Recognizing the growth potential of the food delivery market in Saudi Arabia, China’s delivery platform Meituan has launched its overseas service, Keeta, in the capital city of Riyadh.

The food delivery market in Saudi Arabia is experiencing impressive growth. Data shows that as of 2023, 45% of the country’s population is under the age of 30, a demographic that is accustomed to ordering through mobile devices. According to estimates from the data platform Statista, the total revenue of Saudi Arabia’s food delivery market is projected to reach $11.74 billion this year, with a user penetration rate of 44.2%.

Since April of this year, Meituan has been actively building its presence in the Saudi market, recruiting for various roles including product operations, business development, delivery personnel, and sales management. On September 9, Keeta quietly went live in the nearby city of Al-Khobar, with plans to expand further. A source close to Meituan revealed that the decision to launch in Al-Khobar was strategic, as they wanted to “test the waters in a smaller market first.”