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THE FUTURE OF HOSPITALITY CONSUMPTION IN THE UAE

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Exclusive interview with Lucas Xie, General Manager Keeta UAE

The UAE’s food and hospitality ecosystem is evolving rapidly; how would you define Keeta’s role in shaping this transformation today?

    The UAE’s hospitality ecosystem is entering a more mature and nuanced phase; where growth is increasingly defined by quality, consistency, and the ability to meet evolving consumer expectations.

    At Keeta, our role is to support this evolution in a practical and sustainable way. We focus on enabling better everyday experiences, helping customers access trusted choices while ensuring that convenience is paired with reliability and value.

    At the same time, we see ourselves as part of a broader ecosystem. The UAE is home to a diverse mix of long-standing institutions and emerging concepts, and our role is to support their continued growth by providing the infrastructure, visibility, and operational support needed in a digital-first environment.

    Our role is to strengthen both sides of the experience, enhancing how people engage with food while supporting the resilience of the restaurant sector.

    Your career spans major platforms like Baidu Waimai and Ele.me. What core lessons from scaling in China are most relevant to the UAE market today?

      A key lesson I have learnt from scaling in China is that long-term success is built on consistency and trust, rather than short-term drivers alone.

      While speed and convenience are essential, what ultimately matters is delivering a reliable experience that customers can depend on over time. This is what builds lasting engagement.

      Another key takeaway is the importance of using data in a meaningful way. Data is most valuable when it enables better decisions; helping platforms and restaurant partners understand behavior, improve operations, and adapt to changing needs.

      At the same time, each market has its own unique characteristics. The UAE stands out for its diversity, strong regulatory environment, and high expectations for service quality. What translates best is a disciplined approach to execution, combined with the ability to adapt to local dynamics with precision and respect.

      How do you see the relationship between delivery platforms and restaurants evolving—from transactional to strategic partnerships?

        The relationship is naturally evolving into a more integrated and collaborative model. Restaurants today are looking for partners who can contribute to their long-term growth, beyond simply facilitating orders. This includes supporting areas such as demand planning, menu optimization, and understanding customer behavior.

        At Keeta, we approach this as a partnership built on shared success. Our focus is on enabling restaurants to operate more efficiently, reach the right audiences, and maintain the quality and identity that define their brand.

        This is particularly relevant in the UAE, where many businesses are deeply rooted in the community, and where sustainability is closely linked to maintaining authenticity and consistency.

        Keeta operates at the intersection of logistics and technology; how is data shaping decision-making for restaurant partners?

          Data plays an increasingly important role in how decisions are made across the ecosystem. For restaurant partners, it offers clear visibility into customer preferences, ordering patterns, and evolving trends. This allows them to make more informed decisions around menu design, pricing, and operations.

          From a logistics perspective, data enables greater efficiency; helping optimize delivery times, improve reliability, and enhance the overall customer experience. Our focus is on ensuring that these insights are practical and actionable. The objective is not to provide more data, but the right insights that can support tangible improvements in day-to-day operations.

          Keeta has been rapidly strengthening its presence in the UAE, what have been the key drivers behind this growth? And could you share any recent milestones or initiatives that signal Keeta’s long-term commitment to the region?

            Our progress in the UAE has been driven by a clear focus on building a strong  foundation aligned with the country’s economic vision.

            Since launching in September 2025, Keeta has expanded to cover all seven emirates, with an approach centered on operational excellence, local partnerships, and long-term ecosystem contribution.

            A key part of this has been supporting SMEs. Today, we have integrated over 5,000 UAE-based SMEs onto our platform, supporting the UAE’s transition toward a diversified, innovation-led economy.

            Looking ahead, our strategy is focused on two priorities: technology investment and SME empowerment.

            This is reflected in our recent partnerships with the Abu Dhabi Department of Economic Development (ADDED) and the Khalifa Fund for Enterprise Development (KFED), where we are working to accelerate the digital transformation of SMEs and strengthen the broader food delivery and logistics ecosystem.

            Our commitment to the UAE is long-term, focused on building a resilient, inclusive, and innovation-driven hospitality landscape.

            Given the UAE’s position as a global trade and logistics hub, how are ongoing supply chain dynamics and regional developments shaping the way food delivery platforms operate and scale locally?

              Operating in a global hub like the UAE requires both agility and resilience.

              The strength of the country’s infrastructure provides a solid foundation, and comes with high expectations for consistency and reliability.

              For platforms, this means working closely with partners to navigate changes in supply, demand, and operational conditions. It also reinforces the importance of strong systems and real-time insights to maintain stability.

              It also reinforces the role of delivery platforms in maintaing continuity, ensuring that customers have dependable access to food, while enabling restaurants to adapt to changing conditions.

              What strategic priorities are guiding Keeta’s long-term roadmap in the UAE, particularly as the market matures and competition intensifies?

