CJ Freshway Launches New Dining Menu Funding Platform 'Pait'

The Nation's First F&B Specialized Funding Platform

CJ Freshway announced on the 16th that it will launch ‘PIEAT,’ a food and beverage (F&B) specialized funding platform.

PIEAT is a customized consulting service by CJ Freshway that introduces dining brands and products through crowdfunding, aiming to attract customers, increase sales, and ultimately achieve business success for those companies. Unlike existing domestic funding platforms that handle various products such as fashion, beauty, and tech, PIEAT differentiates itself by focusing exclusively on the food category.

PIEAT primarily targets small and medium-sized franchises and individual businesses, in addition to CJ Freshway’s existing large franchise customers. Its goal is to provide consumers with trendy dining menus at reasonable prices while driving sales growth for small and medium-sized enterprises. The project name PIEAT reflects the idea of growing and sharing the “pie” of sales together, emphasizing a profit structure and service benefits that benefit both dining businesses and consumers.

Born as CJ Freshway’s first in-house venture project, PIEAT operated a pilot service from July last year to April this year to verify synergy with existing businesses. Through this, it plans to proactively identify various emerging trends across the dining industry ahead of the mainstream, such as age group preferences for new food cultures and dining experiences, thereby further strengthening its dining solution capabilities. PIEAT can offer various solutions to partners, including food ingredient distribution, product planning, and new distribution channels, by leveraging CJ Freshway’s infrastructure.

Starting this month, PIEAT will officially launch its service through a newly revamped website and a newly developed application. In addition to 12 successful crowdfunding cases accumulated so far, it plans to continue collaborations with popular brands that have proven their buzzworthiness. Existing collaboration brands include the authentic American handmade burger ‘Zion Burger,’ New York sandwich ‘Lenwich,’ Hannam-dong’s ‘Deokdeokdeok,’ famous for its cronut, and ‘Ogeunnae Dakgalbi,’ which has been selected for the Michelin Bib Gourmand.

A CJ Freshway representative said, “PIEAT’s competitiveness lies in being the nation’s first F&B specialized platform and possessing the capabilities of the country’s number one food ingredient distribution company.” They added, “It will establish itself as a win-win platform that offers consumers trendy new menus at reasonable prices while also enabling small and medium-sized dining businesses to expand their operations.”