Dive Brief:

• Shell and McDonald’s have launched a limited-time, joint promotion that gives the QSR chain’s rewards members discounts at Shell-branded gas stations, a spokesperson from the oil giant confirmed to C-Store Dive.
• Members of MyMcDonald’s Rewards can redeem 1,500 points for 50 cents off per gallon on up to 20 gallons at participating Shell stations until Sept. 12, the oil company announced on LinkedIn last week. The promotion is also available to new Shell Fuel Rewards members who enroll through the app.
• The promotion is designed to attract new Shell rewards members, drive site visits and generate incremental gallons sold, according to the retailer’s announcement.

Dive Insight:

With consumer sentiment continuing to fall and plague convenience retailers, this promotion offers Shell a direct connection to McDonald’s nearly 210 million 90-day loyalty members, creating an opportunity for more sign-ups and repeat visits to its fuel pumps and c-stores.

For McDonald’s, the promotion offers another way to give its rewards members more value without tweaking its prices.

“This promotion brings together two iconic brands with a shared goal: delivering more value to customers while fueling growth for our business,” Shell said in its LinkedIn announcement. “We're excited to welcome new customers to the Shell Fuel Rewards program and drive more members, more visits, and more gallons.”

This isn’t Shell’s first attempt to grow its loyalty base with the help of a national QSR chain. Six years ago, the retailer launched a similar partnership with Dunkin’, allowing its Gold fuel rewards members and Dunkin’ loyalty members to save 10 cents per gallon for every five beverages purchased at participating Dunkin’ locations.