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Digital Transformation Ecommerce Adtech

Grab and McDonald’s will exchange audience insights in expanded partnership

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By Shawn Lim | Reporter, Asia Pacific

November 22, 2021 | 4 min read

Singapore-based super app Grab is expanding its partnership with McDonald’s in Singapore to create more omnichannel experiences for its consumers.

The partnership, which started in 2018, integrates GrabPay and GrabRewards with McDonald’s online and in-store ordering experience, as well as McDonald’s on-demand delivery capabilities through Grab’s delivery service, GrabExpress.

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Consumers will be able to pay with GrabPay over the counter in McDonald’s outlets

“We are excited about this synergistic partnership with Grab which is the first-of-its-kind in Southeast Asia. By tapping Grab’s eco-system of services, it adds to our promise of greater digital convenience and accessibility for our customers, so they can enjoy their McDonald’s favorites seamlessly. It also opens up the world of McDonald’s to more Grab users,” said Benjamin Boh, general manager of Singapore at McDonald’s.

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Consumers will be able to pay with GrabPay over the counter in McDonald’s outlets, as well as via self-ordering kiosks and drive-thru, allowing them to earn GrabRewards points and redeem McDonald’s vouchers and merchandise.

By integrating GrabExpress service into all their online ordering channels, including the McDelivery app and the McDelivery website, it will allow the fast-food giant to scale its on-demand deliveries capabilities.

In addition, both parties will create a combined insights platform to track ordering trends from customers and create personalized experiences for them across both platforms. Both brands will also use GrabAds to target consumers with deals and promotions.

Yee Wee Tang, the managing director for Singapore at Grab explained McDonald’s was the first restaurant to trial some of its new products and solutions, such as point-of-sale integration and GrabAds.

“We are excited to announce a multi-prong partnership with McDonald’s to transform the online and in-store experience for consumers in Singapore. By leveraging our combined strengths, we hope to elevate the consumer experience and unlock more growth opportunities together,” he said.

Grab previously announced a partnership with Lazada to help sellers on Lazada’s platform with same-day delivery services for their consumers in Singapore through GrabExpress.

This will allow businesses to create new ways of meeting consumers’ new purchase habits as they have become increasingly accustomed to speed and convenience when online shopping.

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