Rabbit and Metro Markets Company announced recently that they have entered into a strategic partnership across several fronts in the Egyptian Market.
The multipronged deal, made official in a dedicated signing ceremony, will see the two companies serve over 2 million customers across Greater Cairo and beyond. Rabbit will also offer a large selection of Fresh Food Market’s premium range and Metro’s products through its mobile app.
“We are proud to kick off this one-of-a-kind partnership in the region with Metro, one of the most established players in the brick and mortar grocery and retail sector in Egypt“ said Ismail Hafez, Chief Operating Officer at Rabbit.
Between its three store chains Fresh Food Market, Metro, and Kheir Zaman, Metro Markets company operates the largest brick-and-mortar grocery and retail logistics network in Egypt, with 160 stores in 19 governorates around the country. Founded in 1996, the company is considered a household name in the grocery space for generations.
Launched in 2021, Rabbit operates an e-commerce app with over half a million users. Through their network of dark stores, they delivered over 5 million items to date. Originally reaching mainstream popularity for its “groceries and more in 20 minutes” promise, the company has since expanded its range of products and services to offer over 4,000 SKUs through various delivery time options, and a recently-launched buy-in-bulk offering, to better serve different customer segments and needs.
“We are deeply excited by the potential of our partnership with Rabbit ,” said Soraya Mansour, Vice Chief Executive Officer at Metro Markets. “This deal will allow us to
supercharge our online presence, and bring our signature high-quality products and brands to a larger segment of users,” she adds.
“Our proprietary real-time stock tracking unlocks unprecedented reliability for our customers, and better efficiency for Metro Markets; a great win-win” adds Hafez.
“While many customers still prefer brick-and-mortar grocery shopping, bringing our decades of experience to the online market will be decisive for our success in the future,” explains Mansour. “We are hoping to capitalize on Rabbit’s expertise on the e-commerce side.”
The model is akin to similar online-offline retail partnerships around the world, which have shown a lot of success. For example: Gorillaz’ partnership with brick and mortar grocery giant Tesco in the UK and with Jumbo in Germany, Instacart’s partnership with retail giant Walmart in the US, Cajoo and Carrefour in France, and several others.
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