Foody
Foody is a Vietnam-based restaurant discovery and review platform connecting 38+ million users with 334,000+ dining establishments nationwide. The mobile-first platform offers user reviews, photos, reservations, and delivery integration through ShopeeFood, monetizing via restaurant partnerships and advertising.
- Company typePrivate
- Founded2012
- HeadquartersHo Chi Minh City, Vietnam
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Foody does
Foody is a Vietnam-based restaurant discovery and review platform founded in 2012 and headquartered in Ho Chi Minh City. Operating as a private joint-stock company (Công Ty Cổ Phần Foody) under the regulatory oversight of Vietnam's Ministry of Information and Communications, Foody serves both individual diners seeking to discover restaurants, cafes, bakeries, and entertainment venues, and restaurant merchants seeking online visibility and customer acquisition. The platform reaches 334,384 listed dining locations nationwide, 38.6 million unique visitors, 1.48 million user reviews, 10.2 million uploaded photos, and 24.6 million user-curated collections, supported by dedicated applications on iOS, Android, and Windows Phone.
The core technology stack centers on a mobile-first discovery and review platform with social login integration (Facebook, Google, Yahoo), payment processing through CyberSource and Sacombank, and a delivery partnership with ShopeeFood. The platform includes an E-Card tiered membership system (Standard, Gold, Premier), a point-based reward system with Tier 1-4 restaurant quality gradations, table reservation, in-restaurant self-ordering, voucher/coupon mechanics, and collection bookmarking. The Now.vn sub-brand was launched as a dedicated food delivery operation and has been merged into the ShopeeFood ecosystem, reflecting operational consolidation under Sea Group ownership. The company maintains a national office footprint spanning 15+ Vietnamese cities including HCMC, Hanoi, Da Nang, Hai Phong, Can Tho, Nha Trang, and Hue.
Foody's revenue model combines marketplace commissions from restaurant partners, affiliate/referral fees from ShopeeFood delivery transactions, and advertising/promotional placements. The consumer-facing platform is free to users, with monetization concentrated on the merchant side through B2B restaurant partnerships and cross-platform delivery commissions. The company has historically been backed by CyberAgent Capital, GITPx, Pix Vine Capital, Sea Group, and Tiger Global Management, and operates with a 501-1000 employee base under founder and CEO Đặng Hoàng Minh (Minh Dang), with co-founder and CTO Dai Nguyen.
Foody firmographics
Firmographics- Name
- Foody
- Legal name
- Công Ty Cổ Phần Foody
- Website
- http://www.foody.vn/
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Foody is a Vietnam-based restaurant discovery and review platform connecting 38+ million users with 334,000+ dining establishments nationwide. The mobile-first platform offers user reviews, photos, reservations, and delivery integration through ShopeeFood, monetizing via restaurant partnerships and advertising.
- Ownership category
- akta.pro rank
Foody industry classification
Industry- Product category
- Online Food Delivery Marketplace
- NAICS
- Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Restaurant Reservations & Dining Booking Platforms (BPAMAIAK)
- akta.pro secondary industries
- Dining Reservations & Restaurant Booking (HSACALAF), Restaurant Meal & Prepared Food Delivery (CRAFAFAB)
Keywords
Where Foody is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices16 records
Markets served
Foody business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Restaurant Partner Services: Foody generates revenue by partnering with restaurants who list on the platform, with services including online presence, ordering integration, and promotional placement
- Food Delivery Integration: Integration with ShopeeFood for food delivery services, likely generating referral or commission revenue from delivery transactions
- Advertising and Promotions: Restaurant partners can purchase promotional placements, vouchers, and advertising within the platform
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Foody product offering
Product offeringCore offering
Foody operates a culinary social network and restaurant discovery platform in Vietnam where users can search for restaurants, cafes, bakeries, and entertainment venues, read and post reviews, upload photos, save places into personal collections, make table reservations, and order food delivery through ShopeeFood integration. The platform also provides a tiered E-Card membership system (Standard, Gold, Premier) with point-based rewards and discounts at partner restaurants, alongside promotional voucher and coupon programs for merchants.
Product overview
Foody is Vietnam's leading culinary-focused social network and restaurant discovery platform. The core product is Foody.vn, a website and mobile app (iOS, Android, Windows Phone) that enables users to discover, review, and rate dining establishments. The platform integrates with ShopeeFood for food delivery services. Related services include Now.vn for food delivery, E-Card for tiered membership benefits, table reservation booking, voucher/coupon systems, and a review/rating system where users can earn points. The platform also features collection bookmarking and self-ordering capabilities for in-restaurant use.
Differentiator
Problem solved
Functional benefit
Brands
- Now.vn: Food ordering and delivery platform launched as a successor to Foody's mission, now merged with ShopeeFood ecosystem
- ShopeeFood
Products and services
- Foody.vn Platform Vietnam's leading culinary social network and restaurant discovery website where users can search, review, and rate dining places including restaurants, cafes, bakeries, and entertainment venues. The platform also enables users to save favorite places into collections, access coupons and vouchers, and link to ShopeeFood for delivery ordering.
