Beautifood initially started as a web2 digitalisation solution for the F&B industry, consisting of just merely a QR ordering system and also a point of sales (POS) system. However we noticed that the market has become so competitive in a point that there are too many choices for merchants. The ironic situation is that despite the variety of such solutions, there are still problems that are not addressed.

This is mainly because every business have their own unique business process and preferences. Thus for such centerised solutions to be able to cater for all, they tend to put in a lot of features and options for merchants, which increases the complexity of the entire solution. On the other hand, F&B merchants could not afford the high cost in customising their own digitalisation solution.

There are cases where F&B merchants modify their business processes in order to use such digitalisation solutions, which highly affects customer experience and also incerese the burden of their staff. The F&B industry is a vast sector, and every merchant will have their unique element and position in the market. It is very hard to design a superapp that caters for all, since it is impossible for us to visit each and every F&B merchant in the world, study their business process, and work out a “super solution” for all of them.

So we thought of instead we build such a “super solution”, we develop a set of standards and protocols for the merchants. We aim to provide them a platform to build their brand without the need of high costs and sophisticated skills to create a customised digitalisation solution for their own business.