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The Future of Last Mile Delivery
How a Restaurant Turned Food Delivery into a Language Lesson
In a heartwarming Ramadan initiative, Lebanese Station and Flyby turned every delivery into a chance to share gratitude — teaching customers how to say “thank you” and other words of appreciation in the rider’s language.
02 May 2025 By Flyby
“During Ramadan, we didn’t just want to serve food — we wanted to serve connection. A single word of kindness can go a long way, especially when it’s spoken in someone’s own language.”
– Karim Mroueh, Owner of Lebanese Station
Why It Worked
- Ramadan is about reflection and empathy — the timing couldn’t have been more relevant
- Turned a delivery box into a human message — unexpected, genuine, and heartfelt
- Built a connection between two groups who rarely speak — riders and customers
- Extended meaning beyond the meal — making every order a moment of cultural exchange
Intent with Impact
Ramadan is a peak season for food delivery, with intense competition and a saturated media landscape. Maestro Pizza needed a way to cut through the noise — reaching people in the right place, at the right time, and in a format that felt fresh and relevant. Traditional channels were already in full use, but visibility during Iftar rush hour remained a gap they needed to close quickly and effectively.
How It Rolled Out
With Ramadan being a time of reflection and generosity, Lebanese Station partnered with Flyby to spread not just meals, but meaning. Using Flyby’s Smart Delivery Boxes — which display dynamic content on-screen as the bikes move through the city — we transformed a regular food delivery into a cultural exchange.
Each box displayed rotating messages in Arabic, English, and Urdu, teaching simple phrases of appreciation to customers in the language of the riders delivering their meals. It was a small but powerful idea: let customers say thank you in a way that truly resonates.
Some of the phrases included:
“Thank you” in Urdu – Shukriya
“Much appreciated” in Arabic – Mumtann Lik
“Well done” in English – Shabaash!
Multiple Smart Delivery Boxes were deployed across Dubai through our delivery partners — creating micro-moments of kindness, connection, and cultural respect in the middle of a fast-paced food delivery journey.
This wasn’t just another ad. It was a reminder that a single word can bring people closer.
Delivering Results
Over the course of two weeks, The Language Box traveled through Dubai’s most dynamic neighborhoods during peak Iftar hours, delivering more than food — delivering a message of connection. With over 200,000 impressions, these messages reached hundreds of real customer interactions online, the campaign sparked attention, appreciation, and cross-cultural conversation both offline and online.
The simplicity of the message made it shareable, the design made it scroll-stopping, and the timing made it unforgettable.
Creating Smart Campaigns
At Flyby, we’re always looking for brands with bold, creative ideas — especially those that spark conversation or shift perspectives. Whether you already have a concept or want help crafting something from scratch, we take our time to build impactful, smart campaigns that resonate on the street and online.
Let’s turn your message into movement.