In a notable development in the delivery sector, Keeta, the international branch of the Chinese giant Meituan, has announced a delay in the start of its operations in Rio de Janeiro, which was initially scheduled for the following week. The company has also canceled a launch event that was set to occur on Thursday, featuring representatives from the municipal government. As of now, no new date for the company's entry into Rio has been provided, raising questions about its strategic planning in this competitive environment.

The CEO of Keeta, Tony Qiu, attributed this postponement to existing exclusive contracts between restaurants and competitors such as iFood and 99Food. Qiu emphasized that the market conditions in Rio are proving to be more challenging than previously anticipated, even more so than those encountered by the company in São Paulo. He indicated that more than half of the major restaurant chains identified in Rio, approximately 400 out of 800, are currently bound by these exclusive agreements, complicating Keeta's efforts to establish a foothold in the city.

This situation highlights the struggles that new entrants face in the Brazilian food delivery market, where established players have secured strong relationships with restaurant partners. As Keeta pushes forward with its expansion plans throughout Brazil, the company must navigate these competitive barriers and seek viable strategies to engage with potential partners while also considering the implications of these legal arrangements in shaping the delivery landscape.