What’s Next for Emirati F&B Entrepreneurs?

As digital platforms continue to reshape how food businesses operate and reach customers, new initiatives are emerging to help small businesses adapt and grow. One such effort is Programme ABAAD, launched in the UAE by food delivery platform Keeta, which is backed by global technology company Meituan.

The programme is designed to support Emirati-owned SMEs in the food and beverage sector by helping them strengthen their digital capabilities and prepare for long-term growth.

Originally developed by Keeta as a practical support model for SMEs, Programme ABAAD has been adapted to meet the needs of the UAE market. Its name, "ABAAD", refers to the idea of broader horizons and new opportunities, reflecting the programme’s focus on helping entrepreneurs expand their businesses and improve their market presence.

Through the initiative, participating businesses will gain access to specialised training covering areas such as operational efficiency, digital growth strategies, customer experience, and commercial performance. Merchants will also receive access to tools and performance insights designed to help them improve their visibility and results on the Keeta platform.

Businesses that successfully complete the programme and demonstrate strong performance throughout the training will receive certification and recognition, including special in-app tags on the platform. A select group of participants will also have the opportunity to visit Meituan’s ecosystem and learn from international case studies and operational best practices.

The programme is being launched in collaboration with the Khalifa Fund for Enterprise Development, which works to support entrepreneurship across the UAE.

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 helping Emirati entrepreneurs strengthen their competitiveness in an increasingly digital business environment.

He noted that the programme will provide F&B businesses with practical tools and industry expertise to improve their digital presence, enhance operational efficiency, and support long-term business sustainability. He also highlighted the importance of partnerships that help local businesses unlock new opportunities and contribute to economic diversification.

Lucas Xie, General Manager of Keeta UAE, said the programme reflects the company's commitment to supporting local businesses and strengthening the SME ecosystem. He added that the collaboration with Khalifa Fund will help extend the programme’s impact to Emirati entrepreneurs across the sector.

As digital commerce becomes increasingly important for businesses of all sizes, initiatives such as Programme ABAAD aim to give local food and beverage SMEs access to the knowledge, tools, and networks needed to compete and grow in a changing marketplace.