Laksa burritos? GYG turns up the heat for Singapore’s 60th

Guzman y Gomez (GYG) Singapore is turning up the heat on its ‘GYG Goes Local’ push with a new launch: Laksa barramundi. The dish blends the bold flavours of Mexican cuisine with one of Singapore’s most iconic staples.

Available from 15 July to 24 August 2025, the limited-time Laksa barramundi features tender pan-seared barramundi fillets topped with a creamy homemade laksa sauce, accented by freshly chopped laksa leaves. The dish also spotlights premium cold-pressed ‘White sutera’ coconut milk from The Coconut Club, giving the sauce a deeper flavour and velvety mouthfeel.

“As Singapore marks its 60th year, we wanted to celebrate the nation’s rich culinary heritage through our offerings,” said Adora Sarah Chou, director of marketing at GYG Singapore in conversation with MARKETING-INTERACTIVE. 

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“Singapore’s 60th anniversary has provided the perfect platform and timing for us to explore more local creations. But this isn’t just a one-off campaign tied to SG60 — the success and positive response we’ve seen this year has reinforced our belief that there’s a real appetite for these localised innovations, so you can expect to see more moving forward," said Chou.

Chou noted that the local flavour initiatives are also designed to spark creativity within GYG’s culinary team. “They challenge our chefs to push boundaries whilst maintaining GYG’s authentic identity, creating products that are unmistakably GYG but with a distinctive local twist that resonates with Singaporean palates,” she added.

The laksa barramundi follows the success of GYG’s chicken rendang earlier this year, which drew enthusiastic feedback and helped strengthen the brand’s belief in localised innovation.

According to Chou, the introduction of chicken rendang was met with enthusiastic feedback from both new and returning guests, as reflected in its customer satisfaction surveys, online reviews and social media.

As for driving awareness, GYG is leaning on grassroots buzz and authentic word-of-mouth. “Our approach to building awareness is quite grassroots and authentic,” Chou said.

“We enjoy cultivating genuine relationships with traditional media outlets and trusted influencers. Rather than simply pushing marketing messages, we invite food writers and influencers to experience our new menu items firsthand and share their honest opinions — this resonates strongly with Singapore’s discerning food culture," she added. 

In addition, social media remains central to the brand’s strategy, with daily fresh content and a focus on genuine engagement rather than just broadcasting.

Looking ahead, GYG will ramp up its digital transformation with the launch of the GYG App in early August.

The app will include ordering capabilities, a rewards programme, exclusive deals, restaurant locator and coffee challenges as part of the brand’s commitment to reinventing the fast-food experience with quality ingredients and digital convenience.

Guests can enjoy the laksa barramundi in any of GYG’s classics including burritos, bowls, tacos and quesadillas, with a SG$1 top-up, available at all GYG restaurants, via the GYG website, social ordering platforms and delivery partners.

With SG60 coming up, many F&B brands are tapping into Singapore’s rich food culture with limited-edition offerings inspired by local tastebuds.

Most recently, Starbucks made a bold move by permanently adding the Shiok-ah-ccino yuan yang coffee frappuccino, a Singapore-exclusive that blends Starbucks coffee, hojicha, creamy milk and java chips to its menu. 

Meanwhile, McDonald’s Singapore teamed up with homegrown seafood brand JUMBO Seafood to launch a national day menu that puts a fast-food spin on one of Singapore’s most iconic dishes: chilli crab.

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