WOON

What WOON does

Woon is a privately held, owner-operated restaurant company (Woon LLC, California) that operates two homestyle Chinese restaurants in the Los Angeles metro — an original location in Historic Filipinotown opened in 2019 by founder Keegan Fong, and a second location in Pasadena opened in December 2024. The restaurants serve dine-in nightly with weekend brunch and lunch, plus takeout, pickup, and delivery. Menu foundations derive from founder Keegan Fong's mother "Mama Fong" (born in Shanghai, raised in Hong Kong and LA), centering on Shanghainese and Cantonese homestyle dishes with signature items including in-house daily-made dumplings, wok-tossed noodles, and Mama Fong's original stir fry sauce used across the menu. Operations rely on a small, specialized culinary team with named roles such as Master Wok Chef and Head Chef across both locations.

The business operates three revenue pillars. First, restaurant operations across two physical locations handle the bulk of revenue through dine-in and off-premise orders. Second, a direct-to-consumer e-commerce shop (woonkitchen.square.site) sells a Homestyle Goods line — rice varieties (jasmine and black), Mama Fong's stir fry sauce, Wok Legend's seasoning salt, sea moss seasoning, dried shiitake mushrooms, chewy noodles, and frozen dumplings — priced between $8 and $16 per unit, plus a Woon Wear merchandise line (apparel, glassware, hats, skateboards) featuring Ty Williams artwork. Third, wholesale distribution runs through Faire Direct and third-party stockists such as Epicurus Gourmet, with catering and event pop-up hosting generating additional transaction revenue. The technology stack is intentionally lean: Square powers payments and online ordering, Squarespace hosts the website, and Google Maps APIs support location services; no AI/ML capabilities are present.

Woon's go-to-market is community-driven, blending direct-to-consumer restaurant and e-commerce sales with an event-driven layer of pop-ups, collaborations with artists and food brands (Ty Williams as core creative partner; Guava LA, Ferrick Wood Co., Pour Sport Coffee, The Baodega, Rooted Fare, Danny D's Mud Shop, and others as recurring collaborators), and original content via the Woon Productions "Special Delivery" documentary series and Woon Tunes music programming. The brand is protected by registered trademarks (Woon®, Mama's Way®). Woon is founder-led and has no disclosed venture capital, private equity, parent company, or acquisition history; growth to date has been internally funded.

Name

WOON

Legal name

Woon LLC

Website

https://woonkitchen.com

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Woon operates two homestyle Chinese restaurants in Los Angeles (Historic Filipinotown and Pasadena), serving dine-in, takeout, delivery, and catering, and sells branded pantry goods and merchandise through its online shop.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

Keywords

• Homestyle Chinese restaurant
• Chinese food service
• Specialty pantry goods
• Branded merchandise
• Event catering

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dine-In Restaurant: Revenue from customers dining at the two physical restaurant locations in Historic Filipinotown and Pasadena, open nightly for dinner and weekends for lunch/brunch.
2. Takeout, Pickup & Delivery: Online ordering via Square site for takeout, pickup, and delivery orders at both locations.
3. Homestyle Goods Shop: Sale of packaged food products including noodles, sauces, rice, seasonings, and dried mushrooms through the online shop.
4. Merchandise: Sale of branded merchandise including hats, apparel, glassware, and skateboards featuring Ty Williams artwork.
5. Wholesale: Wholesale distribution of homestyle goods through Faire Direct to retailers.
6. Catering: Catering services available for events.
7. Events & Pop-ups: Hosting pop-up events featuring other food brands, artists, and makers, often with special menus and collaborations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

WOON operates two homestyle Chinese restaurants in Los Angeles (Historic Filipinotown) and Pasadena serving dine-in, takeout, pickup, delivery, and catering, alongside a weekend Woon Café brunch service. The company also sells a line of packaged Homestyle Goods (rice, sauces, seasonings, dried mushrooms, frozen noodles, dumplings) and Woon Wear branded merchandise through its online shop and wholesale distribution.

