At Cento Ventures, we look for founders who understand the structural inefficiencies of Southeast Asia and build technology that’s both deeply vertical and regionally scalable.
FeedMe, a Malaysia-based restaurant software platform founded by Squall Tan and King Wei Lo, embodies this principle perfectly. We have recently participated in FeedMe’s $5 million Series A round that was led by Integra Partners.
Southeast Asia’s restaurant sector remains constrained by outdated and disjointed point solutions that create operational silos, slow decision-making, and increase costs. Operators today must navigate multiple systems for POS (point-of-sale), ordering, accounting, delivery, and payments — none of which integrate well with each other.
Adding to this complexity is the extraordinary diversity of Southeast Asia’s F&B landscape, spanning everything from mamaks and hawker stalls to fast-growing challenger chains and premium dining groups, each with distinct workflows and operational needs. This diversity makes the sector difficult for generic POS systems to serve, and highlights the scale and defensibility of purpose-built solutions.
Labour costs continue to rise while restaurant margins remain razor thin. Many new outlets fail within their first few years. This creates clear demand for tools that improve efficiency, automate workflows, and enable data-driven decisions—capabilities traditional POS providers were never designed to deliver.
An all-in-one platform built for F&B
Founded in 2019, FeedMe was built to solve exactly this problem. It offers an all-in-one, cloud-based operating system that unifies POS, delivery integrations, e-invoicing, QR ordering, queue management, accounting, kitchen displays, HRM, inventory, CRM, and AI-driven operational tools.
Purpose-built for F&B, the platform integrates front- and back-of-house operations on a single stack—giving operators one unified command center to manage sales, staff, and supply chains.
This deep vertical focus sets FeedMe apart in a market where many SaaS players try to serve both retail and F&B with generic solutions. By addressing the unique complexity of food service—high transaction volume, fluctuating demand, strict timing—FeedMe has built a defensible product that scales from independent outlets to regional chains.
Product-led growth with strong traction
The company now serves over 11,000 outlets across Southeast Asia and has grown more than 10x in revenue since 2021. Its customer base includes leading brands such as ZUS Coffee, Christine’s Bakery, Salad Atelier, and Hock Kee Kopitiam, who rely on FeedMe to centralise operations, integrate CRM with sales, and meet new compliance requirements such as Malaysia’s e-invoicing rollout.
Equally important, the company has maintained product velocity and capital efficiency — expanding its reach and improving retention while remaining disciplined with cost. In our view, this is a hallmark of enduring software businesses in emerging markets: solving hard problems without overcapitalisation.
Beyond software, FeedMe’s evolution into embedded payments and financial services introduces powerful new revenue streams. By integrating SoftPOS payments directly into its platform, any NFC-enabled phone can accept payments instantly — reducing onboarding friction while improving data capture for underwriting and analytics.
This data advantage positions FeedMe to extend into lending, working capital, and revenue-based financing, aligning platform growth directly with restaurant throughput. In parallel, the company is investing in AI modules for demand forecasting, inventory optimisation, and customer engagement — tools that transform restaurant and the rapidly expanding chain management from reactive to predictive.
A founder-led culture of technical discipline
We were drawn to FeedMe not only for the market opportunity but also for the founders themselves. Squall and King Wei are product-driven technologists who have built FeedMe from the ground up, starting with local restaurants in Johor and scaling to a regional footprint through focus, speed, and a deep understanding of merchant pain points.
“We’ve always believed that the best technology for F&B has to feel invisible — it should simplify, not overwhelm. Restaurants shouldn’t need five different systems to run their business. Our goal is to make their lives easier by bringing everything — from payments to inventory to customer engagement — into one ecosystem that just works.”
— Squall Tan, co-founder and CEO of FeedMe
Their journey from building early prototypes at local hackathons to serving household F&B brands today reflects the founder story we admire: persistent, pragmatic, and relentlessly user-focused.
At Cento, we believe the next generation of software leaders in Southeast Asia will be vertical, payments-enabled, and data-intelligent. FeedMe sits precisely at that intersection. It is not just replacing outdated POS systems — it is redefining how restaurants operate, transact, and make decisions.
We’re proud to partner with Squall, King Wei, and the FeedMe team alongside Integra Partners to support their expansion across Thailand, Singapore, and the wider region. As restaurants in Southeast Asia continue their digital transformation, FeedMe is well positioned to become the category-defining operating system that powers them.