KeeTa introduces ‘membership-free’ plans to grow customer base

KeeTa, the takeaway platform operated by Chinese food delivery group Meituan (美團), has introduced "membership-free" plans in Hong Kong, aiming to break the boundaries of the conventional paid membership model prevalent in the local takeaway market. 

This comes as KeeTa saw some customers express their dissatisfaction about existing membership fees and experiences of various food delivery platforms. Some customers are still required to pay a specific amount for free delivery services even after subscribing to the membership programme.

As such, KeeTa has launched a "membership-free" plan named 撕爛會員計劃, allowing users to enjoy the platform's services and discounts such as free delivery and big discounts, without the need for a paid membership. This move aims to grow KeeTa's customer base and provide equal opportunities for all users to benefit from its offerings.

To promote the "membership-free" plan, KeeTa has set up physical "tear-up membership stations" in Tsim Sha Tsui, Mong Kok, Causeway Bay and Kwai Fong for four consecutive days starting from 1 December. 

At these stations, KeeTa's staff members will distribute invitation cards to citizens. Citizens can tear up the invitation card at the station to enjoy various discounts offered by KeeTa. 

MARKETING-INTERACTIVE has reached out to Keeta for more information. 

Don't miss: Meituan unveils food delivery brand in HK: How can industry players step up their game?

Introduced in Hong Kong in May this year, KeeTa is part of Meituan’s overseas expansion, in an effort to provide residents with more customised, efficient and reliable delivery services. KeeTa aims to become an exceptional and enduring on-demand delivery platform in the Hong Kong market, providing high-quality services with more efficiency and better user experience for Hong Kong residents.

Related articles:

Deliveroo HK celebrates 8 years with new anniversary campaign 
Deliveroo HK and St. James’ Settlement join forces to combat food insufficiency in HK 
foodpanda HK highlights its ability to 'serve millions' with new branding campaign 
Ex-foodpanda marketing director launches new sustainability-focused agency