                As the market evolves, our focus remains on building long-term value across the ecosystem.

                This includes enhancing everyday value for customers through consistency and reliability. It also involves deepening our partnerships with restaurants, supporting their growth while preserving what makes them unique. Finally, we continue to invest in operational excellence and technology to meet evolving expectations and ensure a high-quality experience across all touchpoints.

                Our approach is grounded in contributing meaningfully to the ecosystem, supporting its growth in a way that is balanced and aligned with the UAE’s broader vision.

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                Hospitality

                Keeta Kicks Off the First Keeta Karnival Across All Seven Emirates

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                Keeta, the international on-demand food delivery platform, is kicking off Keeta Karnival, marking the first edition of its signature food celebration in the UAE. Running from 15 October to 31 October 2026, the campaign will connect customers with thousands of restaurants across all seven emirates through special offers, limited-time deals, competitions and on-ground experiences.

                True to its promise of “Epic Deals, Endless Cravings”, Keeta Karnival invites customers to explore more of the UAE’s food scene, from neighbourhood favourites to restaurants they have yet to try. During the peak promotional period from 15 to 31 October, customers can enjoy discounts of up to 50% at participating restaurants, while restaurant partners gain more ways to reach new customers.

                “Food brings people together in the UAE, and the variety of restaurants here is remarkable,” said Lucas Xie, General Manager of Keeta UAE. “Keeta Karnival is our way of celebrating that variety, giving customers more reasons to try something new while helping participating restaurants reach new audiences. As we enter our second year in the UAE, the campaign reflects our long-term commitment to the customers and restaurant partners we serve across the country.”

                More ways to discover and enjoy

                The campaign’s offers are brought together in the Keeta Karnival hub within the Keeta app. Keeta Around You will spotlight curated restaurant picks across UAE cities, with up to 50% off at participating restaurants. Flash Deals will offer selected deals at AED 19 with free delivery, Monday to Friday between 2:30 pm and 5:30 pm.

                From 18 to 31 October, Keeta Week – The Karnival Edition will offer 50% off the full menu, including promotional items, plus free delivery at participating restaurants. The celebration also takes to the skies with Keeta Drone, extending the Karnival promotion to its service areas in Dubai Silicon Oasis. Customers at Dubai Land, Rochester Institute of Technology, Dubai and Dubai Silicon Oasis Headquarters can enjoy the campaign’s offers through drone delivery, bringing together food discovery, value and delivery innovation.

                Every eligible order above AED 100 placed between 15 October and 14 November will also be automatically entered into a draw to have the chance to win a Jetour T2, with the winner to be announced on 16 November. Customers paying with eligible Emirates Islamic Visa cards can also save up to AED 20 on their orders until 1 November.

                Bringing Keeta Karnival into the community

                Alongside the in-app campaign, Keeta Karnival is coming to life across the UAE. At Global Village in Dubai, the Keeta booth at Happiness Plaza 2 will host games, voucher giveaways and restaurant sampling over two weekends, 16–18 and 23–25 October. Over the opening weekend, visitors to Al Forsan Mall in Abu Dhabi can also join interactive games and win vouchers.

                By combining restaurant discovery with experiences beyond the app, Keeta Karnival gives participating restaurants more ways to connect with customers, building on Keeta’s presence across all seven emirates and its long-term commitment to the UAE’s food scene.

                Keeta Karnival runs from 15 October to 31 October 2026. Customers can explore participating restaurants, offers and activities in the Keeta Karnival hub in the Keeta app, available on the App Store and Play Store.

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                Hospitality

                AL RAHA BEACH RESORT & SPA ABU DHABI INTRODUCES FOUR NEW EXPERIENCES TO ENJOY THIS SEASON

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                As the cooler months arrive, Al Raha Beach Resort & Spa, Abu Dhabi is giving residents and visitors four new reasons to step out and enjoy the season. With a line-up of experiences across Black Pearl, La Piscine and Azur Restaurant, guests can look forward to everything from lively ladies’ nights and golden-hour gatherings to relaxed al fresco evenings and sophisticated jazz nights, with packages starting from just AED 85 per person.

                Black Pearl Ladies’ Night – Every Tuesday, Starting 20 October

                Tuesday evenings are getting a little more exciting at Black Pearl with the introduction of its new Ladies’ Night. Perfect for catching up with friends or enjoying a midweek evening out, the experience brings together good company, a lively atmosphere and a little midweek indulgence. For AED 85 per person, ladies can enjoy free-flowing house beverages accompanied by a bar bites platter, making it an ideal excuse to gather the girls and enjoy the evening. The offer is available every Tuesday from 7 PM to 10 PM.

