Keeta elevates takeout experience with a touch of 'table aesthetics'

Keeta, a food delivery brand under Meituan, has introduced the "Keeta Premium" category as part of its strategy to expand into the mid-to-high-end dining market and address consumer demand for high-quality takeout services.

By featuring a curated selection of over a thousand restaurants, including Michelin-starred ones, the new section reflects Keeta’s commitment to diversifying its product offerings, according to the release. The brand has added hundreds of restaurants and plans to continue expanding this year. By upgrading services, carefully selecting restaurants, and innovating experiences, Keeta aims to offer consumers a diverse takeout service that combines quality with a sense of ritual.

When customers open the Keeta app, they can find the "Keeta Premium" section on the homepage, focusing on three major upgrades. A curated selection of over 1,000 mid-to-high-end restaurants from international and local brands offers a variety of cuisines, including Chinese, Japanese, Korean, Thai, Indian, and Western. Highlights include traditional Shanghai dishes, the Michelin-recommended BOMBAY DREAMS, Greyhound Café, and FRITES Belgium on Tap, enabling customers to enjoy restaurant-quality dining at home.

Furthermore, Keeta offers dedicated customer service, delivering a premium experience with attentive and efficient support from order placement through to delivery. It has also expanded service coverage to present users with a richer and more diverse array of dining options, catering to various tastes and needs for different occasions.

To enhance the sense of ritual, Keeta has partnered with four dining groups - Greyhound under Gaia Group, Zushi Ana under LUBUDS Group, Akatsuki Izakaya under Lai Sun Dining, and Bombay Dreams under S&S Hospitality - to launch the city's first limited edition "The signature box" dining series (臻選餐盒系列).

From 22 September to 19 October, "The signature box" dining series will highlight a different star restaurant each week, presenting their signature dishes at a 40% discount. This seeks to enable customers to enjoy dishes from various star-rated restaurants at affordable prices.

The collaboration includes specially designed limited edition takeout boxes that embody the concept of "外賣新嚐態”. Crafted from structured materials, the boxes feature the iconic "P", symbolising premium, transformed into four stylish patterns printed on the packaging. When opened, the design transforms into a personalised placemat, accompanied by chic utensils, enhancing the takeout experience with a touch of "table aesthetics".

To promote the new "Keeta Premium" section, Keeta has partnered with the local creative agency Metta Communications to launch a creative campaign that challenges the stereotype that ordering food means compromising on quality. The campaign presents the message that, with Keeta, customers can indulge in a rich and refined dining selection that adds a touch of ritual to their lives, anytime and anywhere.

Running until October, the campaign has featured a brand TV commercial that highlights three major upgrades and invites customers to "go premium".

Additionally, the campaign is promoted through extensive out-of-home (OOH) advertising throughout Hong Kong. It features local celebrities known for their refined taste, including Yan Ting and Dodo Cheng, who represent the pursuit of quality in every meal. They present "the signature box" dining series, featuring high-quality, beautifully packaged takeout from various Michelin-recommended restaurants.

A spokesperson from Keeta said, "We have observed that consumer expectations for 'quality' takeout continue to rise. Keeta Premium not only upgrades our services but also meets consumers' pursuit of a tasteful lifestyle. We aim to establish the brand concept of '外賣新嚐態', breaking the stereotype that takeout means compromising on meals. Whether at home or in the office, Keeta allows you to enjoy a rich and refined dining selection, adding a touch of ritual to your life."

Don’t miss: Keeta spreads joy across HK with mobile gift claw truck

Back in June, Keeta launched an online-to-offline campaign combining online lucky draws with a pop-up gift claw truck to drive citywide engagement. Titled “Next meal, best deal” (下餐Keeta再抵啲), the initiative ran from 21 May to 3 June, targeting the general public to boost app adoption, user retention, and sales frequency.

Developed in collaboration with creative agency frengers communications, the campaign partnered with over 2,000 restaurants to offer special discounts to users. 

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