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From our founder

From a seller’s pain to a platform where everyone can make it

MenuDed.com wasn’t started by an investor chasing profit. It began with the pain of one small street-food seller… me.

A small roadside food stall — where MenuDed beganIllustration

I owned a small food stall. Other shops sold little at the counter but a lot through delivery apps, so I decided to try selling online too.

I hadn’t thought much about GP, so I simply priced in about 35% to cover commission, VAT and any hidden fees.

The first week online: not a single orderIllustration

A dish I sold for 69 baht at my stall became 108 baht in the app. I knew that was expensive for customers, and they still had to pay for delivery on top.

My first week online: not a single order.

69 → 108 baht

Hundreds of baht on ads, only a handful of ordersIllustration

So I tried pay-per-click ads. I spent over 500 baht on clicks and got only one or two orders.

That day I lost badly.

฿500+ in clicks → 1–2 orders

Sold for 108 baht — most of it taken awayIllustration

Then came a “pay only when someone orders” ad. I felt relieved — but on one order worth about 108 baht, 70 baht went to the ad fee.

After GP and the ad fee, before even counting ingredients, I lost money on that order. It was like giving the food away and paying the platform on top. How long are small shops supposed to put up with this?

Sold ฿108 → ฿70 ad fee

And it isn’t only shops. When I talked to riders, many told me that after deductions the job barely covers fuel and wear on their motorbikes.

There has to be a better way!

After closing the stall: sketching a fairer platformIllustration

That feeling became my commitment to change food delivery in Thailand, with a platform that is fair to everyone: shops that don’t sell at a loss, and riders who are paid what their work is worth.

Shops thrive, riders earn fairly, customers eat wellIllustration

That’s why MenuDed.com exists — not to grow rich at others’ expense, but to give food sellers across Thailand a way to thrive. A platform built by Thais, for Thais.

We believe delicious food should be easy to reach, and the people who make it deserve a fair return.

— Founder, MenuDed.com