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.