Even the most advanced tech needs an agile local team: Keeta UAE GM

As Keeta UAE celebrates its first anniversary, General Manager Lucas Xie reflects on the achievements and challenges faced during the company's rapid expansion in the Middle Eastern market. In this wide-ranging interview, Xie discusses how lessons from China's Meituan technology were adapted to the UAE's unique environment, focusing on building an agile local team and fostering genuine partnerships with merchants and local communities.

The company's growth was swift, with Keeta extending its services to all seven emirates within 90 days of launch. By the end of its first year, the platform had served millions of customers and fulfilled tens of millions of orders, all while partnering with over 10,000 restaurant and merchant brands across more than 40,000 locations. Keeta's delivery partners covered more than 200 million kilometers, showcasing the scale of the company's operations.

However, Xie emphasizes that the true measure of success lies in building a consistent, reliable service that resonates with diverse customer habits and expectations. Understanding that no single solution fits all, Keeta adopted a flexible approach, customizing forecasting and training methods for each market. This realization underscores the importance of agile local teams in complementing advanced technology, as Xie states, "Even the most advanced technology needs an agile local team behind it."

One of the key achievements of Keeta's first year was its ability to cater to the UAE's diverse communities and dining habits. The company recognized that customers have varying preferences and routines, and thus focused on adapting its offerings accordingly. For example, the introduction of KeeShare allowed customers to share meals with riders during Ramadan, fostering a sense of community during the celebration of generosity.

Similarly, by analyzing first-year data, Keeta identified popular dishes like fried chicken and burgers, and Arab cuisine staples like mandi, enabling the company to provide more personalized recommendations and optimize delivery capacity.

In terms of measurable impact, Keeta's first year has already showcased significant growth for local restaurants and smaller merchants. By providing these businesses with increased visibility and access to new customers, Keeta has helped them grow sustainably. The company's commitment to building long-term relevance over short-term promotions is evident in its strategic focus on fostering genuine relationships with merchants and understanding the unique needs of the UAE's diverse population.