Keeta Launches ‘Programme ABAAD’ in UAE with Khalifa Fund to Empower Emirati F&B Entrepreneurs
Keeta, the on-demand food delivery platform backed by global technology company Meituan, has launched the UAE edition of “Programme ABAAD,” a strategic initiative designed to support Emirati-owned small and medium-sized enterprises (SMEs) in the food and beverage sector and strengthen their ability to grow within the digital economy.
The programme, developed by Keeta and adapted to meet the specific needs of the UAE market, aims to equip local entrepreneurs with the tools, knowledge, and opportunities needed to enhance business performance and expand their market presence. The name “ABAAD” (أبعاد), inspired by the Arabic concept of broader horizons and new possibilities, reflects the initiative’s objective of helping business owners unlock sustainable growth opportunities.
Launched in collaboration with the Khalifa Fund for Enterprise Development, the programme is expected to support enterprises in its first phase across Al Ain. Participating merchants will gain access to specialized training modules focused on operational excellence, digital growth strategies, customer experience enhancement, and commercial optimization.
The initiative also provides advanced business tools and performance insights to improve visibility and performance on the Keeta platform. Merchants who successfully complete the programme and demonstrate strong performance will receive recognition and certification, including special in-app tagging to highlight their achievements.
A unique feature of Programme ABAAD is the opportunity for selected high-performing participants to gain international exposure through visits to Meituan’s ecosystem. These visits will provide firsthand insights into global best practices, case studies, and advanced operational expertise.
His Excellency Khalifa Saeed Al Kuwaiti, Executive Director of the Entrepreneurship Sector at Khalifa Fund for Enterprise Development, said the initiative represents an important step in supporting Emirati entrepreneurs and enhancing the competitiveness of local businesses amid rapid digital transformation.
He noted that the programme aims to empower members operating in the F&B sector by providing practical tools and industry expertise that strengthen digital presence, improve operational efficiency, and support long-term business sustainability. He added that the collaboration reflects the Fund’s commitment to fostering strategic partnerships that unlock the potential of Emirati ventures and contribute to a more diverse and sustainable economy.
Lucas Xie, General Manager of Keeta UAE, highlighted the company’s commitment to supporting local business growth across the region. He said Programme ABAAD demonstrates Keeta’s dedication to empowering merchants and strengthening the SME ecosystem through collaboration with key partners such as the Khalifa Fund.
The initiative aligns with broader efforts to promote Emirati entrepreneurship and expand the reach of homegrown businesses through modern digital sales channels. By combining Keeta’s technology-driven capabilities with local market insights, Programme ABAAD offers a scalable pathway for SMEs to access new growth opportunities and strengthen their role in the UAE’s evolving economy.
