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2 clusters · 6 sources · 9 days · First seen · Last updated

Keeta food delivery expansion in Brazil

Overview

Keeta, the international on-demand food delivery arm of Meituan, has announced a resumption of its expansion in Brazil, targeting 21 new cities. This move represents the company’s first significant expansion beyond its initial pilot operations in Santos and São Vicente within the state of São Paulo.

The expansion follows delays caused by market exclusivity clauses. Keeta noted that previously, over 50% of large restaurant chains were restricted by contracts that prevented 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, facilitating Keeta’s market entry.

In a strategic shift, the company is prioritizing smaller and mid-sized cities across several states—including Mato Grosso, Goiás, Paraná, Minas Gerais, Rio Grande do Sul, and Santa Catarina—to avoid direct competition with established players like iFood and 99Food. Keeta aims to integrate its full-service model into these regions to encourage daily meal consumption among consumers.

Entities

Keeta · Meituan · 99Food · United Arab Emirates · iFood

Timeline

  1. [BUSINESS] 3 sources
    Keeta resumes expansion in Brazil with 21 new cities

    Keeta, Meituan's international delivery arm, is expanding into 21 new Brazilian cities, targeting smaller municipalities to bypass market exclusivity barriers and compete with established rivals.

  2. [BUSINESS] 3 sources
    Keeta celebrates first year of operations in the UAE

    Keeta, Meituan’s food delivery platform, marks one year in the UAE, having expanded to all seven emirates and partnered with over 10,000 merchant brands and 40,000 locations.

Sources

economiasp.com · gulfnews.com · integratormedia.com · omaringa.com.br · pipelinevalor.globo.com · uaenews247.com