What Novitee does

Novitee (recently rebranded to Koomi) is a Singapore-headquartered F&B technology platform that sells an integrated suite of Front-of-House and Back-of-House solutions to restaurants, cafes, quick-service outlets, and multi-outlet F&B enterprises. Founded in 2014, the company serves more than 1,000 F&B outlets in Singapore and has expanded into Malaysia (2018) and China (2019), with claimed operations across five countries. Its core offering centers on the Novi Point-of-Sale system, extended by QR ordering, eOrdering, eMenu, self-service kiosks, queue management, and payment processing (Novi Pay), with Back-of-House modules including Novi ERP, Novi Purchasing & Inventory, and Novi Central Kitchen. The platform runs on a hybrid cloud architecture with local front-end caching (claimed zero percent downtime) and integrates natively with GrabFood for delivery and with Xero, QuickBooks, and NetSuite for accounting.

The business model combines subscription-based SaaS licensing for its software modules with bundled hardware sales (POS terminals, iPad-based portable POS, self-service kiosks) and professional services, including the Adaptech/Novi Academy training program. Novitee also monetizes a captive advertising network — the Koomi Ad Network — across more than 1,500 customer-facing touchpoints in Singapore F&B outlets. The go-to-market is direct sales with enterprise field motions targeting multi-outlet customers (BreadTalk, Shangri-La, SATS Food, SF Group, Crystal Jade, Kimly), mid-market accounts (Greendot, Nakhon Kitchen, Tuk Tuk Cha, Saute), and SMB operators, supported by WhatsApp Business messaging, website demo requests, and case-study-led demand generation. Novitee's solutions are positioned as eligible for up to 80% Singapore government grants for F&B businesses, which functions as a price-acquisition lever.

The company is privately held, venture-backed at the seed stage (pre-seed in 2018, seed in 2021, both with undisclosed amounts), and reports cumulative platform transactions exceeding $1B (with $700M+ documented as of 2021). Andrew Tay serves as CEO. Competitive positioning emphasizes the breadth of the integrated suite and the captive Ad Network distribution surface rather than AI-driven or analytical differentiation — no AI/ML capabilities, proprietary models, or patents are disclosed in the source data.

Name

Novitee

Legal name

Novitee Pte. Ltd.

Website

https://novitee.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

Novitee (rebranded as Koomi) is a Singapore-based F&B technology platform offering an integrated POS, ERP, QR ordering, payment, and central kitchen suite to over 1,000 restaurants and multi-outlet F&B operators across Singapore, Malaysia, and China.

Ownership category

akta.pro rank

Product category

Restaurant Management Software

NAICS

Software Publishers (513210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)

Keywords

• Restaurant point-of-sale
• F&B management software
• QR ordering platform
• Restaurant ERP systems
• Central kitchen software

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. SaaS Subscription (POS and F&B Management Software): Subscription-based licensing of Novi POS, ERP, and other F&B management modules with software as a service delivery model. Includes hardware sales (iPad POS, terminals) bundled with software.
2. Hardware Sales: Sale of POS terminals, self-service kiosks, and related hardware equipment. Hardware configured for specific F&B business types including iPad POS for portable table-side ordering.
3. Professional Services: Implementation, training, and support services including Novi Academy worker training programs for Industry 4.0 readiness.
4. Advertising Revenue (Ad Network): Monetization of customer-facing digital displays across 1,500+ touchpoints for F&B brand advertising partnerships.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Novitee (also operating as Koomi) is a Singapore-based F&B technology platform that sells an integrated suite of restaurant management software and hardware to food and beverage operators. Its core offering combines a Front-of-House product set (POS, QR ordering, eMenu, self-service kiosks, eOrdering, queue, payment) with a Back-of-House product set (ERP, purchasing and inventory, central kitchen, kitchen display system) on a single cloud-based platform. The company serves over 1,000 F&B outlets in Singapore and has processed more than $1 billion in transactions across five countries.

