JBFoodies
ABOUT JBFOODIES

Good food.
Better value.
Easier JB trips.

JBFoodies is a startup building a food-deal discovery platform for Singaporeans and Malaysians exploring Johor Bahru. We bring affordable offers and restaurant information together to help diners spend less time searching and more time enjoying their trip.

Join our JBFoodie Telegram!
FOR DINERS

Find food that fits
your plans.

Our priorities are affordable deals, good restaurant discoveries, current offers and easier trip planning—all in one place.

We plan to help diners browse by location, budget, cuisine and cravings, from Japanese and Chinese food to Malay favourites. Halal-certification information is also part of our planned discovery experience.

We are at the startup stage. The website currently shows demo offers while we seek our first restaurant partners; the full range of filters and live partner offers is still being developed.

OUR LISTING COMMITMENT

Trust starts
before a deal goes live.

For each first-time restaurant partner, our planned onboarding includes an in-person outlet visit to assess cleanliness, food quality and whether the business meets our listing standards. These visits inform our selection; they are not an official food-safety or halal certification.

Before approving an offer, we will confirm its price, expiry date, conditions and participating outlet with the restaurant. Incorrect offers will be taken down for review, and expired offers will leave active listings.

Our intended history policy keeps used offers in the restaurant’s records and the customer’s account. Claiming an offer and redeeming it are separate actions: only restaurant-verified redemptions count towards Foodie Ranks.

FOR RESTAURANT PARTNERS

Reach diners
planning their next meal.

We aim to give restaurants a cost-efficient way to promote deals to people actively exploring where to eat in JB. Our proposed model includes subscriptions and one-time promotional campaigns.

Partners will receive deal promotion and campaign reporting on popular offers and booking-link clicks. A click shows interest; it does not confirm a booking or sale.

We also plan to share upcoming holidays and special dates that may influence visitor demand, helping partners prepare their promotions and operations. These are planning signals, rather than guaranteed visitor numbers or sales.

OUR FIRST-YEAR AMBITIONS

Start in JB.
Build for more.

50–100 active restaurant partners. 20,000 Telegram members. These are our first-year targets, not current results.

Over time, we hope to expand across Asia and connect food deals with restaurant discovery, bookings and travel planning. We aspire to collaborate with travel platforms such as Trip.com to reach more diners worldwide; no such partnership is currently in place.

We are actively seeking restaurant partners and investment to help develop the platform and grow our community.

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WHAT GUIDES US

Good deals start with good values.

Trust

Clear offer details and honest information.

Affordability

Good food and worthwhile value for more diners.

Fairness

Deals that work for diners and restaurant partners.

OUR FOUNDER’S STORY

The person behind
JBFoodies.

Good food, shared moments
and a reason to build something.

Three friends together with a clapboard and flowers
Reuben Wong, founder of JBFoodies

Reuben Wong

Founder, JBFoodies
01 / 04

Reuben Wong

FOUNDER, JBFOODIES

JBFoodies began with a question I kept asking whenever I crossed the border: “What should we eat?”

A little bit into Reuben’s background

A dream with family
at its heart.

Affordability matters to me personally.

I grew up with limited means. After my parents divorced, my grandmother raised me, and many of the things I used—including schoolbooks—were passed down from my uncles and cousins. Growing up that way taught me to appreciate what I had and understand how much careful spending can matter.

I looked up to my second uncle, who ran his own business. Watching him gave me a dream of building something of my own and creating more choices for my family.

Today, that dream has a very personal meaning. I want to help my mother retire and take her and my grandmother to places they have never had the chance to explore. I want to sit beside them, share good food and give them experiences I have spent years hoping we could have together.

That is part of what keeps me going as I build JBFoodies.

THE TRIPS THAT STARTED IT

A day out.
A familiar disappointment.

On 23 January 2026, I went to Johor Bahru with a close friend. We wanted a day of go-karting, good food and time together.

When it was time to choose somewhere to eat, I searched “JB food reco” on TikTok. Suddenly, there were more choices than I knew what to do with. One video caught my attention with a promotion, so we decided to try it.

When we arrived, we found out the promotion had already ended. The price was different from what we had expected.

We had planned around something that was no longer available. For a trip that was supposed to be enjoyable, it was a disappointing experience.

Then, in early April, I visited JB with a group of friends I knew through volunteering. We spent the day having fun and headed to Mount Austin for an escape room. Before going in, we wanted to eat. We were tired and hungry, and one of our friends was Muslim, so we needed somewhere suitable for everyone.

We struggled to find a halal option nearby. In the end, we went without the meal we had hoped to share and returned to Singapore.

That experience stayed with me. When you travel with friends, everyone should be able to enjoy the day—including sitting down for a meal together.

THE IDEA

The platform
I wished I had.

After those trips, I started spending more time researching before each visit. I searched TikTok, Lemon8, Instagram and Telegram, moving between posts to work out where to go, what we could afford and whether the information was still useful.

There were plenty of recommendations. But putting everything together took time, and I still found myself wondering: Is this promotion available? Is this place suitable for everyone? Will we arrive and discover something different?

Eventually, I decided to build the platform I wished I had.

That became JBFoodies.

My hope is to bring food deals together in one place, with clear information that helps people choose where to eat with greater confidence. I want friends planning a weekend away, families watching their spending, and people exploring JB for the first time to spend more of their trip enjoying themselves.

STARTING IN JB. THINKING BEYOND.

A bigger table
for the future.

I also want this platform to help restaurant owners reach people who would love their food but might never discover them. A restaurant can become someone’s favourite place simply because they finally had a reason to walk through its doors. I hope JBFoodies can help make those introductions.

We are still at the beginning. There is work to do, trust to earn and plenty to learn. My ambition is to build something useful here in Johor Bahru, then one day bring that same purpose to more places across Asia.

For now, I am starting with a problem I know personally—and a belief that a good meal should be easier to find and easier to enjoy with the people who matter to us.

Explore cheap, explore mind free.

— Reuben Wong, Founder of JBFoodies

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