The news: McDonald’s chose Uber as its preferred delivery partner for in-app orders placed in the US, UK, Canada, and 11 other markets. While the fast-food chain will continue its partnership with DoorDash—and customers will still be able to order from the restaurant via DoorDash and Grubhub—the deal is a win for Uber as it looks to grow its white-label delivery service and strengthen ties with merchants.

The deal also comes with additional perks for McDonald’s rewards members. Starting this month, those customers can redeem their points for discounts on Uber rides for a limited period. Eventually, rewards customers who order McDonald’s through Uber Eats will be able to earn points on their McDonald’s accounts, which can be applied to other rewards and benefits on the McDonald’s app.

Zoom out: Uber is riding a wave of momentum. Both the deal with McDonald’s and its recent Amazon Prime partnership are set to increase delivery volumes on its platform, which in turn could help it narrow the gap with DoorDash. Uber’s share of restaurant intermediary spending currently stands at roughly 30% to DoorDash’s 62%, per our forecast.

At the same time, Uber anticipates that DoorDash’s proposed acquisition of Instacart will end up benefiting its delivery business. The company is already fielding a number of inquiries from merchants looking to diversify their delivery partners—a dynamic that could increase Uber’s retailer and product selection and enable it to account for a greater share of overall ecommerce spending.

Implications for delivery: The partnerships with McDonald’s and Amazon show that Uber is seeking opportunities to get the upper hand over DoorDash. But preferential relationships with restaurants and retailers alone aren’t necessarily a compelling reason for customers to choose Uber Eats more often—especially considering that many of their favorite restaurants and retailers are available on multiple delivery platforms.

Rather than competing solely on selection, Uber and other delivery platforms should emphasize service consistency, reliability, and membership perks to keep spending tied to their marketplaces.

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