YoMG

What YoMG does

YoMG (Yo My Goodness) is an Australian privately-held fast-casual restaurant chain founded in 2013 by a Melbourne-based team, specializing in hand-made burgers, crispy fries, thick shakes, and self-serve frozen yogurt. The company operates 15+ company-owned retail storefronts across Victoria (Melbourne metro) and Queensland (Gold Coast, Brisbane, Cairns), located primarily in major shopping centres such as Westfield Carindale, Pacific Fair, and Stud Park Shopping Centre. Its product portfolio centers on house-pressed Australian Angus beef patties, signature purple/beetroot/gluten-free buns, hand-crafted frozen yogurt made from fresh milk and farmers yogurt with self-serve topping bars, and rotating limited-time items via the #YOMGlimited program.

The underlying technology stack is non-proprietary and consists of standard QSR operations tooling. YoMG distributes through three channels: physical in-store dining, proprietary pickup ordering via the Chewzie platform (order.yomg.com.au subdomains), and home delivery through DoorDash, with reservations handled by Obee at select locations. Pricing is unit-based for burgers and combo meals (e.g., lunch combo at ~$18.90) and weight-based for self-serve frozen yogurt at $3.70 per 100g. Customer acquisition relies on organic social media presence (Facebook, Instagram, TikTok), Google Maps local search, and word-of-mouth. The company does not operate a mobile app, has no disclosed franchise model, no disclosed external funding, and ownership appears founder-held.

The customer base is broad and horizontal — general consumers, families, health-conscious diners seeking vegan/vegetarian/gluten-free options, and dessert enthusiasts — with no enterprise or B2B contracts. Three new Queensland locations (Carindale, Elanora, and Coolangatta in mid-2026) signal continued multi-unit expansion concentrated along the Brisbane-Gold Coast corridor.

Name

YoMG

Legal name

YoMG

Website

https://yomg.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

YoMG is an Australian privately-held fast-casual restaurant chain operating 15+ storefronts across Victoria and Queensland, serving burgers, fries, shakes, and self-serve frozen yogurt to general consumers and families, with orders via Chewzie pickup and DoorDash delivery.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Ice Cream & Frozen Desserts (2024), Dairy Products (2020)

akta.pro industry

PRIMARYTHAFAGAB

Frozen Yogurt Shops

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Dessert, Ice Cream & Specialty Sweets Shops

SECONDARYCRADABAL

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Snacks & Confectionery

SECONDARYAFAHAEAC

Frozen Yogurt Manufacturing

Agriculture & Food Production/Dairy Processing/Ice Cream & Frozen Dairy Desserts Manufacturing

Keywords

• Frozen yogurt shop
• Casual dining restaurant
• Burgers and fries
• Milkshakes and desserts
• Quick service food

Headquarters

HQ city

Mornington

HQ country

Australia

HQ region

Oceania

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Retail Food Sales: Direct retail sales of food and beverages through company-owned storefront locations. Customers purchase burgers, fries, wings, shakes, and frozen yogurt through in-store dining, pickup, and delivery orders.
2. Delivery and Pickup Orders: Revenue generated through third-party delivery platforms (DoorDash) and proprietary ordering systems (Chewzie) for pickup orders, with potential commissions or platform fees involved.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

YoMG (operating under the tagline "Yo My Goodness") runs a fast-casual restaurant chain that sells freshly prepared burgers, hand-cut fries, frozen yogurt, milkshakes, wings, and snacks to walk-in and online customers through physical storefronts. The brand combines a savory burger-and-fries menu with a sweet frozen yogurt and dessert offering under a single retail concept.

Product overview

YoMG (Yo My Goodness) is an Australian fast-casual restaurant chain offering a unified food and dessert experience. The core product portfolio centers on house-made burgers (Angus beef and Chick'n with vegan/vegetarian options), crispy fries, hand-scooped thick shakes, and hand-crafted frozen yogurt with self-serve topping bars. Limited-time specials are offered through the #YOMGlimited program that rotates every two weeks. The company operates multiple locations across Victoria and Queensland with online ordering via Chewzie and delivery through DoorDash.

Differentiator

Problem solved

Functional benefit

Products and services

• Burgers Freshly prepared beef and specialty burgers sold individually or as combo meals at YoMG storefronts.
• Hand-cut Fries Hand-cut fries offered as standalone sides or paired with burgers in combo meals.
• Frozen Yogurt Soft-serve frozen yogurt with a range of customizable toppings sold by weight or cup size at YoMG counters.
• Milkshakes Hand-blended milkshakes in classic and specialty flavors available as standalone beverages or accompaniments to meals.
• Wings and Snacks Chicken wings and assorted snack items added to the menu to extend the savory offering.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core.

• DoorDashcoreChannel Partner/ Reseller/ DistributorDoorDash serves as the delivery partner for YOMG locations across Victoria and Queensland, enabling home delivery of YOMG food products to customers.
• ChewziecoreTechnology or IntegrationChewzie provides the online ordering and pickup management platform for YOMG, allowing customers to place pickup orders through order.yomg.com.au subdomains for each location.

Scale indicators2 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• 16 Handles: Pioneered the self-serve pay-by-weight soft-serve frozen yogurt format with extensive topping bars. Concept-comparable peer to YoMG's dessert bar offering.
• Yogurtland: Global self-serve frozen yogurt chain with pay-by-weight model identical to YoMG's $3.70/100g approach. Comparable on froyo product, toppings bar format, and multi-site retail rollout.
• Menchie's Frozen Yogurt: Self-serve frozen yogurt franchise with pay-by-weight pricing and topping customization. Directly comparable to YoMG's froyo product, family-occasion positioning, and multi-store retail footprint.
• Betty's Burgers & Co: Australian fast-casual premium burger chain with dine-in and takeaway focus. Most directly comparable to YoMG on burger positioning, multi-location model, and shopping-centre site selection in Australia.
• Huxtaburger: Melbourne-born premium burger brand directly comparable on location geography, premium-ingredient positioning, and small chain scale to YoMG.

Broad incumbents

• Nando's Australia: Established Australian fast-casual chain with dine-in and delivery, broad menu, and multi-state footprint. Overlaps YoMG on casual dining occasions, dine-in + off-premise mix, and shopping-centre sites.
• Shake Shack: US premium fast-casual burger chain with shakes and frozen custard. Comparable in combining elevated burgers with dessert/spirits-style extension, setting the aspirational benchmark YoMG's quality positioning targets.
• Grill'd: Australia's largest premium burger chain, with 100+ stores nationally. Overlaps YoMG on premium burger positioning, dietary-inclusive menus, and shopping-centre/precinct sites, but operates at materially larger scale.

Emerging players

• Lord of the Fries: Australian vegan-focused fast-food chain. Comparable to YoMG on dietary-inclusive positioning and Australian fast-casual geography, though narrower menu and lower store count.

Regional players

• Pancake Parlour: Australian dessert-led family casual dining chain. Comparable to YoMG on family/dessert occasion positioning and Australian shopping-centre sites, though Pancake Parlour leans sit-down versus YoMG's counter service.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/yomgyogurt
• Instagraminstagram.com/yomgburgers
• TikToktiktok.com/@yomgburgers
• Xx.com/YOMGyogurt
• LinkedInlinkedin.com/company/yomg

Revenue estimate

Valuation estimate

Number of profiles

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 YoMG