Xin Hua Cai Jing·2025-11-27 11:25Core Insights - Meituan's international food delivery brand Keeta is set to officially launch operations in São Paulo, Brazil, on December 1, with an investment of 1 billion Brazilian Reais (approximately 1.3 billion RMB) aimed at enhancing local technology and service systems [2][3] - This launch is part of Meituan's broader investment plan of 5.6 billion Brazilian Reais (approximately 7.28 billion RMB) in Brazil over five years [2] - Keeta's initial pilot operations in Santos and São Vicente have provided valuable data for local market optimization and adjustments [2] Investment and Expansion - Keeta plans to invest 1 billion Brazilian Reais (approximately 1.3 billion RMB) in a rider support program, which includes establishing the first rider support center in São Paulo [3] - The rider support center will offer amenities such as rest areas, drinking water, and kitchen facilities, along with offline training and daily income withdrawals for riders [3] - The platform will also distribute smart helmets equipped with self-developed technology to enhance delivery efficiency and safety [3] Market Impact - The entry of Keeta is expected to bring increased digitalization and efficiency to the local food delivery industry, showcasing the role of tech companies in improving urban living standards [2] - Local restaurant associations believe that the new platform will foster free competition and provide more options for small and medium-sized restaurants [3] - During the pilot phase, participating restaurants reported a significant increase in orders, prompting operational adjustments [3] Company Background - Keeta was established in 2023 as Meituan's international food delivery brand and has already launched operations in countries such as Saudi Arabia, Qatar, Kuwait, and the UAE [3] - Meituan has served approximately 770 million users in the past year, with peak daily orders in instant retail exceeding 150 million [3]