- Foody Mobile App Mobile application available on iOS, Android, and Windows Phone platforms enabling users to discover restaurants, make table reservations, order food delivery through ShopeeFood integration, and access E-Card membership benefits on the go.
- Now.vn Food Delivery Food delivery platform operated as a sub-brand of Foody that connects users with merchants and delivery partners for on-demand food and beverage ordering across Vietnam, now merged into the ShopeeFood ecosystem.
- E-Card Membership Program Digital membership card program on the Foody Mobile App providing tiered membership benefits (Standard, Gold, Premier levels) with exclusive discounts and special services at partner restaurants.
Quantifiable outcome
- 334,384 restaurant locations listed nationwide
- +2 more outcomes
Companies that use Foody
Customer profileSegments2 records
Ideal customer profiles2 records
Foody technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Foody partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopeeFoodcoreFoody integrates with ShopeeFood for food delivery services, allowing users to order food directly through the platform. The partnership enables cross-promotion between the restaurant discovery platform and delivery services, with Foody serving as a discovery and referral channel for ShopeeFood orders.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Foody competitors and assessment
Company assessmentDirect peers
- Tripadvisor: Tripadvisor is a global restaurant and travel review platform with millions of user reviews and photos. Comparable to Foody in core restaurant discovery and UGC-driven content model, though operating at global rather than single-country scale.
- Zomato: Zomato is India's leading restaurant discovery and review platform that has evolved into a food delivery business — directly mirroring Foody's discovery-plus-delivery hybrid model. Comparable in monetization (restaurant listings, ads, delivery commissions) and UGC-driven engagement.
- Quandoo: Quandoo is a restaurant reservation and discovery platform serving EMEA and APAC markets. Comparable to Foody's reservation feature and restaurant merchant services, though operating primarily outside Vietnam.
- Yelp: Yelp is the global benchmark for restaurant/local business reviews, photos, and user-generated content. Like Foody, it monetizes via advertising and promotional placements to merchants, and operates a two-sided marketplace between diners and restaurants.
- Dianping (Meituan): Dianping is China's leading restaurant review platform integrated with Meituan's delivery services — the closest analog to Foody's ShopeeFood-integrated model. Comparable in scale, UGC library depth, and hybrid discovery/delivery monetization.
- TheFork (Tripadvisor): TheFork is a leading online restaurant reservation platform across Europe, with a business model combining diner-side bookings with paid merchant subscriptions. Comparable to Foody's table reservation feature and B2B restaurant monetization.
Broad incumbents
- ShopeeFood: ShopeeFood is Vietnam's leading food delivery platform, owned by Sea Group — the same ecosystem that Foody operates within. Comparable as both a delivery partner and a broader incumbent that competes with Foody's discovery layer for diner mindshare.
- Google Maps: Google Maps hosts restaurant listings, reviews, photos, and increasingly reservation links globally. A broad incumbent in restaurant discovery that competes with Foody for diner attention, though not specialized in F&B review depth.
Regional players
- HungryGoWhere (Singtel/Grab): HungryGoWhere is a Southeast Asian restaurant discovery and review platform, originally Singapore-focused. Comparable to Foody in restaurant review and discovery focus, but serves Singapore/Malaysia rather than Vietnam.
- OpenRice: OpenRice is a restaurant review and discovery platform dominant across Hong Kong, Macau, Taiwan, and Southeast Asia. Comparable to Foody in restaurant review focus and Asian market focus, but serves multiple geographies rather than a single country.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Foody social profiles
Digital presenceFoody compliance and trust
Trust signalCompliance3 records
Foody financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foody leadership team
Management profileNumber of profiles
Profiles3 records
Foody funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foody M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Foody
What does Foody do?
Foody operates a culinary social network and restaurant discovery platform in Vietnam where users can search for restaurants, cafes, bakeries, and entertainment venues, read and post reviews, upload photos, save places into personal collections, make table reservations, and order food delivery through ShopeeFood integration. The platform also provides a tiered E-Card membership system (Standard, Gold, Premier) with point-based rewards and discounts at partner restaurants, alongside promotional voucher and coupon programs for merchants.
Is Foody a public or private company?
Foody is a private company. It is classified as venture growth investor backed and is currently operating.
When was Foody founded?
Foody was founded in 2012. It employs 501 to 1,000 people.
Where is Foody based?
Foody is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Foody make money?
Three revenue lines are on record. Restaurant Partner Services are the primary driver. The others are food Delivery Integration and advertising and Promotions.
Who are Foody's main competitors?
Direct peers on record are Tripadvisor, Zomato, Quandoo, Yelp, Dianping (Meituan) and TheFork (Tripadvisor). Broad incumbents are ShopeeFood and Google Maps. Regional players are HungryGoWhere (Singtel/Grab) and OpenRice.
Does Foody have an API?
No public API is recorded for Foody.
What industry is Foody in?
Foody's product category is Online Food Delivery Marketplace. Its primary akta.pro industry code is BPAMAIAK, Restaurant Reservations & Dining Booking Platforms, with a secondary code of HSACALAF, Dining Reservations & Restaurant Booking. Its NAICS code is 72251 and its SIC code is 5812.