Product overview

Woon is a homestyle Chinese restaurant business operating two locations in Los Angeles (Historic Filipinotown and Pasadena), offering dine-in, takeout, pickup, delivery, and catering services. The company sells two main product lines: Homestyle Goods (food products including various rice varieties, seasonings, sauces, dried mushrooms, and frozen noodles inspired by Mama Fong's recipes) and Woon Wear merchandise (apparel and lifestyle products featuring artist collaborations). The restaurant also operates Woon Café, a weekend lunch service featuring Chinese cafe-inspired dishes.

Differentiator

Problem solved

Functional benefit

Products and services

• Restaurant Dining Services Two restaurant locations in Los Angeles (Historic Filipinotown) and Pasadena offering homestyle Chinese food for dine-in, takeout, pickup, and delivery. Includes catering services for events and a weekend Woon Café brunch service.
• Homestyle Goods (Pantry Foods) A line of pantry staples and cooking ingredients sold online and in-store, including rice varieties, seasonings, sauces, dried mushrooms, and frozen noodles, made using recipes inspired by Mama Fong's cooking.
• Woon Wear Merchandise Branded apparel and lifestyle products including t-shirts, hoodies, hats, pint glasses, skateboards, and cycling kits, featuring artwork collaborations with artists like Ty Williams and Rad Dan Watkins.
• White Rice Premium long grain Jasmine rice, the same rice used in Woon restaurants. Vegan & Gluten Free. Priced at $12.
• Black Rice Chinese staple black rice that pairs well with white rice for fried rice dishes. Vegan & Gluten Free.
• Wok Legend's Seasoning Salt Savory, umami and peppery seasoning created by Woon's Master Wok Chef Brian 'Wok Legend.' Vegan & Gluten Free. Priced from $8 (1-Pack, 2-Pack, or 3-Pack options).
• Sea Moss Seasoning Dehydrated, roasted sea moss blended with sea salt for umami flavor. Vegan & Gluten Free. Priced at $16.
• Dried Shiitake Mushrooms Pantry staple used in Chinese cooking for umami and texture. Vegan and Gluten Free. Priced at $10.
• Stir Fry Sauce Mama Fong's original soy-based Chinese-style cooking sauce and marinade filled with umami. Used daily in Woon restaurants for stir fried noodles, rice and veggies. Gluten Free. Priced from $12.
• Homestyle Chewy Noodles Vegan noodles the same as served in Woon restaurants. Ready to thaw and use in stir fry or soup.
• Pork & Veggie (Vegan) Dumplings Dumplings made in-house daily by Woon's dumpling team. Served steamed with dumpling sauce on weekends at the restaurant. Available frozen for purchase in-store or at local retailers.
• Woon Café (Weekend Brunch) Weekend lunch service at Woon Filipinotown every Saturday & Sunday from 12-3:30pm, featuring a Chinese cafe-inspired menu with shareable dishes and drinks.
• Catering Catering services available for events and private gatherings.

