{"id":834,"date":"2026-05-12T09:35:00","date_gmt":"2026-05-12T09:35:00","guid":{"rendered":"https:\/\/jmsc6110a.com\/capstone2026\/?p=834"},"modified":"2026-05-30T15:57:51","modified_gmt":"2026-05-30T15:57:51","slug":"who-really-pays-for-keetas-discounts","status":"publish","type":"post","link":"https:\/\/jmsc6110a.com\/capstone2026\/who-really-pays-for-keetas-discounts\/","title":{"rendered":"Who Really Pays for Keeta’s Discounts"},"content":{"rendered":"

[et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”Section” _builder_version=”4.27.5″ _module_preset=”default” da_disable_devices=”off|off|off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_fullwidth_header title=”Who Really Pays for Keeta’s Discounts” subhead=”Keeta\u2019s Proposed Antitrust Commitments: What Market Voices Reveal About the Future of Hong Kong Delivery” text_orientation=”center” header_fullscreen=”on” background_overlay_color=”rgba(0,0,0,0.63)” admin_label=”Fullwidth Header” _builder_version=”4.27.5″ _module_preset=”default” title_font=”Lato|700||on|||||” title_text_align=”center” title_font_size=”42px” title_letter_spacing=”2px” subhead_font=”Lato||||||||” subhead_text_align=”center” subhead_font_size=”26px” subhead_letter_spacing=”2px” subhead_line_height=”1.1em” background_image=”https:\/\/jmsc6110a.com\/capstone2026\/wp-content\/uploads\/2026\/05\/\u5c01\u9762.jpeg” parallax=”on” parallax_method=”on” background_blend=”darken” subhead_text_align_tablet=”center” subhead_text_align_phone=”center” subhead_text_align_last_edited=”on|desktop” title_text_shadow_style=”preset1″ subhead_text_shadow_style=”preset1″ text_shadow_style=”preset1″ text_shadow_horizontal_length=”0.15em” global_colors_info=”{}”]<\/p>\n

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by Jiaxi Qi & Xintong Liu<\/p>\n

[\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”on|on|off” _builder_version=”4.27.5″ _module_preset=”default” da_disable_devices=”off|off|off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/jmsc6110a.com\/capstone2026\/wp-content\/uploads\/2026\/05\/\u5f15\u8bed\u90e8\u5206.png” alt=”lede ” title_text=”lede ” _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” text_font=”||||||||” text_text_color=”rgba(0,0,0,0.92)” text_line_height=”1.4em” global_colors_info=”{}”]<\/p>\n

I<\/span>nside a decade-old congee shop in Western District, owner Mr. <\/span>Chen<\/span> watched HK$45 vanish from a HK$150 delivery order before the food even left his kitchen. The 30 percent commission fee to Keeta is\u00a0just the starter – he often needs to fund the Red Pocket discounts the platform offers to customers. When he called Keeta to opt out of these promotions, he was told the settings could not be changed.<\/span><\/p>\n

Chen said he has to pay for the delivery fees as well, which eats directly into his revenue and profit. \u201cThe more orders I take, the more money I lose,\u201d he said.\u00a0<\/span><\/p>\n

The lack of bargaining power is systematic. Keeta and Foodpanda, the duopoly in the food delivery market in Hong Kong, have similar commission rates and promotions rules, leaving little room for restaurants to negotiate but to accept the harsh terms.<\/span><\/p>\n

The lack of choice has caught the eyes of the Hong Kong Competition Commission (HKCC), the city\u2019s watchdog on fair-trading practice. An investigation was launched into whether the food delivery platforms are hindering competition with exclusive agreements, restrictive practices, and price-parity clauses. The watchdog is seeking public opinion through May 12 to determine if legally binding commitments from the platform can prevent them from penalizing merchants who seek alternatives.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|off|on” _builder_version=”4.27.5″ _module_preset=”default” da_disable_devices=”off|off|off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/jmsc6110a.com\/capstone2026\/wp-content\/uploads\/2026\/05\/\u5f15\u8bed\u90e8\u5206.png” alt=”lede ” title_text=”lede ” _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” text_font=”||||||||” text_text_color=”rgba(0,0,0,0.92)” text_line_height=”1.4em” global_colors_info=”{}”]<\/p>\n

I<\/span>nside a decade-old congee shop in Western District, owner Mr. <\/span>Chen<\/span> watched HK$45 vanish from a HK$150 delivery order before the food even left his kitchen. The 30 percent commission fee to Keeta is\u00a0just the starter – he often needs to fund the Red Pocket discounts the platform offers to customers. When he called Keeta to opt out of these promotions, he was told the settings could not be changed.<\/span><\/p>\n

