Chinese food delivery giant Meituan's subsidiary brand, Keeta, has announced that it will officially launch platform operations in Brazil on October 30th. The initial food delivery pilot operations will take place in Santos and São Vicente in the state of São Paulo. Over 700 food brands, including major chains like Sodiê, The Coffee, Seven Kings, Mania de Churrasco, and local renowned restaurants, have already registered on the platform in these two coastal cities. Keeta is also conducting training for over 2,000 local delivery riders.

Meituan has declared its intent to invest 5.6 billion Brazilian reais in the Brazilian market over the next five years and aims to expand its food delivery services to São Paulo by the end of 2025. Keeta has chosen mid-sized Brazilian cities as pilot locations to enhance delivery efficiency and safety while fostering the growth of the local food industry, including small and medium-sized food businesses. Their data shows that in Santos, 82% of food delivery orders come from small and medium-sized restaurants, while in São Paulo, this figure stands at 69%.

Tony Qiu, the International Operations President of Keeta, stated, "Through advanced technology and professional support, we are committed to providing high-quality services to various partner restaurants, including small and medium-sized food businesses. We will localize the successful ecosystem we have built in China in the Brazilian market to serve the local market in the best way possible." Meituan provides food delivery services to 770 million people annually, processing around 80 million food delivery orders daily. Keeta currently operates in Hong Kong, Saudi Arabia, Qatar, Kuwait, and the United Arab Emirates.

In Brazil, the ride-hailing app 99, which is under Didi, is re-entering the food delivery market under the 99Food brand, with investments expected to reach 1 billion Brazilian reais by 2025. Meanwhile, the Brazilian food delivery app iFood is increasing its investments locally, raising its investment scale from 13.6 billion reais last year to the announced 17 billion reais this year.