British takeaway company announced its withdrawal from Hong Kong, and users may switch to local platforms like Keeta.

On March 10th, the British food delivery platform Deliveroo announced that it would officially withdraw from the Hong Kong market and cease operations on April 7th, selling some assets to Foodpanda. Deliveroo, a British food delivery company, entered Hong Kong officially in 2015 and has been operating in the city for 9 years. It is reported that the main reason for its withdrawal from the Hong Kong market is financial difficulties. In 2024, Deliveroo accounted for 5% of the group's total global transaction volume in Hong Kong, but its profitability contribution remained negative. Deliveroo stated that considering the competitive environment in the Hong Kong market, they had considered various strategic options, but their board of directors believed that continuing operations was not in the best interest of shareholders, and ultimately chose to exit the Hong Kong market. Following Deliveroo's departure, the main food delivery platforms in the Hong Kong market include Keeta under the Chinese mainland company Meituan (03690) and Foodpanda under the German food delivery company Delivery Hero. Previously, the Hong Kong market research firm Measurable AI had reported that, based on order volume, as of March 2024, Keeta had a market share of 44%, Foodpanda had 35%, and Deliveroo had 21%. Industry experts analyze that because Deliveroo's operational strategy is more focused on the European market, it has faced challenges in adapting to the local market. After announcing its exit from Hong Kong, it is likely that users and merchants will shift towards local food delivery platforms represented by Keeta.