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Loob Holding and PETRONAS tie-up for outlet expansion

Loob Holding and PETRONAS Dagangan have tied up to open Tealive franchised stores in its Kedai Mesra outlets throughout the country, targeting up to 300 Tealive stores in three years. Tealive menu at PETRONAS stations will also carry customised drinks that are only available at Kedai Mesra.

Loob CEO Bryan Loo said that Tealive has already set up four pilot stores at PETRONAS Bukit Antarabangsa, Ara Damansara, Kesas Highway and Besraya Highway and the response has been “overwhelming”. He added that given PDB’s network of 750 Kedai Mesra, the partnership is a “great opportunity” for Loob to expand the reach of the Tealive brand.

Syed Zainal Syed Abidin, PDB managing director and chief executive officer, said that the collaboration is in line with the company’s strategy to grow its non-fuel business through partnering with brands that resonate with PETRONAS’ vision of delivering a seamless and frictionless customer experience.

“Ultimately, we want to make Kedai Mesra the go-to, one-stop convenience centre and we are open to other partnerships that are aligned with our vision, guided by our new approach to ‘Move Like Never Before’,” he added.

Meanwhile, Tealive is also celebrating its milestone of 222 outlets through its Breakthrough Moments Carnival, which will see three Malaysians fulfil their purpose-driven wish via the 2019 Breakthrough Challenge. Consumers can either share their story on Tealive’s Facebook comment section, submit it via a microsite or drop it into a wish bucket at the carnival to participate. They are also required to state why it is important for their wish to be fulfilled this year. The carnival will also feature a bubble tea pit, Tealive trivia, a Breakthrough dance battle, lucky draw stations and a #MyTealiveMoment photo contest.

Loo said the event is organised to show its “deep appreciation and gratitude” for its customers’ support over the years. He added that the carnival was held as Tealive wanted consumers to celebrate their own breakthrough moments, big or small.

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