Consistent Use of Mobile Ad Networks Drives Delivery Hero’s Success in MENA

Key Takeaways:

• Talabat and Hunger Station are the largest food delivery apps in the MENA region, representing 23% and 15% of MAU share through 3Q24 QTD, respectively, illustrating Delivery Hero’s hold over the region.

  • While Talabat’s MAU share in the region has risen to 23% in 3Q24 QTD from 15% in 3Q20, Hunger Station has experienced a 2ppts share loss in the same period

• The top three food delivery apps in Saudi Arabia have all experienced declines in MAU share amidst the rise of newer competitors. Per ST data, Hunger Station (-7ppts), MRSOOL (-14ppts) and Careem (-13ppts) MAU share through 3Q24 QTD is down vs 3Q20, when there were significantly fewer players in the space

  • Growing consumer and investor interest in the food delivery market in Saudi Arabia and the broader MENA region has spurred increased competition from companies powered by super apps. Keeta (backed by Meituan) launched in Saudi Arabia on 9/9/2024. From 9/10-9/14, downloads and DAUs for Keeta in Saudi Arabia increased an average 29% and 34% DoD, respectively, per ST data

• Hunger Station advertises much more heavily on mobile ad networks in Saudi Arabia compared to its peers as it leads in average SOV through 3Q24 QTD on AppLovin, Facebook, InMobi, Mintegral, IronSource, TikTok, Verve and YouTube in Saudi Arabia.

  • This strategy may have paid off for Hunger Station as MAUs in Saudi Arabia through 2024 YTD are up 3% YoY, ahead of Careem (-17%) and MRSOOL (-9%), but behind that of popular up-and-coming platforms like Ninja (+72%), Mr Mandoob (+63%) and ToYou (+25%), which all saw impressive growth off of smaller bases (<800k MAUs vs Hunger Station’s 2.09mn)

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