The Shaded Route

An innovative app that helps delivery riders avoid the scorching Saudi Arabia sun

Office: Saudi Arabia

Client: HungerStation

Saudi Arabia is defined by its extreme desert weather, particularly during summer days, when temperatures can soar to a staggering 50°C.

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.

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.