KUCHING: GrabFood Malaysia held its first-ever on-ground activation in collaboration with SugarBun Malaysia.
SugarBun Malaysia, a homegrown culinary icon across Borneo since its inception in 1979, officially collaborates with the leading super-app in Southeast Asia, Grab Malaysia.
Grab Malaysia head of enterprise Nicholas Pang expressed his excitement about this historical partnership.
“SugarBun has long been well known to be a top QSR (quick-service restaurant) in Kota Kinabalu, Kuching, Miri, and many more.
We are very honoured to announce this partnership with SugarBun, and moreover, SugarBun is the first-ever F&B (food and beverages) brand that we’re doing an on-ground activation in the history of Grab,” he said during the #GrabFoodSugarBunJak Feast & Fun at the Wisma SugarBun Satok, here today.
Pang also revealed plans for a series of activation events over the next two to three quarters, aiming to elevate both brands to new heights.
“This is only the first, there will be a series of activation plans for the next two to three quarters for SugarBun.
“I believe if we can bring Grab’s convenience and customers, and merge it together with SugarBun’s passion for excellence, it’ll bring this collaboration to a new win,” he said.
Furthermore, the event celebrated not only the new partnership, but also acknowledged the crucial role of Grab’s delivery drivers.
“We can bring the best food, platform, convenience, all the technology, and merge it together, but the last mile comes down to our delivery partners, they are key in what we do,’ Pang added.
Some 200 to 300 Grab delivery drivers attended the event, which included games, prizes, and the chance to enjoy SugarBun’s iconic broasted chicken and savoury rice.
Additionally, SugarBun Malaysia’s team, Grab Malaysia’s team, and local influencers gathered to feast and build connections.
To commemorate the celebration, SugarBun and GrabFood are launching a special campaign for fans where they can receive savings of up to 25 per cent just by applying the promo code ‘SUGARBUN.’
Fifty fortunate customers will have the opportunity to win GrabFood vouchers worth RM50 each just by simply snapping a photo of the colossal GrabFood delivery bag installation located in Plaza Merdeka, Kuching and Delta Mall, Sibu, or capturing the exclusive SugarBun X GrabFood delivery-partner bags, sharing it on social media, and tagging @grabfoodmy and @sugarbunofficial.