Product overview

Novitee (now rebranded as Koomi) is a comprehensive F&B tech platform offering an integrated suite of Front-of-House and Back-of-House solutions. The product portfolio consists of core products centered around Novi Point-of-Sales (POS), supplemented by Front-of-House solutions including Novi QR Ordering, Novi eOrdering, Novi eMenu, Novi Self-Service Kiosk, Novi Queue, and Novi Pay (payment processing). Back-of-House solutions include Novi ERP, Novi Purchasing & Inventory, and Novi Central Kitchen, all integrated with major accounting software (Xero, QuickBooks, NetSuite). The Novi Kitchen Display System bridges Front-of-House and Back-of-House operations. Additional offerings include Koomi Ad Network for advertising and Adaptech for F&B worker training. Solutions are modular, scalable, and suitable for various F&B business types from quick-service to enterprise operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Novi Point-of-Sales (POS) Full-featured point-of-sale system for F&B businesses that streamlines order and payment processing with real-time data access, seamless online-offline technology, and iPad compatibility. Includes franchise-ready capabilities and a portable iPad variant for table-side order-taking.
• Novi QR Ordering Customizable QR code ordering system that allows customers to place orders and make payments on their mobile phones, with dynamic and static QR options for table service or quick service concepts.
• Novi Kitchen Display System (KDS) Digital order display system that promotes effective communication between Front-of-House and Back-of-House to ensure orders are prepared swiftly, with real-time order updates and colour-coded tickets for prep time management.
• Novi ERP Enterprise Resource Planning solution that optimizes every aspect of F&B business operations by integrating Central Kitchen, Purchasing & Inventory, and accounting software (Xero, QuickBooks, NetSuite) on a single platform.
• Novi Central Kitchen Centralized production and inventory management module for multi-outlet F&B operations that delivers economies of scale, automated ordering, and reduced administrative errors across outlets.
• Novi Purchasing & Inventory Procurement and inventory management system with automated repeat orders, par value alerts, supplier coordination, and Gross Profit Estimation reporting for F&B operators.
• Novi Pay Payment processing solution with support for contactless NFC, credit/debit cards, e-wallets, Buy-Now-Pay-Later, Apple Pay, and Google Pay, with API-based automated payout capabilities.
• Novi Self-Service Kiosk Interactive self-ordering terminal with customizable options, integrated payment, and queue management capabilities for F&B venues seeking to reduce wait times and labor dependency.
• Novi eOrdering Tablet-based ordering system using the same interface as the POS, enabling staff to take orders and dispatch them to the kitchen instantly with table management and upselling capabilities.
• Novi eMenu Digital menu tablet solution with promotional prompts, instant menu updates, and brand reinforcement, enabling customers to make ordering decisions with greater convenience.
• Novi Queue Queue management system integrated with POS and KDS, supporting multiple queue numbers, marketing displays, and loyalty program integration for F&B venues.
• Koomi Ad Network Advertising network across more than 1,500 touchpoints in Singapore F&B outlets that enables brand awareness and customer retention through collaborative advertisements for F&B brands and agencies.

Quantifiable outcome

• 130% growth in outlets and 260% ROI increase for customer Joe and Dough
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature12 records

Partnerships

Four partnerships are on record, tiered core.

• GrabFoodcoreTechnology or IntegrationGrabFood integration with Novi POS and Kitchen Display System. Orders placed on GrabFood are automatically delivered to the POS and Kitchen, streamlining delivery operations for F&B merchants using the Novitee platform.
• XerocoreTechnology or IntegrationAccounting software integration with Novi ERP. Seamless data synchronization between Novi purchasing, inventory, and accounting for simplified financial management.
• QuickBookscoreTechnology or IntegrationAccounting software integration with Novi ERP enabling automated bookkeeping and financial reporting for F&B businesses.
• NetSuitecoreTechnology or IntegrationEnterprise accounting software integration with Novi ERP for larger F&B enterprise operations requiring comprehensive financial management.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TouchBistro: TouchBistro is an iPad-based restaurant POS with table-side ordering, floor plans, and integrated payments aimed at SMB and mid-market F&B. Closely comparable iPad-first, table-side-ordering product footprint to Novi POS.
• Lightspeed Restaurant: Lightspeed Restaurant offers cloud POS, table management, and integrated payments for full-service and quick-service restaurants globally. Closely aligned with Novitee/Koomi's POS-plus-payments-plus-management stack serving similar F&B operators.
• Cloud-based POS (e.g., Talech): talech is an iPad-based POS solution for restaurants and small businesses with payments, reporting, and inventory. Comparable modular, SMB/mid-market F&B POS stack to Novitee.
• SpotOn Restaurant: SpotOn provides restaurant POS, payment processing, online ordering, and marketing tools for SMB and enterprise F&B. Comparable integrated F&B ops + marketing/loyalty stack, with overlapping modular product positioning.

Broad incumbents

• Square for Restaurants (Block): Square for Restaurants, part of Block, delivers integrated POS, payments, online ordering, and team management for F&B operators of all sizes. Comparable integrated POS + payments model, though backed by much larger platform economics.
• Toast: Toast is a US-based, publicly traded cloud restaurant POS and operations platform offering POS, payroll, online ordering, and marketing for SMB to enterprise F&B. Directly comparable product surface (POS, KDS, online/QR ordering, payments), making it the closest functional analogue even though Toast is much larger and US-focused.
• Oracle MICROS: Oracle MICROS is a long-established enterprise POS and F&B management suite serving large hotel groups, restaurants, and stadium F&B. Comparable enterprise F&B management footprint, especially for hotel/restaurant groups like Shangri-La and SATS that Novitee services.
• Clover Network (First Data/Fiserv): Clover provides POS hardware, software, and payments for restaurants and small businesses with an app marketplace. Comparable POS-terminal-plus-app-ecosystem model to Novi Pay + Kiosk + Novitee software bundle.

Emerging players

• Foodics: Foodics is a MENA-born cloud restaurant POS and management platform covering POS, inventory, online ordering, and analytics. Comparable emerging-market restaurant-tech positioning with modular suite analogous to Novi POS/ERP/KDS.

Regional players

• Sapaad: Sapaad is an APAC-based (roots in Middle East) restaurant management and POS platform used by F&B operators in ME and parts of Asia. Comparable integrated cloud restaurant management suite, with regional presence rather than Singapore-centric focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Novitee1
• LinkedInlinkedin.com/company/novitee-pte-ltd
• Instagraminstagram.com/noviteesg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

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 Novitee