In order to maintain its leadership position in a category known for its high churn, HungerStation was adamant to continuously strengthen its main value proposition and regularly offer the widest “variety of quality restaurants” while matching the competition when it comes to price, and delivery speed.

But to keep-up with the F&B boom in KSA, meant increasing HungerStation’s menu to over 20,000 different options for young Saudis eager to try the hottest and latest trends a transformed kingdom has to offer. (8K more restaurants ahead of its closest competition.)

Due to this overwhelming increase, HungerStation app data has been witnessing a drastic increase in session-time, with an average of 8mins-per-session and a major increase in churn rate of 90% past the 10th minute.

With that in mind our objectives were simpler said that done. We needed to increase order frequency by 7% the end of Q3 2023 and reducing average session time across all user groups.

In this context, it was essential for Hungerstation to look for ways to stay ahead of the curve and seamlessly help users find the right restaurants that satisfy their cravings a lot quicker or risk loosing them to its competitors every time.

Our focus groups with (21-30 year-old Saudis) identified that 85% of our core segment, were trying to find a new restaurant to order from rather than stick with their go-to-choice resulting in exceedingly large amounts of time aimlessly scrolling through HungerStation’s 20K restaurant options.

A phenomenon psychologists refer to as “ Choice Overload”. A state when the brain struggles to decide, due to an overwhelming number of options resulting in either making the wrong-call or refraining from a decision altogether.

Upon further research, we found a study by Dr. Bruce Lipton and the University of Pennsylvania revealing that: while the conscious mind can only process 40 bits of information per-second, the subconscious mind processes information at a rate of up to 500,000 times faster.

With the Ai trend at its peack, we wodnered if we can use AI to harness the power of the subconscious minds and satisfy our core users’ cravings faster in every order before losing them to the competition every-time.

Background & Context:

Since their launch, HungerStation has been adamant to be percieved as an innovative digital brand leading and shaping the Saudi Arabian market with high quality restaurant options delivered fast and reliably.

According to HungerStation’s latest BHT “Restaurant Variety and Quality” was the main driver for brand usage, the brand had the ambition to keep expanding its offering to meet the 100% projected increase in F&B restaurants in KSA by 2030.

The challenge:

Knowing that more restaurant chocies surely meant increased session times, well past the 10th minute where app-data registers a staggering 90% churn rate, It was essential for HungerStation to find a long term solution to maintain its edge, while seamlessly help users find the right restaurants that satisfy their cravings quickly or risk loosing them to its competitors every time.

Insight and research:

Focus groups of our core audience showed that 85% were trying to find a new restaurant to try rather than stick with their go-to-choice resulting in aimlessly scrolling through multiple options.

A phenomenon psychologists refer to as “ Choice Overload”. A state when the brain struggles to decide, due to an overwhelming number of options resulting in either making the wrong-call or refraining from a decision altogether.

Upon further research on the subject, we found a study by the University of Pennsylvania revealing that: while the conscious mind can only process 40 bits of information per-second, the subconscious mind processes information at a rate of up to 500,000 times faster.

The idea:

With the Ai trend at its peack, we wodnered why not use AI to harness the power of the subconscious minds and satisfy our core users’ cravings faster in every order before losing them to the competition every-time.

The Execution:

HungerStation introduced a proprietary new Ai to harness the power of its users subconscious mind and help them satisfy their cravings faster in every order.

The intuitive Ai recognizes when users are hopelessly scrolling through food menus and triggers an in-app notification that presents users with pictures of mouth-watering cuisines, while the front-facing-camera tracks their eye’s interest using advanced algorithms. Then proprietary Food-Topic-Modeling AI narrows down their eye’s interest, and presents a data report of what their eye concentrated on the most, eventually giving users a list of relevant restaurants to order from.

We launched our new tool through a 2 week in app. take-over banners quickly reaching HungerStation’s 2Million active daily. Blast-notifications were sent at peak order times to invite our users to harness the power of their subconscious mind and satisfy their cravings.