What Hathway does

Hathway was a vertically-focused digital transformation agency that served the restaurant and convenience store industries until its acquisition by Bounteous in November 2021. Founded in 2008 by Jesse Dundon and Kevin Rice in San Luis Obispo, California, the company evolved from freelance web development (initially using open-source tools like Joomla and Drupal for small businesses) into an enterprise-grade digital agency with proprietary technology specifically targeting foodservice brands. By the time of acquisition, Hathway had grown to approximately 250 team members across offices in San Luis Obispo, Dallas, and Kiev, with a global remote workforce that expanded during the COVID-19 pandemic.

The company's core product is the NomNom™ framework, an ecommerce integration platform developed in-house beginning in 2016 in partnership with Olo. NomNom enables branded websites and mobile applications for restaurant and convenience store chains by integrating with major restaurant technology platforms including Olo (ecommerce ordering), Punchh (loyalty), Paytronix (loyalty and customer engagement), and SessionM (loyalty, now part of Mastercard). According to company disclosures, NomNom powered over $2B in ecommerce sales across the ecosystem of branded websites and mobile apps. Named enterprise clients included Jamba Juice (first major restaurant engagement), Mindbody (multi-year engagement that drove the company's first growth spurt), WeWork (acquired Hathway's spun-off Welkio product), Amway, and Behr Paint.

Hathway monetized through a combination of professional services (digital marketing, ecommerce implementation, mobile app development, and branding) and recurring platform/managed-service engagements tied to the NomNom framework. Distribution relied on direct enterprise sales into large chain restaurants and coffee shops, augmented by partner referrals from restaurant technology platforms such as Olo. The company was financed almost entirely organically from operating cash flow; the only disclosed external capital was a $40,000 seed investment from the founders' high school rugby coach for the predecessor WiHire venture. Following the November 2021 close of the Bounteous acquisition, Hathway operates as the Restaurants and Convenience Store vertical business unit within Bounteous.

Name

Hathway

Legal name

Hathway Technology Group LLC

Website

https://wearehathway.com

Company type

Private

Founded year

2008

Operating status

Acquired

Headcount range

51–100 employees

Short description

Hathway was a vertically-focused digital transformation agency serving restaurant and convenience store chains through its proprietary NomNom™ ecommerce integration framework, which powered branded websites and mobile apps until its November 2021 acquisition by Bounteous.

Ownership category

akta.pro rank

Product category

Restaurant Digital Transformation Services

NAICS

Convenience Retailers and Vending Machine Operators (44513), Convenience Retailers (445131)

SIC

Retail-Convenience Stores (5412), Retail-Variety Stores (5331)

akta.pro primary industry

General Merchandise/Department Store Omnichannel (CRAFAEAF)

Keywords

• Restaurant ecommerce platforms
• Branded mobile apps
• Loyalty integration services
• Digital transformation agency
• Convenience store marketing

Headquarters

HQ city

San Luis Obispo

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing and Ecommerce Services: Full-service digital marketing, ecommerce, and loyalty services for restaurant and convenience store industries. Services include web development, mobile apps, branded applications, and ongoing retainers with large chain clients.
2. Platform-Powered Solutions: NomNom™ framework enables faster, more cost-effective delivery of custom branded applications. Platform generates over $2B in ecommerce sales across the ecosystem of branded websites and mobile apps.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Hathway is a vertical-focused digital transformation agency that builds branded ecommerce websites, mobile applications, loyalty integrations, and digital marketing programs for enterprise restaurant chains and convenience store brands. The company's proprietary NomNom™ framework integrates with restaurant technology platforms (Olo, Punchh, Paytronix, SessionM) to enable online ordering, customer engagement, and loyalty programs, with the ecosystem processing over $2B in ecommerce sales. Following its November 2021 acquisition by Bounteous, Hathway operates as the Restaurants and Convenience Store vertical business unit within that organization.

Product overview

Hathway operates as a vertically-focused digital transformation agency serving the restaurant and convenience store industries. The core product is the NomNom™ framework, an ecommerce platform that powers branded websites and mobile applications. This platform integrates with loyalty providers (Punchh, Paytronix, SessionM) and restaurant technology platforms (Olo) to enable online ordering, customer engagement, and loyalty programs. The ecosystem processes over $2B in ecommerce sales. The company also provides digital marketing services. Following the November 2021 acquisition by Bounteous, Hathway continues to operate as the Restaurants and Convenience Store vertical within Bounteous.

Differentiator

Problem solved

Functional benefit

Brands

• NomNom™: An ecommerce framework for restaurant and convenience store brands, enabling integrations with platforms like Olo, Punchh, Paytronix, and SessionM. Powers branded websites and mobile apps for restaurant chains.

