Abang Western Power captures hearts on Twitter with GrabFood selfie menu

Who knew selfies would be such a good marketing strategy!

Nurul Mardhiah

I like chewing ice.

Published: 28 April 2022, 5:52 PM

A Muslim-owned Western restaurant, Abang Western Power, gained traction after a tweet about the restaurant’s GrabFood menu went viral. 

The tweet, posted on Apr 26 by user @liluzispurt, has garnered over 1,600 retweets and 4,100 likes. It read: “Grab Food got the best hidden gems, bc (because) why is there a selfie on this menu?”. 

Accompanied by several crying emojis – presumably tears of joy – the tweet added: “Boleh order abang ke? (Can we also order the abang?)” 

Where most of the items on the Grab Food menu for the restaurant were accompanied by pictures of the food, two of it – the 4pcs All Beef Sliders Set with Cheese Fries and 12pcs Spicy Sambal Wing – had selfies of its employees with the food attached instead. 

The first photo shows one of the employees with a wide smile while preparing a dish – perhaps an indication that the food was prepared with joy –  with his colleague. Another photo showed the same employee fully focused on adding the finishing touch to a plate of spicy sambal wings, in Salt Bae’s signature pose. 

If you were wondering, the ‘abangs’ are not part of the menu.   

Most users were commenting under the Twitter post about how they were entertained by the photos and thought that it was a smart marketing strategy. 

A user, @nuriishii, replied to the post in Malay: “How are you guys so smart to think of a marketing strategy like this?”

Another user, @dulc3b3a, commented in Malay: “This promotion is so cute.” 

A few uptight netizens, however, disagreed and thought that the restaurant was not using the GrabFood platform appropriately. 

One tweet said: “An actual close-up photo of the food would be much more helpful. This is just annoying.” 

Abang Western Power is located at 340 Ang Mo Kio Avenue 1, Singapore 560340. It is open from 11.30pm to 1am from Tuesday to Saturday and 3pm to 1am on Sundays. The restaurant provides islandwide deliveries on the GrabFood app. 

You may like these