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• CLOSEDminorGTM or Marketing Partner · 19 November 2021Collaboration with Berlin-based European heritage fashion brand CLOSED on two t-shirts featuring artwork by Ty Williams. The collaboration tees are made of organic cotton and packaged in custom printed takeout boxes.
• Guava LAminorGTM or Marketing PartnerLos Angeles airbrush artist collaborated with Woon to create a two-piece Woon inspired capsule collection of apparel.
• Ferrick Wood Co.coreStrategic or Co-development PartnerTommy Ferrick of Ferrick Wood Co. designed and built custom fixtures and cabinetry for Woon's Pasadena location (anything red). Also built stools and fixtures for the original Filipinotown location. Featured in Special Delivery episode.
• Ty WilliamscoreStrategic or Co-development PartnerArtist and illustrator based in Burlington, VT and Maine. Created all artwork for Woon's walls, Instagram page, packaged goods, event flyers, merchandise, and collaborative products. Art is synonymous with the Woon brand.
• Pour Sport CoffeeminorGTM or Marketing PartnerCoffee brand that has done multiple affogato pop-ups at Woon Filipinotown patio, including summer 2025 events.
• The BaodegaminorGTM or Marketing PartnerSichuanese supperclub from Brooklyn, NY hosted at Woon for their first pop-up featuring Chinese food, featuring dishes like Mapo Tofu and Century Egg and Eggplant Noodles.
• Five Star SeafoodminorGTM or Marketing PartnerDim sum/seafood restaurant in San Gabriel Valley where Woon staff held an outing in a private room.
• Epicurus GourmetminorChannel Partner/ Reseller/ DistributorRetail location where Woon samples and sells their pork and vegan dumplings, frozen noodles, and homestyle goods.
• Danny D's Mud ShopminorGTM or Marketing PartnerCeramicist and former sommelier Danny Dooreck founded Danny D's Mud Shop in Echo Park. Multiple collaborations with Woon including bowl launches and dinner events.
• Rooted FareminorGTM or Marketing PartnerCollaboration on Year of the Snake limited-edition flavor: Seaweed Sesame Cashew Butter in 2025.
• Pinkies UpminorGTM or Marketing PartnerWine provider featured at Woon events and pop-ups, particularly known for Woon Wine Wednesdays with $10 glasses and $10 off bottles.
• RadburgminorGTM or Marketing PartnerLA-based food brand that has done multiple pop-ups at Woon featuring items incorporating Woon noodles and seasonings.
• Brother BrotherminorGTM or Marketing PartnerLA lifestyle shop in West Adams that has helped produce Woon shop hats and collaborated on a limited edition unstructured 6-panel cap featuring Ty Williams artwork.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Momofuku: Chef David Chang's restaurant + CPG empire (sauces, noodles, meal kits). Highly relevant model: chef-driven restaurant brand extending into proprietary packaged goods and wholesale — the trajectory Woon's homestyle line is pursuing.
• Din Tai Fung: Global Taiwanese dumpling/noodle chain with US locations. Most comparable as an Asian casual sit-down concept anchored by dumplings and noodles, though at vastly larger scale than Woon.
• Sweetgreen: Public fast-casual restaurant brand. Useful benchmark for fast-casual unit economics, packaged retail extension, and brand-led multi-unit scaling — all relevant to Woon's growth trajectory.
• Panda Express: Largest American Chinese QSR chain. Comparable category (American-Chinese restaurant) but at massive scale; sets the competitive ceiling and benchmark for Chinese menu expectations.

Direct peers

• Junzi Kitchen: Modern fast-casual Northern Chinese concept with multiple locations and a branded retail line. Closest analog to Woon in combining sit-down Chinese dining with packaged sauce/bowl products and brand-forward positioning.
• Xi'an Famous Foods: NY-born hand-pulled noodle chain expanding across the US. Comparable as a regional-to-national Chinese casual restaurant concept built around signature noodles and bold regional cuisine.

Regional players

• Chengdu Taste: Beverly Hills-based Sichuan restaurant famous for spicy Chinese cuisine. Comparable as a high-profile, single-cuisine, chef-led LA Chinese concept with strong regional brand cachet.
• Howlin' Ray's: LA cult-status Nashville hot chicken concept with a second location and brand merchandise. Comparable as a chef-driven LA restaurant that converted pop-up buzz into multiple locations plus apparel/merch line.

Others

• Heritage Restaurant Brands: Restaurant multi-brand operator and acquirer of chef-driven concepts. Relevant as a potential strategic acquirer / consolidation partner for scaling independent restaurant brands like Woon.
• Erewhon: LA premium grocer that stocks curated local packaged food brands. Comparable as a wholesale channel and stocking validation point for Woon's homestyle pantry line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@woonkitchen
• Facebookfacebook.com/woonkitchen
• Instagraminstagram.com/woonkitchen

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 WOON