What Mr Yum does

Mr Yum, founded in 2018 in Melbourne, Australia, is a mobile ordering and payments platform purpose-built for the hospitality industry. Following its November 2023 all-stock merger with rival me&u, the combined entity now operates under the me&u brand and serves more than 6,000 venues across Australia, the UK, and the United States, with a consumer footprint of over 25 million unique profiles and more than $2 billion in annual dining transactions processed. The platform's product surface spans four ordering modes (Order & Pay, Pay, Multi-vendor, and Hybrid), a Crew staff app for server-driven upsells, a Connect CRM module, and a Loyalty module, all unified by an AI-driven personalization layer branded as AI Menu Personalization.

The technology stack is cloud-based, modular, and exposed to customers through a set of enterprise APIs (POS API, Loyalty Connector API, Order Data API, and Data Ingestion API) that connect to 115+ third-party POS, reservation, loyalty, payment, and analytics platforms including Toast, Lightspeed, NCR Aloha, Micros, OpenTable, Resy, SevenRooms, Google Analytics, and Mailchimp. The proprietary AI layer ingests billions of ordering data points to deliver personalized menu rankings, real-time trending items, taste-based sorting, and intelligent upsell and cross-sell suggestions that venues report drive measurable increases in per-head spend (e.g., National Hotel's 300% cocktail sales uplift). A consumer-facing app, Spots by me&u, is scheduled to launch in 2026.

The business model combines subscription/transaction-based platform fees with payment processing economics on more than $2 billion in annualized dining GMV. GTM is dual-track: enterprise field sales targeting large hospitality groups and multi-site operators (logos include Australian Venue Co., Merivale, ALH, Solotel, Howard Smith Wharves, Toca Social, New World Trading Co, Funlab, Hawkes Brewing, and many others), paired with product-led self-serve onboarding for single venues. The company raised over A$100 million in total funding, headlined by an A$89 million Series A led by Tiger Global in November 2021, and reports revenue of $57.5 million in 2024 (up 71% year-over-year) and profitability in the second half of 2025.

Name

Mr Yum

Legal name

me&u

Website

https://mryum.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Mr Yum (now operating as me&u) is an AI-powered mobile ordering, payments, and CRM platform for the hospitality industry, serving 6,000+ restaurants and venues across Australia, the UK, and the US with 25 million consumer profiles and over $2 billion in annual dining transactions.

Ownership category

akta.pro rank

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Ordering & Payments Transaction Fees: Platform fees from mobile ordering and payments processing across venues. The combined platform processes over $2 billion in dining transactions annually.
2. Platform/Subscription Revenue: Revenue from platform access and features including CRM (Connect CRM), Loyalty tools, and AI menu personalization capabilities.
3. 2024 Financial Performance: Revenue growing 71% to $57.5 million in 2024, approaching first profit.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Mr Yum (operating as me&u following the 2023 merger) provides a modular mobile ordering, payments, and guest engagement platform for hospitality venues. Its core products enable guests to scan, order, and pay via smartphone across multiple service modes (Order & Pay, Pay, Multi-vendor, Hybrid), supported by AI menu personalisation, CRM, loyalty, and staff upsell modules, and integrated with 115+ POS and hospitality technology partners.

Product overview

Mr Yum (now operating as me&u following the 2023 merger) is a modular hospitality ordering and payments platform consisting of core ordering modules (Order & Pay, Pay, Multi-vendor, and Hybrid service modes) plus add-on growth tools (Connect CRM for guest data management, Loyalty for rewards programs, and Crew for staff upsells). The platform processes over $2 billion in dining transactions annually across 6,000+ venues in multiple countries, powered by AI menu personalisation capabilities and enterprise APIs. The combined entity also includes the consumer app Spots (launching 2026) and formerly incorporated MyGuestlist (acquired 2022, CRM hospitality and marketing company).

Differentiator

Problem solved

Functional benefit

Products and services

• Order & Pay Mobile ordering and payments platform enabling guests to scan, order, and pay directly from their smartphones at restaurants and venues.
• Pay Mobile payments solution allowing guests to settle bills and make payments through the platform without full ordering functionality.
• Multi-vendor Food hall ordering solution enabling guests to order from multiple vendors with a single payment transaction.
• Hybrid Combined guest and server ordering and payments solution supporting both self-service mobile ordering and traditional staff service.
• Crew & Staff Upsells Staff app that empowers servers with upsell tools and real-time guest experience management capabilities on the fly.
• Connect CRM Guest data and CRM platform built for hospitality brands to create lasting relationships with guests while increasing engagement, retention, and revenue.
• Loyalty Rewards and loyalty program module to boost repeat visits with incentives that guests actually care about.

Quantifiable outcome

• Cocktail sales increased by 300% compared to table service
• +5 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration29 records

AI capability7 records

Feature11 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Velocity Frequent FlyercoreGTM or Marketing Partner · 29 November 2023Exclusive partnership with Velocity Frequent Flyer allowing guests to link accounts and earn Velocity Points or Pay with Points at thousands of venues nationwide. This loyalty rewards integration enhances guest engagement and repeat visits.
• MyGuestlistminorStrategic or Co-development PartnerMr Yum acquired MyGuestlist, a CRM hospitality and marketing company based in Melbourne in May 2022, to accelerate product development and enhance personalized experiences for hospitality venues globally.
• me&ucoreStrategic or Co-development PartnerMr Yum and me&u completed an all-stock merger in November 2023 to become a global leader in hospitality ordering and payments. The merged entity serves over 6,000 venues with 25 million users and processes over $2 billion in dining transactions annually.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Olo: US-listed digital ordering platform serving restaurant chains with similar mobile ordering, delivery, and guest data capabilities. Closest public comp for me&u's ordering-and-payments core.
• Bbot: QR-code and mobile ordering platform for hospitality venues with similar self-service ordering and payment features, targeting multi-unit operators in the US.
• ChowNow: Direct-to-consumer online ordering platform for independent restaurants. Overlaps with me&u's Order & Pay offering, particularly for single-location and SMB venues.
• SevenRooms: Hospitality CRM, guest data, and marketing automation platform. Comparable to me&u's Connect CRM and loyalty modules and is already an integration partner.

Broad incumbents

• Toast: Restaurant POS platform with native online ordering, payments, and marketing tools. Competes with me&u both as an integrated incumbent and as a key POS integration partner.
• SpotOn: Restaurant commerce platform offering POS, online ordering, payments, and marketing tools. Comparable broad incumbent with overlapping capabilities across the hospitality stack.
• Lightspeed Restaurant: POS and commerce platform for restaurants with ordering and payments features. Acts as both a competitor (native ordering) and an integration partner for me&u.
• TouchBistro: iPad-based restaurant POS with ordering, payments, and guest management features. Overlaps with me&u's multi-vendor and full-service restaurant use cases.
• Square (Block): Payments and commerce platform for SMBs with built-in restaurant ordering and POS. Significant competitor for transaction-based revenue at the SMB end of me&u's market.

Emerging players

• Deliverect: Order and delivery management platform that connects restaurants to third-party delivery marketplaces and POS systems. Adjacent competitor with overlapping POS integration ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mr Yum