Grab Singapore, a leading superapp in Southeast Asia, announced Wednesday that it has bought and relaunched Singapore’s food site HungryGoWhere and its accompanying social media channels.

The revamped HungryGoWhere brand aims to address the growing interest of diners to reconnect with its local food scene in much deeper ways, Grab said in a statement.

With the dining scene regaining its vibrancy after a two-year disruption and ushering in new food concepts and food and beverage (F&B) personalities, Grab said consumers have developed a renewed desire to learn more about them.

In particular, it said 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 its 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, it said HungryGoWhere will also leverage rich insights derived from Grab’s superapp 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 said it will also provide F&B businesses with another channel of 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’s wide base of highly engaged users via the Grab app and on Grab’s 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. 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. 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,” said Cifer Ong, Managing Director, Strategy and Partnerships, Grab Singapore.

According to the statement, 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 new and exciting content.

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.

Aside from, diners can also connect with HungryGoWhere on its Facebook, Instagram and YouTube pages, as well as HungryGoWhere’s Telegram channel.

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