In a strategic move for global expansion, Meituan, the Chinese food delivery titan, has rolled out its new food delivery brand, KeeTa, in Hong Kong. The brand aims to offer an enhanced, efficient, and reliable delivery experience for Hong Kong consumers.
Drawing inspiration from the speed and agility of the renowned sprinter cheetah, KeeTa is poised to carve out a strong presence in the on-demand delivery sector of Hong Kong. The brand’s vision aligns with providing superior service quality, improved efficiency, and an exceptional user experience.
KeeTa launched initially in Mong Kok and Tai Kok Tsui, with plans to reach every corner of the Hong Kong market by the year’s end. The KeeTa app is ready for download across major mobile app platforms, with the delivery services commencing from 8 am on 22nd May.
To uplift its customer service experience, KeeTa introduced the ‘Meal for One’ programme, curated specifically for the residents of Hong Kong. This programme offers cost-effective set menus, featuring a variety of Chinese, Western, and Japanese dishes and drinks.
From the merchants’ perspective, this programme ensures enhanced online visibility without the burden of additional advertising costs and traffic expenses. Selected set menus also streamline ingredient procurement and meal preparation, enabling merchants to scale their profitability through increased order volumes.
Renowned brands like McDonald’s, Maxim’s MX, KFC, Yoshinoya, Pacific Coffee, and others have already joined KeeTa’s platform. Every new user will enjoy a gift coupon package comprising exclusive meal deals and reduced delivery charges.
To further augment user satisfaction, KeeTa has instituted an “On-time Promise” policy, offering a structured compensation plan for late orders. Users will receive vouchers for future orders if their delivery is over 15 minutes late from the original estimate. KeeTa is also incentivizing couriers for timely deliveries to boost performance.
Meituan foresees a fast-paced evolution in Hong Kong’s food delivery market and aims to bridge the gap in the market needs of diners, restaurants, and couriers. “KeeTa aims to fulfil users’ expectations for superior delivery services, assist merchants in expanding their business, and create rewarding employment opportunities for couriers,” added a Meituan spokesperson.
KeeTa’s tailor-made app interface, culture-sensitive services, localised content, and its self-employed programme to address courier shortages showcase the brand’s commitment to adapting to Hong Kong’s unique food culture. As robust competitors join the fray, it’s essential for local food delivery platforms to refine their strategies to stay competitive.
Foodpanda’s spokesperson welcomed new entrants, emphasising the untapped potential for food delivery services in Hong Kong. “We will strive to serve our customers diligently and work towards building a sustainable ecosystem for our stakeholders,” they said.
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Carmen Wu, the head of market, Havas Media HK, advised local delivery companies to differentiate themselves by innovating value propositions like food delivery, online grocery, subscription meal boxes, and beyond. Attractive manpower schemes can allure industry talent, leading to improved service quality and increased courier confidence. Wu emphasised the need for innovation and adaptation, including superior customer service and enhanced follow-ups on failed delivery orders, for local companies to compete with Meituan’s expansion.
This article is based on an article from Marketing Interactive.
