Keeta resumes expansion in Brazil with 21 new cities

Keeta, the international arm of the Chinese giant Meituan, has announced the resumption of its expansion in Brazil, targeting 21 new cities. This move marks the company's first significant step outside the state of São Paulo, where it initially launched pilot operations in Santos and São Vicente.

The expansion follows a period of delay caused by market exclusivity clauses. Keeta noted that previously, over 50% of large restaurant chains were bound by contracts that restricted partnerships with new platforms. However, a decision by the São Paulo Court of Justice (TJ-SP) declared certain ban clauses imposed by 99Food to be illegal, creating more favorable conditions for Keeta to enter the market.

In a strategic shift, Keeta is prioritizing smaller and mid-sized cities over major metropolitan areas to avoid direct competition with established players like iFood and 99Food. The new locations include cities in Mato Grosso, Goiás, Paraná, São Paulo, Minas Gerais, Rio Grande do Sul, and Santa Catarina. The company aims to integrate its full-service model into these diverse regions, seeking to transition consumer behavior from occasional weekend indulgence to daily meal consumption.