To avoid the 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, even cloud coverage, and constructs the route with the most shade to maximize 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 hot desert weather, particularly during summer days, when temperatures can soar up 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
Saudi Arabia is defined by its extreme hot desert weather. As a result, people tend to rely heavily on food delivery apps during the day to completely 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 summer days of Saudi.
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.
We launched "The Shaded Route" – a multi-award-winning, AI-powered navigation system integrated into the HungerStation app designed to shield riders from the relentless desert 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 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 innovative, 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
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
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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