Keeta Launches SME Excellence Center (ABAAD) to Power Nationwide SME Growth, Unveils “Future Table” Roundtable Series in Riyadh
Riyadh, Saudi Arabia :
Keeta, the international on-demand food delivery platform backed by global technology leader Meituan, today announced the launch of the Keeta SME Excellence Center (ABAAD), a long-term, nationwide initiative designed to accelerate the growth, digitization, and sustainability of Saudi Arabia’s small and medium-sized enterprises (SME) ecosystem.
As part of ABAAD, Keeta also hosted the first edition of “Future Table,” a strategic SME roundtable series designed as a recurring, quarterly platform for knowledge exchange, capability building, and collaboration. The inaugural edition was held in Riyadh, bringing together select small and medium-sized enterprizes (SME) merchants from the Kingdom’s capital, Riyadh, with future editions set to rotate across different cities to ensure localized impact and nationwide reach.
“Saudi SMEs are central to Vision 2030, and supporting their growth is at the heart of everything we do,” said Naif Alamri, SME Excellence Center (ABAAD) Lead at Keeta Saudi Arabia. “Through the Keeta SME Excellence Center (ABAAD), we are building a long-term platform that combines knowledge sharing, digital tools, and localized support to help businesses scale sustainably. Future Table is a key part of this effort, bringing merchants together city by city to turn technology and AI into real, measurable growth.”
The first Future Table focused on the role of digitization and technology in enabling SME scale, featuring peer-to-peer knowledge sharing from local merchants alongside practical, hands-on training sessions. During the roundtable, SMEs shared real-world growth stories enabled by digital operations on Keeta. Among them was Saruja and Teller Coffee demonstrating how local businesses can unlock new demand, operational efficiency, and scale through technology-enabled platforms.
The sessions also included a practical training workshop on the importance of visibility in enabling SME growth, underscoring Keeta’s role in helping SMEs turn social engagement into real business impact. Through curated social activations, content collaborations, and platform-led storytelling, Keeta empowers SMEs with the visibility needed to reach new audiences, stay culturally relevant, and drive sustainable demand.
During the Future Table roundtable, Keeta officially unveiled the Keeta SME Excellence Center (ABAAD) as the overarching framework that will anchor all SME-focused programs and initiatives going forward. ABAAD is built around three core pillars:
● “SME ABAAD Center”: A city-level empowerment infrastructure designed to support 50,000+ SMEs across more than 20 cities in Saudi Arabia, ensuring localized access to tools, training, and operational support.
● Dual-Engine Capabilities and Tools: A comprehensive suite of digital, operational, and AI-powered solutions aimed at helping SMEs rapidly improve efficiency, scale operations, and enhance profitability.
● “Saudi Hero” Program: A localized operational support program dedicated to high-quality Saudi local stores, helping them strengthen operations, expand responsibly, and build sustainable brands rooted in local communities.
Through the Keeta SME Excellence Center (ABAAD), Keeta has set ambitious long-term commitments aligned with Saudi Vision 2030, including:
● Supporting at least 2,000 Saudi SMEs to achieve no less than a 50% improvement in revenue or operational efficiency on Keeta through digital operations and AI-powered tools
● Training and empowering at least 20,000 Saudi SMEs with practical digital, operational, and growth capabilities
● Contributing to the development of the Saudi F&B ecosystem by helping nurture:
○ 1 internationally renowned Saudi brand with 1,000+ stores
○ 10 nationally renowned Saudi brands with 100+ stores each
○ 100 city-level renowned Saudi brands with 10+ stores each
Together, the Keeta SME Excellence Center (ABAAD) and its flagship Future Table series are designed to directly support Saudi Vision 2030’s objectives of empowering SMEs, driving economic diversification, creating jobs, and enabling local champions to compete at national and global levels.
By combining city-based engagement, knowledge sharing, digital capability building, AI-driven tools, and localized operational support, Keeta aims to place SME success at the center of Saudi Arabia’s digital economy transformation.
