Treatful

Treatful, legally known as Treat Technologies, Inc., operated as an online platform for purchasing and sending restaurant gift cards electronically.

The company was established in 2010 by co-founders Hoon Kim and Brent Looney in San Francisco. Treatful targeted consumers looking for a convenient and quick way to gift dining experiences at local restaurants. The platform allowed users to select a restaurant, purchase a gift card online, and have it delivered instantly to the recipient's email. This model addressed the growing market for restaurant gift cards by providing an immediate, digital solution.

For its restaurant partners, Treatful offered a streamlined and automated method for selling gift cards online, expanding their reach without significant overhead. The business model involved taking a percentage of the value of each gift card sold through the platform. The service was designed to be user-friendly for both the gift-giver and the recipient, who could redeem the digital card directly at the participating restaurant.

In August 2012, after securing approximately $1 million in venture capital from investors including Kima Ventures and Brainstorm Ventures, Treatful was acquired by OpenTable for $4 million in cash. The acquisition was a strategic move for OpenTable, which planned to integrate Treatful's digital gift card functionality with its existing restaurant reservation services. Following the acquisition, the Treatful service was absorbed into OpenTable's offerings.

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