Rice Guys

What Rice Guys does

Rice Guys is a single-location Chinese comfort food restaurant based in London, United Kingdom, founded in 2017. The company operates a physical dine-in venue and distributes prepared food through both a direct online ordering system and multiple third-party food delivery platforms. Its positioning centers on "made from scratch" preparation, distinguishing it from quick-service Chinese food operators that rely on pre-prepared or pre-frozen components.

The business runs a direct-to-consumer model targeting individual consumers and small groups ordering Chinese comfort food for delivery or in-restaurant dining. Direct orders are processed through the Foodles group ordering platform embedded on the company website, enabling individual and group purchases. The company supplements this direct channel with listings on third-party aggregators including Deliveroo, UberEats, Just Eat, Food Panda, Feedr, &Dine, and Ordit. Corporate catering is addressed through Feedr and the Just Eat for Business program, providing a modest B2B overlay.

Rice Guys operates with a lean team of approximately 15 employees and has not disclosed funding, revenue, or technology platforms beyond the Foodles ordering integration. There is no evidence of proprietary software, AI/ML capabilities, patents, certifications, or owned delivery logistics. Marketing is limited to a website email newsletter, and recruitment is handled via a dedicated careers inbox. The company's footprint is regional (London), and its business model derives revenue from per-transaction food sales net of delivery platform commissions.

Name

Rice Guys

Legal name

Rice Guys

Website

https://riceguys.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Rice Guys is a London-based single-location Chinese comfort food restaurant founded in 2017, serving made-from-scratch dishes via dine-in, direct website ordering through Foodles, and listings on third-party delivery platforms including Deliveroo and UberEats.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

Keywords

• Chinese comfort food
• Casual dining restaurant
• Food delivery service
• Group meal ordering
• Made-from-scratch meals

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Food Sales - Direct Ordering: Revenue from direct food orders placed through their website using the Foodles group ordering platform.
2. Food Sales - Third-Party Delivery Platforms: Revenue generated through third-party delivery aggregators including Deliveroo, UberEats, Food Panda, Just Eat, and others. These platforms typically charge commission fees on orders.

Go-to-market motion1 record

Distribution channels9 records

Marketing channels2 records

Core offering

Rice Guys operates a single-location Chinese comfort food restaurant in London that prepares dishes from scratch. Customers can dine in at the restaurant, place direct online orders through the company website using the Foodles group ordering platform, or order for delivery via third-party aggregators including Deliveroo, UberEats, Food Panda, Just Eat, Feedr, &Dine, and Ordit. The offering spans individual meals, group orders, and corporate catering.

Product overview

Rice Guys is a Chinese comfort food restaurant serving made-from-scratch dishes. The company operates as a single-location food service business with no modular software products or technology platform offerings. Customers can place orders through their website via Foodoodles group ordering system or through various third-party delivery platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Chinese comfort food menu (made from scratch)

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DeliveroocoreChannel Partner/ Reseller/ DistributorDeliveroo is a third-party food delivery platform partner that lists Rice Guys for on-demand food delivery to customers in their delivery areas.
• UberEatscoreChannel Partner/ Reseller/ DistributorUberEats is a third-party food delivery platform partner that lists Rice Guys for on-demand food delivery to customers.
• Food PandacoreChannel Partner/ Reseller/ DistributorFood Panda is a third-party food delivery platform partner that lists Rice Guys for on-demand food delivery.
• Just EatcoreChannel Partner/ Reseller/ DistributorJust Eat is a third-party food delivery platform partner, with both consumer and business offerings (Just Eat for Business) that list Rice Guys.
• FeedrminorChannel Partner/ Reseller/ DistributorFeedr is a corporate catering platform that partners with Rice Guys to provide food delivery options for business customers.
• &DineminorChannel Partner/ Reseller/ Distributor&Dine is a food delivery platform partner that lists Rice Guys for customer orders.
• OrditminorChannel Partner/ Reseller/ DistributorOrdit is a food delivery platform partner that lists Rice Guys for customer orders.
• FoodlescoreTechnology or IntegrationFoodles provides the group ordering platform technology powering Rice Guys' direct website ordering system, enabling individual and group food orders.

Recent moves5 records

Expansion highlights3 records

Direct peers

• Ping Pong: London-based Chinese dim sum and small-plates restaurant chain; directly competes with Rice Guys on Chinese comfort-food positioning, dine-in service, and third-party delivery in the same London market.
• Chopstix: UK-based Asian fast-casual noodle and rice bowl chain focused on counter-service and delivery; overlaps with Rice Guys on Asian rice-based comfort food, multi-platform delivery, and limited-service positioning.
• Kokoro: UK-based Asian fast-casual chain offering sushi, hot box meals, noodles and rice dishes primarily for dine-in and delivery; comparable business model and product mix to Rice Guys at a slightly larger multi-site scale.
• Rosa's Thai Cafe: UK-based Asian casual dining brand that scaled from an independent London concept into a multi-site chain; highly comparable to Rice Guys on single-origin London Asian comfort-food positioning, dine-in + delivery model, and brand-led growth trajectory.
• Bun House: Independent London Chinese comfort-food concept (known for bao); comparable to Rice Guys in size, single/multi-location scale, scratch-cooking positioning, and delivery-platform presence in London.

Others

• Feedr: Corporate catering and food delivery aggregator platform that lists Rice Guys as a partner; included as an ecosystem peer because it materially shapes Rice Guys' B2B / group-order distribution channel.

Broad incumbents

• YO! Sushi: UK-based Japanese/Pan-Asian casual restaurant chain with strong delivery and retail presence; overlaps with Rice Guys on Asian cuisine, dine-in + multi-platform delivery distribution, and a London-centric origin.
• Wagamama: UK-headquartered Pan-Asian fast-casual restaurant chain, the closest broad incumbent comparable to Rice Guys' Asian comfort-food positioning and dine-in + delivery model, though operating at vastly larger scale across the UK and internationally.
• Din Tai Fung: Globally recognized Chinese restaurant brand known for made-to-order preparation; a direct comparable on Chinese cuisine positioning and quality-differentiated comfort-food identity, though operating at enterprise scale.
• Itsu: UK-based Asian fast-casual chain focused on noodles, rice dishes and sushi via dine-in, delivery and grocery; a comparable operator in the Asian comfort-food delivery category with a London-heavy footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/riceguys

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 Rice Guys