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Keeta Announced Mass Layoff in Rio de Janeiro After Delaying the Start of Operations in the City. Company Says It Will Continue Focused on the Brazilian Market.
The delivery company Keeta carried out a mass layoff in Rio de Janeiro after delaying the official launch of the platform in the state capital.
The decision was made this week after the Chinese company decided to temporarily suspend the start of operations in the city while it tries to resolve structural challenges in the local delivery market.
Almost 200 professionals who were working on the Keeta project in Rio de Janeiro were let go.
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According to the company, the measure was taken after a review of the expansion schedule and the need to reorganize the strategy to enter the carioca market.
Structural Problems Halt Keeta’s Expansion in Rio de Janeiro
Behind the scenes in the technology and delivery sector, executives point out that the mass layoff is linked to commercial difficulties faced by Keeta in Rio de Janeiro.
One of the main obstacles would be the existence of exclusive contracts between popular restaurants and competing platforms. These agreements would limit the entry of new apps into the market.
Thus, Keeta has found it difficult to include relevant establishments in its platform, which ultimately impacted the operation’s planning.
Company Says Mass Layoff Was Necessary for Reorganization
In an official statement, Keeta explained that it decided to postpone the launch in Rio de Janeiro to improve its service standards and resolve structural issues in the sector.
As a direct consequence of this strategic decision, the mass layoff of the local team occurred.
The company also stated that it intends to operate in a more balanced competitive environment before proceeding with geographical expansion in Brazil.
Therefore, the company chose to focus its efforts in regions where operations are already consolidated.
Keeta’s Operation Remains Active in São Paulo
Despite the mass layoff recorded in Rio de Janeiro, Keeta reported that it will continue to operate normally in São Paulo.
Currently, about 1,200 jobs linked to the company remain active in the country. In addition, the company reaffirmed its long-term commitment to the Brazilian market.
The plan includes an estimated investment of R$ 5.6 billion over the next five years to expand its presence and technology in the delivery sector.
Keeta Seeks Global Growth in the Delivery Market
Keeta, the international subsidiary of the Chinese group Meituan, emerged with the goal of expanding the company’s global presence in the delivery market.
The company leverages technological experience accumulated over more than 16 years of operations in China.
Since its creation in 2023, Keeta claims it intends to enhance the experience for consumers, restaurants, and delivery drivers.
Even after the mass layoff in Rio de Janeiro, the company says it maintains plans for expansion and growth in Brazil.
With information from CNN Brasil.
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