Fine dining on demand, anytime, anywhere
- As Keeta sets its sights on high-end culinary experiences, its partnership with LUBUDS Group demonstrates how fine dining can meet modern convenience in a win-win collaboration
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Hong Kong’s food delivery scene has long been dominated by causal fare – noodles, rice boxes, pizzas, bubble tea, to name a few. But Keeta is shaking things up by teaming up with top-tier restaurant groups to bring fine dining straight to the doorstep.
As Berfa Chow, chief operating officer of LUBUDS F&B Group, points out, fine dining starts not only with flavour but also with how the food is presented and experienced. More and more, that same attention to detail is being carried through to delivery, as customers expect a restaurant-quality meal even when ordering from their phone.
"They’re proactive, innovative and fast-growing. I see them everywhere – on the street, online – and that energy gave us confidence they could help us reach a wider audience, even for our fine dining offerings,” says Chow.
A partnership built on mutual strengths
With nearly 60 restaurants across Hong Kong and Macau, LUBUDS is renowned for quality and culinary diversity, serving sushi at ANA Ten, Cantonese cuisine at YUE, or refined Western menus at ODDS. As hybrid working and changing dining habits persist post-pandemic, LUBUDS has found a new way to reach even more customers.
Keeta’s custom tech, data capability and flexible logistics were part of the appeal. "They provide excellent backend support, including big data analytics. We’re also promised monthly performance reviews to help us refine our offerings. We’re not just putting our menus online. We’re working together strategically."
One of the biggest hurdles in delivering high-end cuisine lies in preserving not only taste, but presentation.
"We were worried," Chow admits. "How do you send out sushi, steak or pastries without them losing their appeal? But Keeta has this 'On-Time Promise '. If they’re late, customers get compensated. That shows confidence in their delivery process and reassures us that our dishes will arrive in the best condition."
The partnership focuses on three key areas: data-driven consumer trend analysis, upgraded packaging for premium takeout and a refined delivery experience. The goal is to redefine what food delivery can look and feel like in the high-end segment, according to Yao Jian-qiao, commercial director of Keeta’s Hong Kong business.
Together, Keeta and LUBUDS are exploring delivery formats specifically tailored to premium cuisine, aiming to replicate the essence of the dine-in experience as closely as possible.
“We treat every delivery as an extra seat in the restaurant,” says Chow. “Keeta understands that our standards are high, and they’ve adapted accordingly.”
Keeta has equipped LUBUDS restaurants with dedicated merchant terminals and configured precise delivery flows to suit the group’s operational model. Its on-time guarantee, which promises compensation for delays, has consistently delivered a punctuality rate of over 98 per cent, with an average delivery time of just 30 minutes.
On the backend, Keeta’s CRM system continues to deliver value, providing restaurant partners with real-time insights into customer preferences, order patterns, and pricing sensitivities. This is paired with hands-on support from Keeta’s local operations team, who offer menu-level optimisation advice, such as which dishes resonate best with customers, to help restaurants boost appeal and improve efficiency.
“Apart from onboarding menus, we’re building a delivery experience that matches the quality of our food and our brand. With Keeta, we feel confident our customers are getting that,” says Chow.
Data is central to how the partnership runs. LUBUDS receives monthly reports outlining order trends, pricing sensitivity and popular dishes. "They help us answer key questions," says Chow. "What should we put on the menu? How much should we charge? What dishes do people love? This allows us to constantly refine our strategy."
The delivery journey is designed to serve as an entry point for new customers to discover LUBUDS restaurants, and ultimately transition from ordering in to dining in. This type of cross-platform synergy remains relatively uncommon in the F&B industry.
Keeta’s CRM system gives merchants access to real-time analytics, such as ticket sizes and customer behaviour. "The system lets merchants see exactly how their customers are interacting with their menus," Yao says. "It enables smarter, actionable decisions."
The CRM system is also undergoing continual upgrades to help partner brands stay attuned to evolving consumer trends. “Our local operations team offers highly tailored support,” Yao explains. “We provide business advice such as which dishes to promote based on real-time preferences, helping restaurants increase their appeal and enhance operational efficiency.”
Another strategic focus of the partnership is the seamless integration of online and offline (O2O) experiences.
By doing so, Keeta aims to transform food delivery into a discovery platform for new customers, using personalised promotions and incentives to guide users from online ordering to in-restaurant dining. This model not only strengthens customer engagement but also introduces a new path to brand discovery that few in the F&B industry have successfully achieved.
It's all about the experience
LUBUDS is using Keeta not just to sell food, but to extend its lifestyle brand. From wine-pairing menus and seasonal sauces to mooncakes and dining vouchers, Keeta has the potential to become a broader lifestyle platform.
"We always say F&B is about experience," says Chow. "Just because you're eating at home doesn’t mean it should feel cheap. A solo diner should still feel like they’re enjoying something special. That’s the image we want to build together."
This year, the group is also eyeing corporate catering by leveraging this partnership. "We have many premium restaurants, and we want to show that delivery doesn’t have to feel sad or second-rate," she says. "When it comes to business customers, we’re relying on Keeta to help us make delivery work at scale."
A user-first approach
Keeta’s marketing strategy in Hong Kong focuses on user behaviour, cultural sensitivity and responsiveness. "We’re not here to push the market. We’re here because customers have a real need that has to be addressed," says Yao. "Platform growth happens when you meet that need. It’s not something we’re forcing."
Localisation plays a big part. "We put a lot of effort into localisation. Our ads are in Cantonese and English, and we’ve developed a bilingual user interface to serve expats and tourists alike," Yao adds. "That’s our way of showing respect for the market."
"We’re not just borrowing Keeta’s performance, and they’re not just borrowing our brand. It has to be synergy," says Chow.