Grab SG breathes new life into HungryGoWhere, retains red hue

Grab Singapore is relaunching HungryGoWhere and its accompanying social media channels a year after the food site shut down. The revamped HungryGoWhere brand aims to address the growing interest of diners to reconnect with the local food scene in much deeper ways. 

The new brand retains its name and iconic red hue, in a nod to its longstanding legacy as a trusted food discovery platform in the F&B scene. It also sports a trendy and approachable new look that reflects its commitment to engaging with consumers through content. Aside from HungryGoWhere.com, diners can also connect with HungryGoWhere on its Facebook, Instagram and YouTube pages, as well as HungryGoWhere’s Telegram channel.

HungryGoWhere will spotlight up-and-coming personalities and the origins of popular foods that are not often told. The site will act as a one-stop platform that explores the highways and byways of our local food scene through food reviews and recommendations, profile interviews and a behind-the-scenes look at the food we eat.

To ensure its curation of content constantly addresses what consumers are looking for, HungryGoWhere will also leverage insights derived from Grab’s super app data, such as popular food trends and frequently visited places in Singapore, among a spectrum of other interests and preferences.

As the site grows in popularity, it will also provide F&B businesses with another channel for expanding their reach and growing their business. To help featured brands gain as much visibility as possible, relevant stories on HungryGoWhere will also be shared with Grab users via the app and on Grab’s marketing channels. MARKETING-INTERACTIVE has reached out to Grab for additional information.

Among its offerings is a brand-new 20 Questions With interview series with the who’s who of the F&B sector. Co-founders of popular bagel chain Two Men Bagel House, Jereborne Lam and Jerome Lam, kick off the series with a candid interview in which they touched on everything from their favourite bagels to their guilty indulgences.

The new site will also feature From Scratch, a series exploring the origins of popular foods and the work that goes into making them. In the first instalment, Kim Guan Guan Coffee Trading, a Singapore coffee roaster with a rich history, takes readers through the various steps of brewing a fragrant cup of local coffee.

Cifer Ong, MD, strategy and partnerships, Grab Singapore, said HungryGoWhere is a brand that many Singaporeans have grown to love since its inception more than a decade ago and many were sad to see it go. "We feel privileged and excited to be bringing back its longstanding legacy while aiming to take it to the next level with this rebrand. Eventually, we want to establish Grab and our associated brands as the go-to source for diners seeking the best food recommendations and F&B brands looking to grow their business," he said.

According to Ong, the company believes that its deep relationships with merchants and key learnings from the food sector, coupled with its super app insights, will help Grab achieve this. "We look forward to the continued support of the F&B community and diners, and trust that the new HungryGoWhere will continue to serve them well," he said.

HungryGoWhere was previously owned by Singtel and ceased operations last year after 15 years. The HungryRewards programme was also discontinued on 30 June. The brand was folded under Singtel in 2012 after a SG$12 million acquisition. It was then viewed as one of the leading food portals in Singapore, with an additional online presence in Hong Kong, Malaysia, Vietnam, Cambodia and Australia. Its operations were merged with leading lifestyle and local search site inSing.com, also a subsidiary of Singtel.

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