery app, KeeTa, in Riyadh, Saudi Arabia, marking its first venture outside of greater China. This move comes as part of a broader strategy to tap into new markets amid stagnant growth domestically. The decision to start in the Saudi capital reflects the city’s economic significance and burgeoning plans to transform into a key tourism and commercial hub.
Meituan’s entry into Riyadh is set against a backdrop of increased global outreach by Chinese companies. Facing fierce competition at home and a slowdown in consumer spending, these businesses are exploring growth opportunities abroad. Riyadh, being one of the wealthiest and most strategic cities in West Asia, offers a promising start.
According to Bloomberg, citing informed sources, the launch, which could happen within the next few months, pits Meituan against established local players such as Jahez International Co, Talabat (owned by Delivery Hero), HungerStation, and Uber Technologies-backed Careem. Similar to its successful rollout in Hong Kong in 2023, Meituan plans a phased introduction of KeeTa in Riyadh, initially targeting specific districts and employing a subsidy-heavy model to attract users and delivery personnel.
The company has already listed multiple job openings on LinkedIn and its website for roles in business development and user acquisition in Riyadh. This hiring spree underscores Meituan’s commitment to establishing a firm footprint in the West Asian market.
“We are actively evaluating opportunities in other markets,“ Meituan CEO Wang Xing said during a post-earnings call with analysts last month.
“We have the tech know-how and operational know-how, so we are quietly confident we can enter a new market and find an approach that works for consumers there.”
