巴西第一大城市引入美团旗下外卖品牌

Core Insights - Meituan's international food delivery brand Keeta is set to officially launch operations in São Paulo, Brazil, on December 1, 2023, as part of a broader investment plan of 5.6 billion Brazilian Reais over five years [1][2] - Keeta plans to invest 1 billion Brazilian Reais in local technology and service infrastructure, covering São Paulo and eight surrounding cities [1] - The platform aims to enhance delivery predictability with a new service called "准时保" and will waive delivery fees for over 90% of partner restaurants [1] Company Strategy - Keeta has been piloting operations in Santos and São Vicente since October 2023, allowing the company to gather real data for optimizing solutions and localizing its offerings for the Brazilian market [1] - An initial investment of 100 million Brazilian Reais will be allocated to a rider support program, which includes the establishment of a rider support center in São Paulo [1] Industry Impact - The entry of Keeta is expected to bring more digitalization and efficiency to the local food delivery industry, showcasing the role of tech companies in improving urban living standards [2] - The new platform is anticipated to enhance market competition and provide more digital channel options for small and medium-sized restaurants, contributing to the diversification of the local food and beverage sector [2] Company Background - Keeta was established in 2023 and has already expanded its operations to regions including Hong Kong, Saudi Arabia, Qatar, Kuwait, and the UAE [2] - Meituan, the parent company of Keeta, served approximately 770 million users in the past year, with peak daily orders in instant retail exceeding 150 million [2]