                La Piscine Sundowners – Every Friday, Starting 16 October

                Friday evenings are all about golden-hour moments at La Piscine. As the sun begins to set, guests can unwind by the pool, enjoy the relaxed atmosphere and ease into the weekend with refreshing drinks and delicious bites. Priced at AED 99 per person, the Sundowners package includes two selected drinks and a bar bites platter, offering a laid-back way to enjoy Abu Dhabi’s cooler evenings. The offer is available every Friday from 5 PM to 7 PM.

                Jazz Nights at Black Pearl – Every Thursday, Starting 22 October

                For those who enjoy a more sophisticated evening, Black Pearl introduces Jazz Nights, bringing together smooth jazz, whiskey and cigars in an intimate setting. Whether it’s an after-work gathering or a relaxed night out, the experience offers a refined way to unwind as the week draws to a close. Priced at AED 99 per person, the package includes two selected drinks and one selected cigar. Jazz Nights take place every Thursday from 7 PM to 10 PM.

                Azur Al Fresco Aperitivo – Every Saturday, Starting 17 October

                With the return of outdoor dining season, Azur Restaurant invites guests to embrace the Italian tradition of aperitivo with its new Al Fresco Aperitivo experience. Designed for leisurely early evenings, the offering is perfect for catching up with friends, enjoying the pleasant weather and unwinding over drinks and light bites. For AED 99 per person, guests can enjoy two selected drinks accompanied by an antipasti platter. The experience is available every Saturday from 5 PM to 7 PM.

                With these four new offerings, Al Raha Beach Resort & Spa Abu Dhabi brings together a variety of experiences to suit every occasion. Whether it’s a midweek ladies’ night, a relaxed Friday sundowner, an evening of jazz or a Saturday aperitivo, the resort offers plenty of ways to make the most of the season.

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                Hospitality

                From the MICHELIN Stage to Delhi Street Food: Chef Pradeep Khullar and Saubhagi Veer Launch One Dish Venture – Bhaturewala in Dubai

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                After years of building restaurant experiences and working in Dubai’s fine-dining hospitality industry, Chef Pradeep Khullar and Saubhagi Veer have partnered up to turn their attention to their own passion venture, Bhaturewala — a focused One-Dish food concept dedicated to the flavours of Delhi.

                Following Chef Pradeep Khullar and Saubhagi Veer work at Nazaara, which was selected for the MICHELIN Guide Dubai 2026, the duo are embracing something deliberately simpler: bringing Delhi-style chole bhature and mutton bhature to Dubai through a takeaway and car-dining concept built around a love for the food, rather than an expansive restaurant format. Opening on Friday, October 16, at Shop 7, Lamcy A Building in Oud Metha, Bhaturewala will serve a tightly focused menu featuring Bhature in two signature flavours – Chole & Mutton accompanied by lassi. There will be no sprawling menu, conventional dining room or full-service restaurant setup. Instead, the focus will remain firmly on the food, with customers able to collect their orders or enjoy them in their cars.

                The concept will operate on Friday evenings and on Saturday and Sunday mornings and evenings, with a limit of just 200 plates per day.

                For Khullar, the venture is a personal tribute to the city where his culinary journey and love for food took shape.

                “Delhi is not just where I grew up; it is a part of who I am as a chef. Some of my strongest food memories are rooted in the streets, neighbourhoods and flavours of that city. Having spent years cooking in fine dining, I wanted to bring something much more personal to Dubai — a little piece of the Delhi I know and love, right here in the neighbourhood I call home. Bhaturewala is my way of sharing those memories through food that is honest, familiar and full of character. It’s not about reinventing Delhi street food; it’s about doing justice to it,” said Chef Pradeep Khullar, Co-founder of Bhaturewala.

                For Veer, whose experience spans restaurant leadership and brand building, the opportunity lay in creating something distinctive in a city where chole bhature is already widely available.

                “Dubai already has plenty of places serving chole bhature, and we never set out to be just another one. We wanted to build a concept around a simple belief: you don’t need a hundred things on a menu if you can do two things exceptionally well. Specialisation is at the heart of Bhaturewala — getting the food right, staying true to what we set out to serve, and making every plate count. The limited menu and 200-plate-a-day approach are deliberate. We want people to come to us because they know exactly what they’re coming for, and they know we care about getting it right. For us, this is about choosing focus over scale, and quality over quantity from day one,” added Saubhagi Veer, Co-founder of Bhaturewala.

                The idea for Bhaturewala took shape after years of conversations, planning and the familiar refrain of kabhi toh karenge — someday, we will do it. The founders have now decided to take that step, building a business of their own on their own terms, alongside their established careers in hospitality.

                The approach is intentionally uncomplicated: a focused menu, a limited number of plates, and a casual, neighbourhood-friendly way for customers to enjoy Delhi-inspired food without the ceremony of a traditional restaurant experience.

                At its heart, Bhaturewala is guided by one simple thought: Dilli Se Direct, bringing a taste of Delhi to Dubai, straight from the city’s food traditions to the neighbourhood they call home.

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