Foody

Foody.com.co operates as an online restaurant and food delivery platform in Colombia, specifically targeting the market for healthy and balanced meals. The company was established in 2016 by co-founders Antonio Plata and Andres David Galindo. The venture was born from Plata's personal struggle to find lunch options near his workplace in Bogotá that were both healthy and affordable, identifying a gap in the market between inexpensive, less healthy "corrientazos" and pricier balanced restaurants.

Before establishing Foody, Antonio Plata had a seven-year entrepreneurial journey, which included a football forecasting platform and a dating application. These previous experiences provided a key lesson: the importance of solving a strong, persistent user problem. This philosophy was central to Foody's initial development. The team, later joined by Juan Sebastián Pasquale, focused on perfecting the product and user experience before scaling, which eventually led to a 300% improvement in customer retention and acquisition.

The business functions as a digital restaurant, controlling the entire process from menu design and food production to delivery via its proprietary platform. Foody primarily serves individuals and corporate clients in Bogotá, Chía, Cajica, Guaymaral, and Fontanar. Its business model is centered on a subscription service for pre-made, healthy meal plans that are approved by nutritionists. Customers can program their orders, and the meals, which are made with 100% natural ingredients and no preservatives, only require two minutes of heating. Revenue is generated through these subscription packages, which are renewed via automatic debit every 28 days, with pricing becoming more economical as more dishes are ordered. The platform also utilizes "Foodycréditos," a credit system for purchasing meals and other items, and offers tailored packages and discount coupons for corporate clients to enhance employee benefits and loyalty.

In August 2021, Foody was acquired by Todos Comemos S.A.S., another Colombian startup supported by the U.S. accelerator Y Combinator. This acquisition integrated Foody into a larger family, with the goal of expanding services to other cities while maintaining the Foody brand and operational model.

Keywords: food delivery, healthy meals, subscription service, foodtech, corporate wellness, online restaurant, meal plans, direct-to-consumer, Colombian startup, prepared meals