Starbucks inks regional partnership with Grab to boost customer experience
The team up will cover Southeast Asia’s six largest markets by 2024.
Starbucks announced a regional partnership with Grab that will see the chain’s Rewards programme work in sync with the tech platform.
A first for the coffee giant in Southeast Asia, Starbucks Rewards members will be able to link their accounts with GrabRewards to earn both Stars and GrabRewards points for every order made through GrabFood.
In the future, customers will also have the option to sign up for a Starbucks Rewards membership via the Grab app and redeem free beverages, birthday treats, and exclusive offers at participating stores.
The feature will first be introduced in the Philippines in the second half of 2022, with plans to expand to Thailand, Singapore, Malaysia, Indonesia, and Vietnam by 2024.
Customers will have the option to pay for their orders via their GrabPay e-wallets in-store and in-app, the chain clarified.
Customers can also order directly from GrabFood’s self-pick up feature and get items delivered by GrabExpress when doing so via Starbucks-owned channels.
Social gifting through GrabGifts is another feature, explained as customers being able to purchase and send pre-loaded Starbucks gift cards via the Grab app.
The partnership will also help provide food assistance to communities in need across Southeast Asia whilst reducing food waste through the expansion of Starbucks’ FoodShare food donation program starting in the Philippines this March, starting with 40 stores in the Metro Manila area.
“Our partnership with Grab allows us to provide more options for customers to create a Starbucks Experience that is right for them, while also helping to deliver positive impact in the communities we serve through [the] FoodShare program,” said Erin Silvoy, vice president, product and marketing, Starbucks Asia Pacific.
“We believe the online ordering and in-store dining experience will become more connected, as brands in Southeast Asia look for ways to bridge these channels,” added Saad Ahmed, Grab’s managing director for commercial.
Since entering the Southeast Asia over 25 years ago, Starbucks has expanded to more than 1,882 stores across the Philippines, Thailand, Singapore, Malaysia, Indonesia, and Vietnam.