Products and services

• NomNom™ Framework Proprietary ecommerce integration framework that powers branded websites and mobile apps for restaurant and convenience store brands; integrates natively with Olo, Punchh, Paytronix, and SessionM; the NomNom ecosystem processes over $2B in ecommerce sales.
• Branded Mobile Applications Custom branded mobile apps for restaurants and convenience stores (e.g., Jamba Juice), built on the NomNom framework, enabling online ordering, customer engagement, and loyalty program delivery for large chain brands.
• Branded Ecommerce Websites Custom branded ecommerce websites for restaurant and convenience store chains, part of the NomNom ecosystem, enabling online ordering and branded digital experiences for end consumers.
• Ecommerce & Digital Transformation Services End-to-end professional services for restaurant and convenience store brands covering digital transformation, ecommerce platform implementation, online ordering enablement, and ongoing retainer support.
• Loyalty Integration Services Services that integrate restaurant and convenience store brands with loyalty technology platforms (Punchh, Paytronix, SessionM) via the NomNom framework to deliver customer loyalty programs.
• Digital Marketing Services Digital marketing services for restaurant and convenience store industries, retained as a core service offering through the Bounteous integration.

Quantifiable outcome

• NomNom fuels over $2B in ecommerce sales across ecosystem of branded websites and mobile apps

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• BounteouscoreStrategic or Co-development Partner · 5 November 2021On October 24, 2021, Hathway signed a definitive agreement to join Bounteous. The acquisition closed on November 5, 2021. Hathway became a business unit within Bounteous focused on restaurants and convenience stores. Founders Kevin Rice and Jesse Dundon remained as leaders and became investors in Bounteous. Bounteous recognized the value of Hathway's vertical focus and kept the team intact.
• OlocoreTechnology or Integration · 1 January 2016Strategic partnership began in 2016 with Olo, an ecommerce platform provider specializing in restaurants. This partnership led to the development of the NomNom™ framework, which enabled integrations with Olo and other restaurant technology platforms. Olo helped connect Hathway with major restaurant brands seeking digital transformation.
• PunchhcoreTechnology or IntegrationIntegration partnership as part of the NomNom™ framework. Punchh is a restaurant loyalty technology platform integrated through Hathway's proprietary framework.
• PaytronixcoreTechnology or IntegrationIntegration partnership as part of the NomNom™ framework. Paytronix is a restaurant loyalty and customer engagement platform integrated through Hathway's services.
• SessionMcoreTechnology or IntegrationIntegration partnership as part of the NomNom™ framework. SessionM (now part of Mastercard) was a customer engagement and loyalty platform for restaurants.
• jReviewsminorChannel Partner/ Reseller/ DistributorEarly software channel partnership. jReviews provided a content management extension for Joomla that was part of Hathway's early service offerings for small businesses.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• VML (formerly VMLY&R): Large global marketing and commerce agency that delivers branded ecommerce, loyalty, and digital transformation work for major restaurant, retail, and CPG brands; competes for the same CMO-level buyer.
• Slalom: Large US digital transformation consultancy that sells comparable omni-channel, ecommerce, and customer experience services to enterprise clients across verticals; comparable buyer relationships even where not restaurant-specific.
• Deloitte Digital (Deloitte Consulting): Strategy-and-implementation consulting arm offering large-scale digital commerce, loyalty, and customer experience transformation for enterprise restaurant and retail clients; competes for the same transformation engagements.
• Globant: Global digital and cognitive transformation services firm with large-scale digital product engineering, comparable to Hathway's NomNom-style platform-plus-services model for enterprise commerce.
• Toast: End-to-end restaurant technology platform (POS, online ordering, marketing) that increasingly competes with the solutions Hathway builds on top of Olo and other partners; serves the same QSR/casual dining buyer.

Emerging players

• Olo: Restaurant ecommerce platform that was both Hathway's core integration partner and the indirect beneficiary of NomNom's growth; competes at the platform layer where Hathway integrates, making it both partner and partial substitute.
• Punchh: Restaurant loyalty platform integrated through NomNom; same vertical overlap and same risk of becoming a substitute integrator as it expands capabilities.
• Paytronix: Restaurant loyalty and customer engagement platform integrated via NomNom; competes for the same brand wallet and could absorb ecommerce capabilities internally, threatening Hathway's integration layer.

Direct peers

• Bounteous: Parent company and most direct comparator. Also founded as a dev shop by two partners, expanded into digital strategy, design, and marketing for enterprises. Hathway now operates as Bounteous' Restaurants and Convenience Store vertical, sharing the agency-services DNA.
• Stimulus: Digital commerce agency specifically focused on restaurant, foodservice, and convenience-store brands; competes head-to-head with Hathway for the same vertical client base and operates a similar agency-plus-platform model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Hathway