Authors:  Walid Ahmad, Hassan Aref Affiliation:  King Abdulaziz University Published in U7Y Journal, Vol. 3, No. 1, 2025 https://doi.org/10.65326/u7y566748 © 2025 U7Y Journal | Licensed under CC BY 4.0 Abstract This article examines a fast-moving development in the Gulf Cooperation Council (GCC) digital economy: the arrival and rapid scaling of Keeta, an international food-delivery platform, alongside visible shifts in pricing and promotional tactics by incumbent rivals in th