To avoid heat during the day, people rely heavily on food delivery apps. HungerStation's Al-powered tech from VML tracks the sun's position in real-time and meticulously analyzes Riyadh's trees, tunnels, towers, bridges and even cloud coverage, constructing routes with the most shade to maximize delivery rider comfort and safety.
The Shaded Route
An innovative app that helps delivery riders avoid the scorching Saudi Arabia sun
Client
- HungerStation
Office
- Saudi Arabia
Saudi Arabia is defined by its extreme desert weather, particularly during summer days, when temperatures can soar to a staggering 50°C.
It ensures our riders feel valued and supported every step of the way.
Ahmad Chatila
Director of Brand and Communication, HungerStation.
The Shaded Route proves once again that technology is a powerful force for good.
Firas Ghannam
Executive Creative Director, VML
Facing brutally hot desert weather, people in Saudi Arabia tend to rely on food delivery apps during the day to avoid the sun. Unfortunately, the health and safety of delivery riders working under these conditions is often overlooked. HungerStation wanted to show support and retain riders during the hot days of Saudi summer.
Driving in the shade can make the air feel 10 to 15°C cooler. Navigating through shaded spots can substantially reduce heat exposure, enhancing rider comfort and safety while also preserving the freshness of the food.
VML and HungerStation launched "The Shaded Route" – a multi-award-winning, AI-powered navigation system integrated into the HungerStation app designed to shield riders from the relentless Saudi heat.
This innovative technology strengthened the bond between HungerStation and its riders, positioning the brand as a leader in rider welfare. It also attracted potential new riders, boosting HungerStation’s reputation as a tech-driven, rider-centered company. The initiative also generated excitement among customers, boosting engagement and transaction rates during peak times, especially as riders could now better preserve the freshness of food during deliveries.
Results:
+8% rider applications and registrations.
+20% rider retention.
+15% rider satisfaction.
+20% peak-time deliveries (12–4 PM).
+3K active riders using "The Shaded Route" daily. 16K Shaded Route rides recorded per day. +114K kilometers covered in the shade every day.
"The Shaded Route" also garnered widespread media attention, sparking discussions about the future of food delivery and inspiring other brands to consider human-focused solutions.
HungerStation has permanently transformed its operations and also established itself as a pioneer in the food delivery industry.
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Awards
2025 Cannes Lions
Digital Craft
Silver Lion
2025 Cannes Lions
Health & Wellness
Bronze Lion
2025 Cannes Lions
Outdoor
Bronze Lion
2025 The One Show
Creative Use of Data: Real-Time Data
Merit
Dubai Lynx 2025
Health & Wellness - Health & Wellness Tech
Gold
Dubai Lynx 2025
Brand Experience & Activation - Tech-led Brand Exprience
Bronze
Clios 2025
Public Relations - Employee Engagament
Bronze
Cannes Lions 2025
Health & Wellness
Bronze
Cannes Lions 2025
Outdoor
Bronze
Cannes Lions 2025
Digital Craft
Silver
Press
HungerStation Beats Desert Heat with AI-Powered 'Shaded Route' for Delivery Riders.
Little Black Book
HungerStation uses AI to shield riders from the desert heatCampaign ME
How HungerStation’s AI-Shaded Delivery Routes Are Redefining Comfort in Saudi Arabia?Soul of Saudi
HUNGERSTATION BEATS THE HEAT WITH AI-POWERED “SHADED ROUTE”Communicate
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