My Treats | Eat like it matters

What My Treats | Eat like it matters does

My Treats, operated by Treats Market B.V. and headquartered in Amsterdam, Netherlands, is a restaurant discovery platform purpose-built for sustainability-minded diners. Founded in 2022 by co-founders Jonathan and Thijs, the company operates a mobile application on iOS and Android that allows users to discover over 1,700 curated restaurants across Europe based on values-aligned criteria such as organic sourcing, local ingredients, plant-forward menus, waste avoidance, and social impact. Each restaurant is assessed through My Treats' proprietary Impact Score system, a 1-to-5 rating covering six core dimensions, and profiles surface supplier transparency, ingredient provenance, and chef storytelling. The platform is free for consumers to use and free for restaurants to claim a basic profile, with a premium My Treats Plus subscription tier offered to consumers (currently distributed free as a reward to MyTreats Scouts). Distribution is mobile-app-store based and self-serve, while curation is augmented by a volunteer Scout community that helps discover and verify restaurants.

The business model combines a freemium restaurant profile layer with a nascent subscription product and an implicit future monetization path through premium restaurant features, advertising, or partnerships. Go-to-market is product-led and community-led, relying on organic social (Instagram, TikTok, LinkedIn), an email newsletter, app store optimization, and a partner ecosystem anchored by Dutch Cuisine, Slow Food Nederland, the Sustainable Restaurant Association (Food Made Good), Greendish, Klimato, and Crave Culture. My Treats has received EU co-funding, supporting European expansion. The company remains privately held and founder-led, with 1–10 employees and no disclosed institutional funding rounds. Charles Poorter is listed as CTO and co-founder alongside the previously identified co-founders Jonathan and Thijs, indicating a technical leadership function in the platform's continued development.

Name

My Treats | Eat like it matters

Legal name

Treats Market B.V.

Website

https://mytreats.app

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Restaurant Discovery Platform

akta.pro primary industry

Health-Focused Cafes (Organic/Vegan/Wellness) (THAFADAL)

Keywords

• Sustainable restaurant discovery
• Conscious dining platform
• Restaurant curation app
• Impact score rating
• Values-based dining

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Restaurant Profiles (Freemium Model): Restaurants can claim free basic profiles. The platform is free for consumers to use. Revenue is implied to come from premium features for restaurants or potential future subscription tiers.
2. My Treats Plus Subscription: Scouts receive free My Treats Plus subscription as rewards. This suggests a premium subscription tier for consumers with enhanced features.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

My Treats operates a mobile app (iOS and Android) that helps conscious diners discover 1,700+ curated restaurants across Europe based on values such as sustainability, organic sourcing, seasonality, waste reduction, and plant-forward menus. Restaurants can claim free profiles that are assessed via the proprietary Impact Score rating system across six dimensions, and consumers can filter, save favorites, and view ingredient and supplier transparency. A premium "My Treats Plus" subscription adds enhanced features for consumers, while a Scout community program supports verification and discovery.

Product overview

My Treats is a restaurant discovery platform operating as a mobile app (iOS and Android) with an associated web presence. The core offering consists of the My Treats App, which enables users to discover and filter 1,700+ curated restaurants across Europe based on values such as sustainability, organic sourcing, and health. The platform includes free restaurant profiles (where venues can claim and manage their presence) and a premium My Treats Plus subscription tier. Additionally, the My Treats Scout Program engages community members to discover new restaurants and verify information. The ecosystem is supported by partner integrations with sustainability organizations including Dutch Cuisine, Food Made Good (SRA), Greendish, Slow Food Nederland, Klimato, and Crave Culture, which contribute to the platform's sustainability assessments and restaurant scoring.

Differentiator

Problem solved

Functional benefit

Products and services

• My Treats App

Quantifiable outcome

• 1,700+ curated restaurants across Europe

Named customers6 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Dutch CuisinecoreStrategic or Co-development PartnerDutch Cuisine is a community for restaurants promoting a healthy, sustainable Dutch food culture based on five principles: culture, health, nature, quality, and value. They support chefs and restaurants in cooking with seasonal, local ingredients, reducing waste, emphasizing plant-based dishes, and protecting biodiversity.
• GreendishcoreStrategic or Co-development PartnerGreendish supports governments, healthcare institutions, business catering, and restaurants in the transition toward a healthy and sustainable food offering through insights, advice, and implementation support. They help accelerate the food transition with tailored solutions.
• Slow Food (Slow Food Nederland)coreStrategic or Co-development PartnerSlow Food is a global food movement advocating for a good, clean, and fair food system. The Dutch Slow Food Professionals Community connects local food professionals working to improve the food system.
• Food Made Good (The Sustainable Restaurant Association)coreStrategic or Co-development PartnerThe Sustainable Restaurant Association (SRA) drives change toward a socially progressive and environmentally restorative hospitality sector. Their Food Made Good Standard provides practical evaluation helping hospitality businesses improve sustainability across operations.
• Crave CultureminorStrategic or Co-development PartnerCrave Culture is led by a plant-based hospitality expert dedicated to helping restaurants, hotels, and organizations add profitable plant-based dishes through recipe development, strategies, and staff training.
• EU (EU Co-funded)minorOthersMy Treats has received EU co-funding, indicating financial support from European Union programs.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• EIT Food: EIT Food is an EU-funded initiative supporting innovation in the food system. It shares My Treats' EU sustainability ecosystem context and could be a partner, funder, or ecosystem channel.
• Klimato: Klimato provides carbon-footprint calculation tools for restaurants and food brands. It is a My Treats technology partner and adjacent infrastructure provider for sustainability data.
• The Sustainable Restaurant Association: The SRA runs the Food Made Good sustainability assessment standard for hospitality businesses. It is a My Treats partner and adjacent ecosystem player that could potentially evolve into a competitor if it launched its own consumer discovery layer.

Broad incumbents

• TripAdvisor: TripAdvisor is a global travel and restaurant discovery platform with massive restaurant coverage. It is a broad incumbent with overlapping restaurant-discovery functionality but no curated sustainability positioning.
• Yelp: Yelp is the dominant consumer-facing restaurant discovery and review platform globally. It competes for the same diner attention as My Treats, though it lacks a sustainability-curation layer.
• OpenTable: OpenTable is a leading restaurant discovery and reservation platform with deep restaurant relationships across Europe and North America. It overlaps with My Treats on restaurant discovery, but monetizes via reservations rather than values-based curation.

Emerging players

• Dishcult: Dishcult is a restaurant discovery app focused on curated recommendations. It is an emerging player in the curated-restaurant-discovery category where My Treats competes.
• Too Good To Go: Too Good To Go is a European food-waste reduction app connecting consumers with surplus restaurant meals. It shares My Treats' sustainability narrative and European consumer base but solves a different problem (waste vs. sourcing).

Direct peers

• HappyCow: HappyCow is the leading global discovery platform for vegan, vegetarian, and vegan-friendly restaurants. Like My Treats, it is a curated, values-driven restaurant discovery app targeting dietary-conscious diners, making it the closest direct peer.
• The Good Food Guide: The Good Food Guide is a curated UK-based sustainable restaurant guide with editorial reviews and sustainability criteria. It mirrors My Treats' curation-first approach to surfacing restaurants aligned with values rather than generic reviews.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/my-treats
• Instagraminstagram.com/mytreatsrestaurants
• TikToktiktok.com/@mytreatsrestaurants

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 My Treats | Eat like it matters