Saudi Arabia-based food delivery platform HungerStation has introduced ‘Social Feed’ – a new AI-powered feature that allows users to turn any food post on social media into an orderable dish. Developed in partnership with VML Dubai, Social Feed taps into changing consumer behaviours, particularly the influence of social media on food choices.
The initiative builds on HungerStation’s ongoing efforts to rethink how users engage with food delivery. Previously, the platform explored subconscious decision-making in a campaign with Wunderman Thompson, using eye-scanning technology and AI to help customers navigate choice overload when ordering food. This time, HungerStation focuses on a different behavioural insight: social media is shaping what people crave, yet when it comes to ordering, users tend to default to familiar choices.
Social Feed: The concept
The concept behind Social Feed is simple. Users can send any food-related post to HungerStation’s Instagram account, where AI technology identifies the dish and finds a nearby restaurant offering a similar option. Whether the post includes a caption or not, the system recognises images and matches them to relevant menu items in real-time.
For HungerStation, this feature is more than just a technological innovation – it’s a response to shifting consumer habits. According to the platform, users scroll through an average of 135 food posts per day but often end up ordering a narrow set of familiar meals, such as burgers or pizza. Social Feed is designed to bridge that gap, offering a way for users to instantly act on their food cravings without the friction of searching for options manually.
Changing food delivery experience
By integrating image recognition and geolocation, HungerStation has created a system that brings a new level of convenience and hyper-personalisation to food delivery.
“This campaign is more than just an innovation – it’s an invitation,” said Aricio Fortes, CCO at VML Dubai. “It invites users to break free from the routine of ordering the same meals over and over again and to discover the incredible variety available on HungerStation. We wanted to inspire people to expand their culinary repertoire, making food delivery as adventurous as their social media feeds.”
The launch signals a growing trend among food delivery platforms to integrate AI and behavioural insights into their services. While the previous iteration tackled choice paralysis, the latest initiative leans into social media’s role as a key driver of food discovery.
By blending social media habits with ordering, HungerStation has created a platform where “any dish you see online” is now part of their menu.
“We’re proud to lead the way in food delivery innovation, showing that with HungerStation, your cravings are only a post away,” shared Mohmmed Jefri, CMO of HungerStation.
