🧕 🥇 UAE Brand Uses AR to Bypass Hijab Ban at Paris Olympics

Marhaba folks! 🌞In today's edition, we cover a UAE brand's AR campaign against the Paris Olympics hijab ban, McDonald’s first sales decline since 2020 due to boycotts, and Saudi Arabia’s food delivery market projected to hit $14.9 billion by 2028. Yalla, let’s go 🏃🏻‍♀️

🧕 🥇 UAE Brand Uses AR to Bypass Hijab Ban at Paris Olympics

What is it about:

• The French Sports Minister has banned French athletes from wearing hijabs during the Paris Olympics.

• Lara Active, a UAE-based brand known for modest activewear, has launched an AR campaign in response.

• The AR campaign features Marianne, France's symbol of liberty, wearing a hijab instead of her traditional Phrygian cap.

• The AR lens activates when scanning the Marianne monument in Place de la République, showcasing Marianne with a hijab and promoting cultural reflection on headwear.

Why does it matter:

• The ban on hijabs has sparked criticism, particularly regarding religious and cultural freedoms.

• Lara Active's AR campaign challenges the ban and advocates for women's right to express themselves in sports.

• The campaign aims to raise awareness and foster discussion on cultural perceptions of headwear.

• The use of AR technology enhances engagement and visibility of the message.

What is next:

• The AR experience will continue to be available for users to engage with and share on social media.

• The campaign encourages social media sharing with hashtags #SportAHijab and #Phryjab to broaden its reach.

• There may be ongoing responses or additional actions from other brands or groups in support of similar causes.

• Monitoring the impact of the campaign and its influence on public opinion and potential policy changes.

📈 Markets

🚫 🍔 Boycotts Contribute to McDonald’s First Sales Decline since 2020

What is it about:

• McDonald’s reported a 1% decline in global comparable sales for the second quarter, the first drop in over three years.

• This decline is contrary to analysts' expectations of a 0.5% increase.

• The sales drop is attributed to a boycott movement against McDonald’s due to its perceived support for Israel amid the Gaza conflict.

• In response to the decline, McDonald’s introduced a $5 meal deal, which will be available through August.

• The company has maintained its 2024 operating margin forecast and capital expenditure budget, including plans for new restaurants.

• U.S. comparable sales fell by 0.7%, and international sales dropped by 1.1%, with weaker performance in France, China, and the Middle East.

Why does it matter:

• The boycott has had a significant impact on McDonald’s sales, especially in the Middle East, highlighting the influence of political and social issues on global businesses.

• The decline marks a significant change from the company's previous strong performance and could affect investor confidence and market positioning.

• McDonald’s response with a $5 meal deal shows the company’s efforts to address the sales drop and attract customers, reflecting the challenges of adapting to market conditions.

What is next:

• McDonald’s will continue to monitor and adapt to the impact of the boycott and its effect on sales, potentially adjusting its marketing and business strategies.

• The company will maintain its planned operating margin forecast and capital expenditures, including the opening of new restaurants.

• The effectiveness of the $5 meal deal in reversing the sales decline will be evaluated over the coming months.

• Ongoing assessment of international market performance, particularly in the Middle East, France, and China, will be crucial for future strategy adjustments.

Quote of the day

"Success usually comes to those who are too busy to be looking for it." — Henry David Thoreau

🚚 💰️ Saudi Food Delivery Market Projected to Reach $14.9 Billion by 2028

What is it about:

• The food delivery market in Saudi Arabia is projected to grow to $14.9 billion by 2028, up from $10 billion in 2023.

• Meal deliveries dominate the market, making up 88% of the current market and expected to reach $12.1 billion by 2028 with a 6.4% CAGR.

• Grocery deliveries, while smaller, are growing rapidly at an 18.2% CAGR and are expected to reach $2.8 billion by 2028.

• HungerStation is the leading player in the market, with over 40 million downloads and strong partnerships.

• Jahez is experiencing significant growth and plans to enter the main market.

• Saudi Arabia's food delivery market is the largest in the region, surpassing the UAE in market size and revenue per user but is behind in grocery delivery penetration.

• Local startups have raised $266.2 million from 2018 to 2023, with fluctuations in annual funding, including a peak of $134.8 million in 2023 after a drop in previous years.

Why does it matter:

• The projected growth of the food delivery market highlights increasing consumer demand and the expansion of delivery services in Saudi Arabia.

• The dominance of meal deliveries and the rapid growth of grocery deliveries reflect evolving consumer preferences and market opportunities.

• HungerStation and Jahez’s roles emphasize the competitive landscape and the importance of strong partnerships and market presence.

• Saudi Arabia's position as the largest food delivery market in the region indicates its significant potential for growth compared to neighboring countries.

• The fluctuation in startup funding reveals the dynamic nature of investment in the food delivery sector and the potential for future innovation and market shifts.

What is next:

• The market will continue to evolve with further expansion in meal and grocery deliveries, potentially leading to increased competition and innovation.

• Startups will likely seek additional funding and growth opportunities to capitalize on the expanding market.

• The performance and strategies of key players like HungerStation and Jahez will be closely watched to gauge their impact on market dynamics.

• Monitoring the development of grocery delivery penetration will be important as it becomes a larger segment of the market.

• The overall market growth will influence future investments and business strategies in the Saudi food delivery sector.

🎥 The latest from the Smashi Business Studio

👋 Hello, That’s me - your Content Buddy

What is Odeum?

Odeum is Augustus Media’s innovative in-house content studio, where creativity meets data-driven insights to produce compelling new media formats. Specializing in connecting brands with communities and culture, Odeum offers a range of services tailored to your needs.

Why Do Brands Need a Content Strategy?

An authentic story is key to connect with audiences on a personal level. That’s why a well-crafted social content strategy helps brands resonate with the internet generation and earn their trust.. Odeum excels in modern content creation, offering expertise in social media management and access to fully equipped studios.

How Can You Get Started?

If you’re a brand with a vision, contact us here, and our team will get in touch to help you bring your ideas to life.

Were you forwarded this email? Subscribe here