DimOrder

Based in Hong Kong, DimOrder is a cloud-based point-of-sale and restaurant management platform that automates ordering, payment processing, and delivery workflows for various food service operators across Southeast Asia. The software enables independent small and medium-sized enterprises to digitize menus, manage omnichannel dine-in and delivery orders, and access integrated supply chain logistics. Additionally, the platform generates revenue through software subscription fees and provides specialized financing packages underwritten by proprietary transactional data. Operating with a workforce of 70 employees, the company currently serves a growing customer base of over 800 regional restaurants. The enterprise gained early institutional backing by participating in the Winter 2022 batch of Y Combinator, working alongside primary partner Brad Flora to scale its commercial operations. DimOrder was founded in 2019 by former food and beverage industry operators Tim Lee and Ben Wong.

DimOrder is a Hong Kong-based restaurant technology company founded in 2019 that provides an all-in-one POS system tailored for Southeast Asian restaurants, often described as the "Toast for Southeast Asia." Its platform integrates automated ordering, payments, digital menus, CRM, AI marketing, supply chain management, and even short-term lending, enabling restaurateurs to streamline operations and focus on their core business. Serving primarily small and medium-sized restaurants across Hong Kong and Southeast Asia, DimOrder addresses pain points like labor costs, ingredient procurement, and customer engagement, achieving $7.4 million in revenue by 2024 with a 70-person team[1][2][3].

The company was founded by Tim Lee and Ben Wong, both with deep experience in the F&B industry and finance. Tim Lee, a former restaurant operator and wealth manager, and Ben Wong, who ran multiple F&B outlets and has expertise in payment and cash management, created DimOrder after encountering operational challenges firsthand. Their early insight into the lack of digital tools for restaurants, especially in Southeast Asia, led them to develop a comprehensive platform that digitizes menus, automates ordering and payments, and supports marketing and supplier management. Early traction included winning the Start-up Express award in Hong Kong, which boosted their brand and helped expand into Southeast Asia markets[2][3][4].

Core Differentiators

• Comprehensive All-in-One Platform: Unlike traditional POS systems, DimOrder integrates ordering, payments, CRM, AI-driven marketing, supplier ordering, and short-term lending into a single platform.
• Tailored for Southeast Asia: The system is customized for the unique needs of small and medium restaurants in the region, including diverse cuisine types like Chinese, Japanese, hotpot, and cafes.
• User-Friendly & Flexible: Features include QR code pre-ordering, customizable receipt printing, inventory tracking, and customer grouping, enhancing workflow and table turnover.
• Strong Industry Insight: Founders’ direct F&B experience informs product design, ensuring practical solutions for operational pain points.
• Community and Marketing Tools: Supports customer engagement through electronic coupons, VIP systems, and review management, fostering loyalty and repeat business.
• Supply Chain & Financial Services: Extends beyond POS to include supplier ordering and short-term loans, addressing cash flow and procurement challenges[1][2][3][7].

Role in the Broader Tech Landscape

DimOrder rides the wave of digital transformation in the F&B sector, particularly in Southeast Asia where many restaurants still rely on manual or fragmented systems. The timing is critical as mobile payments, QR code ordering, and cloud-based SaaS solutions gain traction in the region. Market forces such as labor shortages, rising ingredient costs, and increasing consumer demand for contactless and efficient dining experiences favor DimOrder’s integrated approach. By enabling restaurants to digitize operations end-to-end, DimOrder not only improves efficiency but also empowers smaller players to compete in a tech-driven market, thus influencing the broader ecosystem toward modernization and data-driven decision-making[3][4][7].

Quick Take & Future Outlook

DimOrder is well-positioned to deepen its footprint across Southeast Asia by expanding its product suite and geographic reach. Future trends shaping its journey include increased adoption of AI for personalized marketing, further integration of financial services to support restaurant cash flow, and enhanced data analytics for operational insights. As the F&B industry continues to embrace digital tools, DimOrder’s comprehensive and localized platform could become the backbone for restaurant operations in the region, potentially evolving into a critical infrastructure player akin to Toast in the US. Its influence is likely to grow as it helps restaurants navigate post-pandemic recovery and the ongoing shift to digital-first customer experiences[1][2][4].