Chen said he has to pay for the delivery fees as well, which eats directly into his revenue and profit. \u201cThe more orders I take, the more money I lose,\u201d he said.\u00a0<\/span><\/p>\n

The lack of bargaining power is systematic. Keeta and Foodpanda, the duopoly in the food delivery market in Hong Kong, have similar commission rates and promotions rules, leaving little room for restaurants to negotiate but to accept the harsh terms.<\/span><\/p>\n

The lack of choice has caught the eyes of the Hong Kong Competition Commission (HKCC), the city\u2019s watchdog on fair-trading practice. An investigation was launched into whether the food delivery platforms are hindering competition with exclusive agreements, restrictive practices, and price-parity clauses. The watchdog is seeking public opinion through May 12 to determine if legally binding commitments from the platform can prevent them from penalizing merchants who seek alternatives.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.27.5″ _module_preset=”default” da_disable_devices=”off|off|off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_fullwidth_header title=”The Two-Year Takeover” text_orientation=”center” header_fullscreen=”on” _builder_version=”4.27.5″ _module_preset=”default” title_font=”Lato|700||on|||||” title_text_align=”center” title_font_size=”42px” title_letter_spacing=”1px” title_line_height=”1.3em” background_image=”https:\/\/jmsc6110a.com\/capstone2026\/wp-content\/uploads\/2026\/05\/1.jpg” parallax=”on” parallax_method=”on” title_text_shadow_style=”preset1″ title_text_shadow_horizontal_length=”0.1em” title_text_shadow_vertical_length=”0.11em” global_colors_info=”{}”][\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”on|on|off” _builder_version=”4.27.5″ _module_preset=”default” da_disable_devices=”off|off|off” collapsed=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Text” _builder_version=”4.27.5″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ text_line_height=”1.4em” global_colors_info=”{}”]<\/p>\n

Food delivery apps have been in Hong Kong for over a decade. Foodpanda started in 2014, followed by Deliveroo in 2015 and Uber Eats in 2016. But Uber Eats exited at the end of 2021, leaving Foodpanda and Deliveroo as the duopoly for nearly two years.<\/span><\/p>\n

Then Keeta burst into the scene in May 2023, disrupting the quiet equilibrium.<\/span><\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/jmsc6110a.com\/capstone2026\/wp-content\/uploads\/2026\/05\/HK-Food-Delivery-Market-Shift-scaled.png” title_text=”HK Food Delivery Market Shift” admin_label=”Image_timeline” _builder_version=”4.27.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Text” _builder_version=”4.27.5″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n

Keeta, a subsidiary of Meituan, China\u2019s food delivery giant, came with a bang – a HK$1-billion subsidy push: cash vouchers, zero delivery fees, and HK$29 single-person meals at a time when comparable restaurant meals in the city cost HK$80 to HK$100.<\/span><\/p>\n

It was a highly effective entry. According to data firm Measurable AI, Keeta’s share of food delivery GMV reached 21 percent by December 2023, just seven months after its launch. Three months later, Keeta overtook both Foodpanda and Deliveroo by order volume, taking 43 percent of market share,\u00a0 compared to Foodpanda’s 37 percent and Deliveroo’s 20 percent. More than 80 percent of orders placed on Keeta in 2023\u00a0 were attached to a promotion.<\/span><\/p>\n

Deliveroo smelled defeat and announced its exit from the Hong Kong market on March 10, 2025, after nine years in the city.\u00a0 It sold its remaining assets to Delivery Hero, the German group that owns Foodpanda.<\/span><\/p>\n

The resultant duopoly between Keeta and Foodpanda drew a probe by the HKCC into Keeta’s agreements with restaurants, which tied lower commission rates to exclusivity, effectively restricting partner restaurants from working with other platforms.\u00a0<\/span><\/p>\n

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While Keeta has promised to stop the exclusive agreement recently, the financial squeeze on small shops is only getting tighter. Even for exclusive restaurants like Chen\u2019s congee shop, the commission rate has risen by 2 percent to 30 percent since the Spring Festival.<\/span><\/p>\n

Keeta\u2019s tighter grip on the Hong Kong market reflects the broader challenge its parent Meituan is facing in China and overseas markets, which drove share price down nearly 80 percent from its 2021 peak. According to GuruFocus and Meituan\u2019s 2025 annual results, Meituan plunged into a net loss of 23.4 billion Chinese yuan in 2025, compared to a profit of 35.8 billion yuan in 2024. The loss came despite an 8 percent year-on-year growth in revenue, as the company grappled with a cut-throat price war in the instant commerce space in China. To diversify its revenue source, Meituan has embarked on a major overseas expansion drive, including markets like Saudi Arabia and Brazil.<\/span><\/p>\n

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