MRM Saudi Arabia wins McDonald’s CRM mandate

McDonald’s Riyadh International Catering Corporation (RICC) has selected MRM Saudi Arabia as its agency of record for customer relationship management (CRM) following a competitive pitch.

The agency will oversee CRM strategy across McDonald’s 264 restaurants in Saudi Arabia, aiming to strengthen personalised and technology-driven customer experiences in the Kingdom.

MRM Saudi Arabia was chosen for its expertise in delivering data-led and customer-focused solutions at scale, supported by local market knowledge. The agency’s capabilities span CRM, loyalty, consulting, data, creative commerce and customer experience.

McDonald’s operates as the largest quick service restaurant brand in Saudi Arabia, where demand for digital engagement and tailored experiences continues to grow. The partnership with MRM is intended to deepen consumer relationships and support long-term growth.

Hossam Barbar, chief marketing officer, McDonald’s RICC: “We’re thrilled to welcome MRM to the McFamily. We need partners as ambitious as we are to thrive in this dynamic market. MRM brings the passion, knowledge, and expertise needed to elevate our CRM and digital engagement and drive long-term brand loyalty. Consumers in KSA crave standout ideas, and we’re confident this partnership will help us turn customers into lifelong fans. The caliber of MRM’s people and work has already been exceptional; we look forward to delivering equally exceptional results together.”

This appointment follows MRM’s CRM mandate with McDonald’s Netherlands earlier this year and builds on the agency’s broader collaboration with McDonald’s through MCN MENAT’s sister agencies UM and KINESSO.

Karim Slim, chief executive officer, MRM MENAT: “Partnering with McDonald’s, one of the world’s most iconic and innovative brands, is a tremendous honour. Winning this prestigious account in such a vibrant market not only reinforces MRM’s leadership in the Kingdom but also reflects the trust clients place in our ability to drive business performance in the region and aligns with our ambition to help brands unlock transformative growth in line with Saudi Arabia’s Vision 2030.”

Ghassan Harfouche, group CEO, MCN MENAT and president, McCann Worldgroup – APAC: “We are grateful for the long-standing partnership and trust from McDonald’s. This appointment marks the expansion of relationships and reflects the strength of MCN’s connected model. As Saudi Arabia accelerates its transformation under Vision 2030, brands need partners who combine deep local insight with future-ready capabilities. By adding MRM’s advanced CRM and loyalty expertise, we’re strengthening our ability to deliver integrated, business-led solutions that drive relevance, growth, and measurable impact for our clients.”

Grant Theron, global CEO, MRM: “We’re thrilled that McDonald’s has again placed its trust in MRM -- this time in Saudi Arabia. Building on our recent Netherlands CRM win, this growing partnership is deeply appreciated and is reflective of our overall momentum as an agency.”

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www.mcdonalds.com

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