GIRL GOTTA EAT: THE DIGITAL ACE
A Food Lover Becomes Tremendous Influencer
By Bisma Zahra
By Bisma Zahra
Meet Riffat Rashid (aka, Girl Gotta Eat) who isn’t just a foodie but also a digital pioneer. She is the founder of Hot Beverage and Hungry.pk in Karachi, where she shares her culinary skills and insights as an influencer and marketer.
In her interview, she shared her journey, emphasizing her preference for food that isn’t overloaded with extra toppings, like croutons that can mask the dish’s true essence. On her website, Hunger in Karachi, she posts recipes, recommendations, and menus from various restaurants.
Hot Beverage, her small digital marketing agency established six years ago, caters primarily to food brands in Karachi like Evergreen and Floc. She manages social media for these brands, leveraging her early adoption of social platforms to build a loyal following.
“Hungry in Karachi is more than a food guide.”
Riffat Rashid explains, highlighting the website’s role in providing reliable information amidst the uncertainty of social media. She started food blogging when it was still niche, using Facebook as her main platform while Instagram was primarily for photos. Despite initial skepticism from digital marketing peers who said,
“Your work is good, but nobody will pay you,”
Her early success inspired her to expand into social media management for food businesses—a venture that has grown with a dedicated team handling various client accounts. When discussing Karachi’s culinary scene, Riffat Rashid praises its diversity and richness, contrasting it favorably with American cuisine. She admires Irfan Junejo for his loyal audience and cinematography, finding inspiration in his content’s impact.
“Irfan’s audience is most of the loyal ones I have seen.”
Her own journey reflects a passion for exploring Karachi’s cultural food mix, though she dreams of exploring the cuisine of interior Sindh in the future.
She champions Karachi Street food as “All in one city” as underrated, noting its simplicity, affordability, and deliciousness often overshadowed by more upscale dining options. Despite receiving offers of free food for reviews, she emphasizes the value of honest criticism and integrity in her content.
In her view, the internet offers ample space for diverse voices and approaches, rejecting the notion of competition among bloggers. She values camaraderie with fellow creators like Hadia Noor, appreciating their unique perspectives and contributions to digital media.
Riffat Rashid’s journey underscores the power of passion and perseverance in achieving success as a content creator. Her story is a testament to the importance of dedication and authenticity in realizing one’s dreams.
