The rise of food delivery bikes in Dubai is becoming increasingly noticeable, reflecting a sharp surge in rider numbers over recent months. This increase is largely driven by Keeta, a rapidly expanding food delivery platform in the city. Keeta’s growth is not by chance but the result of a well-funded strategy, a crucial local partnership, and an evolving labour market attracting thousands of new motorcycle licence applicants.
Recruitment Surge and New Opportunities for Riders
Since mid-2024, Dubai’s driving centres have witnessed a steady increase in motorcycle licence applications, particularly from food delivery companies. This trend signals a more permanent shift, moving beyond the typical short-term fluctuations seen in the gig economy. Dr Suzanne Accetta, CEO of First Driving Centre, notes that the influx of applicants suggests a more structured phase in the delivery job market. “This growth builds on the strong post-COVID demand but represents a new, stable phase,” she says, highlighting improved working conditions for riders and more structured recruitment practices.
Competition between delivery platforms is intensifying. As new players like Keeta enter the market, they are pushing other companies to offer better pay and benefits to attract and retain riders. This shift has drawn applicants from a broad mix of countries, including India, Pakistan, Nepal, Sri Lanka, and a growing number from African nations.
Keeta’s Regional Expansion and Strategic Partnership
Keeta’s rapid growth in Dubai is part of a broader regional expansion strategy. The platform made its first move into the Middle East with a launch in Saudi Arabia in September 2024, followed by expansions into Qatar and Kuwait in 2025. Keeta plans to expand across all six Gulf countries, with future plans to enter Bahrain and Oman, according to a recent Morgan Stanley report.
A key component of Keeta’s success in Dubai has been its strategic partnership with the Dubai Taxi Company (DTC). This collaboration has significantly expanded Keeta’s fleet, ensuring both regulatory compliance and operational efficiency from the start. DTC deployed 150 delivery bikes under the agreement, with plans to increase that number to 500 by the end of 2025. This partnership is already proving profitable, with projections indicating Dh10 million in revenue in the first year. Furthermore, DTC’s delivery-bike revenue surged 102 percent year-on-year to Dh18.2 million in Q2 2025.
Mansoor Rahma Alfalasi, CEO of DTC, emphasises the value of this partnership, noting that it diversifies DTC’s services and maximises fleet potential.
Improving Pay and Conditions for Riders
Improved compensation, clearer pay structures, and better working conditions are among the main drivers behind the influx of new delivery riders. Although exact pay figures are rarely disclosed, recruiters and training centres confirm that the changes have made the job more attractive. Keeta’s logistics technology, borrowed from its parent company Meituan International’s operations in Asia, helps optimise routes and improve efficiency, allowing riders to complete more deliveries per hour and potentially increase their earnings.
Cynthia Chen, General Manager of Keeta UAE, highlights the company’s focus on trust and reliability. “The UAE brings together a diverse community that values trust, speed, and simplicity,” she explains, stressing that the platform is committed to meeting these expectations consistently.
The Future of Delivery Work in Dubai
The UAE’s food delivery market is expected to surpass Dh5 billion in 2025, underscoring the sector’s deep integration into daily life. This growing market reflects a broader shift towards a more professional workforce behind Dubai’s on-demand economy. Dr Accetta believes this transformation is long-term, noting that “this isn’t just a spike, it’s a sustained phase in the delivery workforce.”
As Keeta continues to expand its operations across the GCC, it signals the broader maturation of the region’s delivery economy. The increasing number of riders on Dubai’s streets marks the growing professionalisation of this workforce, changing the perception of delivery work from a temporary gig to a more reliable and structured career.
Keeta’s expansion and its partnership with DTC represent a major step in the UAE’s delivery sector, which is becoming faster, more connected, and more integral to urban life. As the company looks ahead, it is clear that Dubai is emerging as a key player in the region’s evolving delivery landscape.
