Grab buys and relaunches S’pore food portal HungryGoWhere, which ceased operations in 2021

HungryGoWhere, a website portal that offers food reviews, exclusive deals and food reservations, has made a comeback after a year of closure.

It was established in 2006 and later acquired by Singtel in 2012. After 15 years of operation, it announced its closure in June 2021 and its last day of service was on 11 July 2021.

However, Grab Singapore, one of Southeast Asia’s leading tech giants, announced today (June 15) that it has bought and relaunched the HungryGoWhere portal and its social media channels. The sum of the buy was not disclosed.

What’s new about HungryGoWhere?

Following the buy, HungryGoWhere will retain its name and iconic red hue.

With the rebranding of HungryGoWhere, consumers can expect a more integrated platform that offers not just exclusive food discoveries and latest information on F&B news and developments, but also a more socialised platform where they can learn more about the origins of popular food. 

Exploring the behind-the-scenes of Singapore’s food scene, these insider information and sharings aim to add a personal touch to the food we eat. 

F&B businesses can now access HungryGoWhere to reach their customers and share stories closer to the heart via the newly-launched interview series “20 Questions With” and “From Scratch”, where consumers can dive deeper into the origins of popular foods and the stories behind the people of the F&B sector.

In order to provide better curated content for consumers to find what they’re looking for, HungryGoWhere will tap on Grab’s rich superapp insights such as popular foods, consumer preferences, and frequently visited food stores. 

To help featured brands gain as much visibility as possible, relevant stories on HungryGoWhere will also be shared with Grab’s wide base of users via the Grab app and its marketing channels.

“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,” said Cifer Ong, Managing Director, Strategy & Partnerships, Grab Singapore.

“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. We believe that our deep relationships with merchants and key learnings from the food sector, coupled with our extensive superapp insights, will help us achieve this.”

Featured Image Credit: HungryGoWhere