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Keeta, the on-demand food delivery platform backed by global technology leader Meituan, has launched the UAE edition of “Programme ABAAD,” a Keeta-led initiative designed to support Emirati-owned small and medium-sized enterprises (SMEs) in the food and beverage sector and enhance their readiness for growth in the digital economy.
The programme is being launched in collaboration with the Khalifa Fund for Enterprise Development, with Al Ain chosen as the first-phase location for rollout.
What “ABAAD” Stands For
The name “ABAAD” (أبعاد) is inspired by the Arabic concept of broader horizons and new possibilities, a deliberate framing that reflects the programme’s ambition to help entrepreneurs expand their capabilities, strengthen their market presence, and unlock long-term growth opportunities.
Developed by Keeta as a practical SME-acceleration model, the programme has been adapted specifically to the requirements of the UAE market.
What Participating Merchants Receive
Emirati F&B entrepreneurs accepted into Programme ABAAD will benefit from a structured four-pillar support framework:
- Specialised training modules covering operational excellence, digital growth, customer experience, and commercial optimisation
- Access to advanced tools and performance insights to enhance visibility and performance on the Keeta platform
- Recognition and certification, including in-app tagging for merchants who successfully complete the programme and demonstrate strong performance during training
- International exposure opportunities, a select group of high-achieving participants will travel to Meituan’s ecosystem in China to gain first-hand insights, case studies, and advanced operational expertise
That last pillar is particularly notable. Meituan operates one of the most sophisticated food delivery and local-commerce platforms in the world, serving hundreds of millions of users. Direct access to its operational playbook is a rare opportunity for an Emirati SME.
A Strategic Partnership with the Khalifa Fund
The collaboration with the Khalifa Fund, Abu Dhabi’s flagship enterprise development institution, anchors the programme in the UAE’s broader entrepreneurial ecosystem.
“The launch of Programme ABAAD in collaboration with Keeta marks a significant step towards empowering Emirati entrepreneurs in Al Ain, and enhancing the readiness of their enterprises for growth and competition within a business environment undergoing rapid digital transformation,” said His Excellency Khalifa Saeed Al Kuwaiti, Executive Director of the Entrepreneurship Sector at Khalifa Fund for Enterprise Development.
Keeta’s UAE Commitment
For Keeta, Programme ABAAD reinforces the company’s deepening strategic commitment to the UAE market.
“Programme ABAAD reflects Keeta’s commitment to supporting the growth of local businesses across the region,” said Lucas Xie, General Manager of Keeta UAE.
“We are proud to launch this initiative in the UAE and collaborate with Khalifa Fund to extend its impact to Emirati entrepreneurs. Through this programme, we aim to support merchants and contribute to a stronger SME ecosystem.”
A Scalable Model for UAE SMEs
The programme’s first-phase focus on Al Ain is significant. The city has long been a centre of Emirati culture, family-run businesses, and homegrown F&B brands, making it a natural starting point for a programme designed to elevate Emirati entrepreneurship onto digital platforms.
By combining Keeta’s technology-driven capabilities with insights from the local entrepreneurial ecosystem, the initiative creates a scalable pathway for SMEs to grow, professionalise, and access wider market opportunities, both within the UAE and, eventually, across borders.
Programme ABAAD reinforces broader efforts to strengthen Emirati entrepreneurship and expand the presence of homegrown businesses across modern sales channels, a quietly important moment for the UAE’s SME story in 2026.
Sources: This report is based on official communications issued by Keeta and the Khalifa Fund for Enterprise Development on 4 June 2026, including direct statements from His Excellency Khalifa Saeed Al Kuwaiti, Executive Director of the Entrepreneurship Sector at Khalifa Fund, and Lucas Xie, General Manager of Keeta UAE. Programme details were confirmed by Keeta at the time of the launch announcement.