Hungry Hub Accelerates Expansion into Malaysia, Reinforcing Its Position as the Leading OTA for Restaurants . Launches New “Dynamic Pricing” Feature to Transform the Competitive F&B Market. Presents Red Table Awards 2025 to Honor Outstanding Restaurant and Hotel Partners
Hungry Hub, Thailand’s leading one-stop online platform for restaurant and hotel reservations, hosted the prestigious “Hungry Hub Red Table Awards 2025” to recognize and celebrate its top restaurant and hotel partners for delivering exceptional guest experiences throughout the year. The event featured an impressive lineup of 48 distinguished awards, covering every category—from Best Chain Restaurant and Best Rooftop Restaurant to Best Fine Dining and the Rising Star Award. This year also introduced new milestone recognitions for partners achieving cumulative sales of 50 million and 100 million baht via Hungry Hub.
In addition, the company announced its 2025 achievements and strategic direction toward becoming a global Online Travel Agent (OTA) for restaurants, with plans to expand into Malaysia by the end of the year, alongside the launch of a new feature: Demand-Based Dynamic Pricing, positioned as a novel tool to ensure sustainable sales growth for its restaurant partners.
Mr. Surasit Sachdev, Chief Executive Officer of Hungry Hub, discussed the inspiration behind the “Hungry Hub Red Table Awards 2025,” stating that the event serves to recognize and honor partners who have played a crucial role in creating outstanding dining and service experiences. This year, the awards selection process continues to emphasize rigorous and meticulously chosen criteria, primarily based on the highest booking volume within each restaurant category throughout the past year, encompassing over 2,500 partner restaurants and hotels. Furthermore, Hungry Hub has introduced a special new category this year: the Milestone Award, designed to celebrate restaurant partners who have achieved cumulative sales of 50 million and 100 million Baht since initiating their partnership with Hungry Hub.
“Beyond celebrating the achievements of our restaurant partners, these two awards serve as a testament to Hungry Hub’s effectiveness as a platform for boosting restaurant sales. This success instills confidence in both our existing partners and prospective new businesses looking to collaborate with Hungry Hub, further driving the food and hospitality industry forward.”
The event also featured the presentation of over 48 awards across 10 categories, covering every dimension of the food and hospitality industry, including:
• Best Chain Restaurant Awards: Honoring restaurant chains that consistently maintain the highest operational standards.
• Best Rooftop Restaurant Awards: Recognizing establishments that offer an elevated dining experience with superior views.
• Best Fine Dining and Course Menu Awards: Celebrating luxury dining and meticulous attention to detail.
• Best Hotel Restaurant Awards: Awarded to hotel-based restaurants that demonstrate exceptional service quality and dining experience.
• Best Tourist Destination Restaurant Awards: Recognizing restaurants that are must-visit locations for travelers.
• Best Buffet Restaurant Awards: Honoring buffet restaurants that maintain the highest standards and offer diverse culinary presentations.
• Restaurant Rising Star Awards: Celebrating restaurants with rapid growth and outstanding potential in the industry.
• Hungry Hub 100 Million Baht Milestone Award: Honoring restaurant partners who have achieved 100 million Baht in sales.
• Hungry Hub 50 Million Baht Milestone Award: Honoring restaurant partners who have achieved 50 million Baht in sales.
• Top Performance Blogger Awards: Recognizing bloggers with exceptional work and popularity within the food and travel spheres.
Notable award-winning establishments included Copper Beyond Buffet, Charoen Rung Rueang, Great Harbour International Buffet, Kimpton Maa-Lai Bangkok, Hotaru 119 Omakase, Vertigo Rooftop, and Oishi Eaterium. The event saw the participation of over 300 partners from leading restaurants and hotels, such as Audrey Cafe, Saneh Jaan Restaurant, Bangkok Marriott Hotel Sukhumvit, and Jim Thompson, A Thai Restaurant, as well as renowned food bloggers, including “Cheur Goo Goo Daek Ma Laew”, “Ngern Ja Kor La Gon – Goodbye Money”, and ” Kung Jung Talon Kin”( Eat Like Kung Jung), among many others.
Unveiling Hungry Hub’s 2026 Roadmap: Spreading Wings to the Regional Level
Regarding the 2026 strategy, Mr. Surasit reaffirmed that Hungry Hub remains committed to evolving into a global Online Travel Agent (OTA) for restaurants. Following a successful market expansion into Singapore last year, the company managed to grow its restaurant partnership network to 250 establishments within a single year. Sales generated for Singaporean restaurants are projected to reach 20 million Baht and are expected to hit 100 million Baht next year. For the end of this year, the company is set to expand into the Malaysian market, where it currently has approximately 50 partner merchants. The goal for next year is to expand the business into 2–3 additional countries. This international expansion strategy is not only crucial for creating a powerful Network Effect to ensure robust business growth, but also represents a significant step in Hungry Hub’s transition from a Thai company to a future regional enterprise.
In addition to its international expansion plans, Hungry Hub is launching two new features this year designed to enhance the user experience. The first is the Multi-currency Display feature, which allows tourists to view prices in their own currency, making booking decisions more convenient and straightforward by eliminating the need for manual currency exchange calculation. The second is the Demand-Based Dynamic Pricing feature, which enables restaurant owners to set prices in response to customer demand. Examples include implementing price increases based on the number of seats booked (e.g., a 5% increase for every 10 seats) or adjusting prices during festive periods (such as Valentine’s Day or Songkran). Furthermore, an AI system is integrated to recommend price adjustments, giving owners the option to allow the AI to adjust prices automatically or to manually approve the suggested changes.
“Dynamic Pricing is a feature that breaks down the traditional limitations faced by restaurants, allowing for flexible pricing that can be adjusted daily, hourly, or even minute-by-minute. This mechanism is similar to booking flight tickets or accommodation: during peak periods when demand is high, prices also increase. I believe that applying this to the restaurant industry will significantly enhance opportunities for sales growth and effective demand management. For instance, Michelin-starred restaurants or venues with consistently full bookings can choose to implement a 30% price increase for the final 10 available seats, thereby capitalizing on high demand. Conversely, on a Friday where 50 seats are typically booked, if only 10 seats are reserved due to rain, the restaurant can decrease prices to attract more customers.”
Mr. Surasit also stated that Hungry Hub currently boasts 2,200 partner merchants in Thailand and aims to increase this number to 3,000 nationwide next year. Furthermore, despite the food business facing various challenges in the past year, Hungry Hub was still able to help its restaurant partners generate over 4 billion Baht in revenue and maintain a robust user base of over 1 million application users per month. Currently, international customers account for nearly 30-40% of sales, with the main customer base originating from Asian countries such as Hong Kong, Singapore, South Korea, Malaysia, and Taiwan.
“Hungry Hub’s crucial future milestone is to become a Thai company that achieves regional growth as an Online Travel Agent (OTA) for the restaurant sector. Our mission extends beyond simply facilitating restaurant bookings; we are committed to elevating the dining and travel experience to align with the modern traveler’s lifestyle. We aim to create a seamless, world-class journey for dining and travel through continuous collaboration with both domestic and international partners, forging connections and providing services that meet the needs of today’s tourists.”
