What HungyGoWhere does

HungryGoWhere is a Singapore-focused food editorial portal operated by the Grab Group (Grabtaxi Holdings Pte Ltd / Grabcar Pte Ltd). It publishes restaurant reviews, new-opening news and curated guides organised by location (Tanjong Pagar, Bugis, CBD, Central, East, Orchard/Somerset), cuisine (Korean, Japanese, Local, Italian, Desserts, Spanish) and occasion (Date Nights, Brunch, Takeaway & Delivery, Afternoon Tea). The site is built on a WordPress CMS with deep tag-based indexing (e.g., 598 articles tagged Central, 139 Coffee, 58 Chinatown) and an editorial team of approximately a dozen named in-house writers plus a Deputy Editor (Foo Jia-En, ex-Wine & Dine). Content is amplified via branded accounts on Instagram, Facebook, TikTok and Telegram.

The platform's core commercial logic is its integration into the Grab super-app: every article embeds onelink.me deeplink widgets that route readers into GrabFood delivery, GrabFood Dine-in deals, Grab Dine Out vouchers and Grab Ride bookings, converting editorial reading into marketplace transactions. Monetisation is therefore primarily through Grab marketplace referral economics, supplemented by hosted tastings and outlet-exclusive content arrangements with Singapore F&B operators (e.g., Kott-Don 360, Casa Mori, Wingstop). The site is free-to-read with no subscription, no public pricing and no ad disclosures; it does not offer a consumer app, public API or developer-facing integrations.

Geographically the property is overwhelmingly Singapore-centric, with select regional features (e.g., Melaka, Malaysia) signalling modest cross-border experimentation. Operationally it functions as a marketing and content arm of the Grab ecosystem rather than an independent commercial entity: corporate, legal and revenue signals are absorbed into Grab Group entities, and no equity, funding, cap-table or standalone financial disclosures exist for HungryGoWhere specifically. The Terms of Use were last modified on 25 April 2022 and the site is governed by Singapore law.

Name

HungyGoWhere

Legal name

Grabtaxi Holdings Pte Ltd

Website

https://hungrygowhere.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

HungryGoWhere is a Singapore-focused food editorial portal operated by the Grab Group that publishes restaurant reviews, new-opening news and curated dining guides for local diners, monetising primarily through GrabFood delivery, GrabFood Dine-in and Grab Ride referral widgets embedded in articles.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. GrabFood/Grab marketplace referral fees: Conversion of editorial readers into GrabFood delivery, GrabFood Dine-in and Dine Out Deals users via onelink.me deeplinks on each article, generating marketplace commissions for the Grab Group.
2. Grab Ride referrals: On-article 'Book a ride' widget linking users to Grab transport booking, generating referral/transaction economics for the Grab ecosystem.
3. Branded content / editorial coverage: Hosted tastings and outlet-exclusive features (e.g., 'This was a hosted tasting' on Casa Mori article; outlet-exclusive dishes covered for brands like Kott-Don 360, Casa Vostra, Wingstop) indicate branded/partnered content arrangements with F&B operators.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

HungryGoWhere is a Singapore-based food review and discovery website operated by the Grab Group. It publishes editorial food content including news, critics' reviews, and curated guides organized by location, cuisine, and occasion. Articles embed GrabFood and Grab Ride widgets that convert readers into delivery, dine-in, and transport bookings on the Grab super-app.

Product overview

HungryGoWhere is a single unified food-content website (a WordPress-based portal operated by the Grab Group) rather than a multi-product platform; the offering centres on the HungryGoWhere.com home/portal and is organised into discovery and editorial modules — "What to Eat" guides, "Food News" updates, "Critics' Reviews", and the "Locations", "Cuisines" and "Occasions" directories — which share the same content model and tagging system. Articles are enriched with Grab Ride / GrabFood / Grab Dine Out conversion widgets and amplified through the HungryGoWhere social channels on Instagram, Facebook, TikTok and Telegram.

Differentiator

Problem solved

Functional benefit

Products and services

• HungryGoWhere.com Food Discovery Portal

Quantifiable outcome

• Large searchable content library — 598 results for the Central tag alone, 139 for Coffee, 58 for Chinatown, 37 for Somerset, 29 for Peranakan, 24 for Takeaway, 15 for Vegetarian
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Burpple: Singapore-based food discovery platform combining user-submitted reviews, photos and restaurant listings. Most direct functional peer to HungryGoWhere in Singapore, though its model is UGC-driven whereas HGW is editorially driven.
• Seth Lui: One of Singapore's largest independent food and lifestyle publications, with named writers, restaurant reviews and curated guides. Closest independent editorial peer to HungryGoWhere in the Singapore food-media space.
• Daniel Food Diary: Long-running Singapore food blog covering new openings, reviews and food news, with a strong personal-brand-led editorial voice. Directly comparable to HGW in audience, format and Singapore focus.
• Eatbook.sg: Singapore food media outlet covering new openings, reviews and F&B news with a strong social video presence. Comparable editorial scope and Singapore-only geographic focus.
• Miss Tam Chiak: Established Singapore food blog with a personal-brand editorial voice covering hawker stalls, cafes and restaurants. Comparable in editorial depth and Singapore diner audience.
• TheSmartLocal: Singapore digital media publisher covering food, lifestyle and things to do, with a strong social presence. Comparable audience and Singapore-first editorial model, with food as a major vertical.

Broad incumbents

• Time Out Singapore: Global city-guide media brand covering food, nightlife and things to do. Overlaps HGW on Singapore restaurant reviews and curated guides but operates as a broad lifestyle incumbent rather than a food-only specialist.
• Michelin Guide Singapore: Global restaurant-rating authority covering Singapore. Overlaps HGW on critical restaurant reviews but operates at the high-end/curated end of the market as a broad incumbent.
• Yelp: Global restaurant discovery and user-review platform. Comparable as a broad restaurant-discovery incumbent, though operating on a UGC model versus HGW's editorially-driven Singapore content.
• Tripadvisor: Global travel and restaurant review platform with strong organic search presence. Comparable as a broad-incumbent restaurant discovery and review destination, though global in scope versus HGW's Singapore focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HungryGoWhere
• Instagraminstagram.com/hungrygowhere
• TikToktiktok.com/@hungrygowheresg
• Xx.com/HungryGoWhere

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HungyGoWhere