“Can a commission-free direct-ordering OS give restaurants back their customer data and margins while aggregating enough transaction volume to embed financial services on top?”
Founded in 2020 by ex-Google employees as a QR code feedback and loyalty survey tool for restaurants. Pivoted to become a full direct-to-consumer ordering platform, enabling restaurants to launch branded webshops with 0% commission and automated delivery via third-party logistics partners (Uber, DoorDash, Grab, Foodpanda, Lalamove). Expanded from Singapore to the Philippines (via Xendit), Australia, and beyond, targeting the structural problem of third-party delivery apps extracting 20–40% commissions and owning customer data. The embedded finance angle centers on payment acceptance (Xendit in PH) and a GCash marketplace distribution partnership, with the broader play being a restaurant operating system that owns the customer relationship end-to-end.