This case is reserved for use by Columbia Business School Faculty only.
Should Meituan Dianping focus on defending its leading position in the Chinese market as a food delivery service or pursue global expansion? If the latter, which international market should Meituan pursue given the market macro factors, regulatory differences and cultural factors?
Should Meituan Dianping focus on defending its leading position in the Chinese market as a food delivery service or pursue global expansion? If the latter, which international market should Meituan pursue given the market macro factors, regulatory differences and cultural factors?
In 2025, Meituan Dianping, with over 5 million couriers and 770 million customers in China, is a leading Chinese app-based e-commerce meal delivery platform having realized early success from its customer acquisition efforts. As the company grew, from its 2010 founding, it increased both scope and geographic reach, expanding into sectors like entertainment and lodging, as well as food delivery in Hong Kong and Saudi Arabia. In spite of its dominance in the Chinese market, Meituan is considering its strategic next moves as it faces increasing competition and costs in its home market. Meituan also sees growing opportunity in other markets, with the global online food delivery market valued at $1.4 trillion. In this case study, students learn about the growth of meal delivery in international markets and are tasked with analyzing strategic alternatives and potential global markets for a technology-based company.
About the Author(s)
