Appetite

What Appetite does

Appetite (legal entity TOJA. TJ Ltd, Company No. 12063786) is a UK-based, mobile-first restaurant discovery platform operating a dual-sided marketplace. The consumer product is an iOS and Android app that helps foodies discover, save, share, and book restaurants through friend-driven recommendations, social feeds, and neighbourhood-level discovery, with booking functionality powered by OpenTable and cloud infrastructure hosted on DigitalOcean. The platform does not build its own reservation engine; OpenTable handles all transactional bookings via redirected links.

On the supply side, Appetite for Business is a B2B portal targeting independent UK restaurants, cafés, and bars, with particular density in London neighbourhoods such as Dalston and Hackney. Revenue is generated through two mechanisms: a publicly disclosed restaurant subscription (Appetite Premium at £14.99 per venue per month) that unlocks analytics, curated placement, and Neighbourhood Club participation, and performance-based campaign pricing for Perks (formerly Drops) promotions that drive measurable covers and footfall. The Neighbourhood Clubs, currently the Dalston Club (launched April 2025) and the Hackney Club, are the company's signature retention and partnership-acquisition vehicle, binding local diners to specific independent venues through events, shared perks, and curated community programming.

The company is privately held and UK-domiciled, with no disclosed institutional investors or parent company. A single $2 million funding round was raised in July 2023. Operations are concentrated in London with national reach across UK diners; no international expansion is indicated. Coverage in TechCrunch, Sky News, Condé Nast Traveler, Hello! and Metro, combined with active organic social on TikTok and Instagram, supports a primarily product-led and community-led go-to-market, supplemented by a sales-led motion for restaurant acquisition.

Name

Appetite

Legal name

TOJA. TJ Ltd

Website

https://appetiteapp.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Appetite is a UK mobile restaurant discovery app and B2B platform that connects independent restaurants and foodie diners through friend-driven recommendations, neighbourhood clubs, and performance-marketing campaigns, monetising via restaurant subscriptions and campaign fees.

Ownership category

akta.pro rank

Product category

Restaurant Discovery Platform

NAICS

Restaurants and Other Eating Places (7225), Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro industry

PRIMARYBPAMAIAK

Restaurant Reservations & Dining Booking Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Travel, Mobility & Booking Platforms

Keywords

• Restaurant discovery app
• Social dining platform
• Restaurant marketing tools
• Neighbourhood loyalty programs
• Dining booking integration

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Appetite Premium (Restaurant Subscription): Monthly subscription for restaurant partners providing access to analytics dashboard, ability to create Perks/Drops campaigns, listing in curated sections, and participation in Neighbourhood Clubs. The base tier is priced at £14.99 per month per venue.
2. Campaign Performance Marketing for Restaurants: Restaurants pay for promoted campaigns (Perks, Drops) that drive measurable bookings and footfall. These campaigns are tracked for ROI with metrics like covers generated and revenue added. Campaigns have demonstrated high ROI (e.g., 1000%+ ROI, £22k added to partner revenue, £33k extra annual revenue potential from single campaigns).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Appetite is a mobile-first social dining platform that helps UK consumers discover, save, share and book restaurants through friend-driven recommendations and exclusive perks, with an integrated OpenTable booking flow. Through Appetite for Business, the company also sells restaurant partners a subscription analytics dashboard, campaign management tools (Perks), and Neighbourhood Club participation to drive footfall and local loyalty.

Product overview

Appetite is a dual-sided UK dining app combining consumer-facing restaurant discovery with B2B restaurant marketing tools. The consumer app enables foodies to discover, save, share and track restaurants through friend-driven recommendations, with integrated OpenTable booking. Appetite for Business provides restaurants with analytics, campaign management, and access to the Neighbourhood Clubs (Dalston Club, Hackney Club). The platform also offers Perks (formerly Drops) - exclusive offers that drive footfall without brand discounting - all powered by a foodie-powered community that shares and recommends real dining experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Appetite Consumer App Free social dining app for UK foodies that helps users discover, save, share, track and book restaurants via friend-driven recommendations, restaurant profiles, and integrated OpenTable booking. Available on iOS (14+) and Android (6.0+).
• Appetite for Business B2B platform for independent UK restaurants providing analytics dashboards on diner behaviour, campaign and Perks/Drops creation tools, curated listing placement, and access to high-intent local diners discovering places to eat on the consumer app.
• Appetite Premium
• The Dalston Club Neighbourhood-based community loyalty programme for Dalston that pairs independent restaurants, cafés and bars with nearby diners, enabling local discovery, shared events and perks.
• The Hackney Club Neighbourhood-based community loyalty programme for Hackney that connects independent venues with nearby diners through events, specials and shared perks.

Quantifiable outcome

• Restaurant partners achieve 1,000%+ ROI on campaigns, with specific documented outcomes of £22k added revenue and £33k annual revenue potential from single campaigns.
• +5 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• OpenTablecoreTechnology or IntegrationOpenTable provides the online restaurant booking functionality integrated into the Appetite app and website. When users click booking links, they are redirected to OpenTable's reservation system. OpenTable International Limited is based in London and uses servers outside the UK, with privacy compliance under the UK Extension to the EU-U.S. Data Privacy Framework.
• DigitalOceancoreTechnology or IntegrationDigitalOcean provides cloud server and hosting infrastructure for Appetite's operations. Data transfers to DigitalOcean are covered by UK International Data Transfer Agreements. DigitalOcean may transfer data to sub-processors globally under contractual protections.

Scale indicators17 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• OpenTable: Global restaurant reservation platform providing online booking functionality. Appetite's booking feature is powered by OpenTable integration, and they compete directly for restaurant partner relationships and diner mindshare in the UK.
• TheFork: European restaurant booking platform (Tripadvisor-owned) operating across multiple EU markets with restaurant reservation, promotion, and discovery features — directly comparable model to Appetite's dual-sided platform.
• Resy: Restaurant reservation platform (American Express-owned) focused on premium and independent restaurants with strong consumer brand. Comparable in serving independent restaurants with high-intent diners in urban markets.
• DesignMyNight: UK restaurant and nightlife booking platform serving London and other UK cities. Directly comparable UK-focused competitor targeting similar independent venue and diner segments.
• Tock: Reservation and experiential dining platform (Square-owned) serving restaurants with booking, ticketing, and CRM tools — comparable dual-sided restaurant booking and marketing platform.
• Quandoo: International restaurant booking platform operating across Europe and Asia with restaurant discovery and reservation functionality — comparable platform serving independent restaurants and diners.
• SquareMeal: UK restaurant guide and booking platform covering London and UK cities. Comparable in targeting independent and chain restaurants for discovery, reviews, and reservations in the UK market.

Broad incumbents

• Yelp: Established restaurant discovery and review platform with global presence. While broader than Appetite (covering many business categories), it competes for the same diner restaurant-discovery intent and restaurant marketing budgets.
• Tripadvisor: Global travel and restaurant review platform with massive consumer reach. Competes with Appetite for restaurant discovery attention, particularly from travellers and diners researching UK restaurants.
• Instagram: Social media platform where restaurants and foodies share visual content. Increasingly functions as restaurant discovery for younger diners and offers friend/social signals similar to Appetite's core proposition at massive scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/appetite-app

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors

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

M&A

Investments

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

Frequently asked questions about Appetite