페이타랩 스마트한 주문의 시대
2 known investors
PassOrder is a smart-order platform that lets customers order, pay for, and collect loyalty points on cafe drinks before arriving at the store, reducing staffing and turnaround time for cafe owners. It connects cafes with coffee consumers in South Korea and serves as a marketing and additional-sales channel for store owners.
Also known as PassOrder · Paytalab · 패스오더
Investors · 2
Company profile
researched Aug 2026PassOrder (패스오더) operates a mobile smart-order platform for cafes in South Korea. Customers place an order, pay and accumulate loyalty points through the app before arriving at the store, so staff only prepare the beverage rather than handling ordering, payment, pager notification and point accrual at the counter. The company positions the service as a customer-facing ordering platform rather than a single-brand proprietary app, describing itself as a promotional channel through which merchants can reach consumers already using the platform.
The merchant-facing product includes automated order intake, automatic push notification when a drink is ready (replacing physical pagers and separate messaging costs), and automatic loyalty accrual without phone-number entry or paper coupons. The company states that each order handled through the platform saves a store at least five minutes of staff time, and presents store-level case data on incremental monthly revenue, additional orders, potential customers reached, and reduced labour hours and labour cost. Onboarding is presented as requiring no dedicated hardware purchase or installation, with menu registration handled on the merchant's behalf.
Business model
PassOrder is a two-sided ordering platform: consumers use a mobile app to order from participating cafes, while merchants adopt the platform as an additional sales and marketing channel. The company markets it as an alternative or complement to franchise-owned proprietary apps, arguing that consumers prefer platforms that allow comparison across brands and menus.
Merchants pay usage fees tied to the volume of orders generated through the platform, with no initial adoption cost, no fixed monthly cost, no installation or advertising fee, and no contractual lock-in or termination penalty. The company describes a capped pricing scheme in which the monthly service fee does not exceed a set amount, so the effective fee rate declines as PassOrder-generated revenue rises; the published table shows fees such as KRW 147,500 (capped to KRW 60,000) on KRW 2.5m of monthly PassOrder revenue, an effective 1.20% at KRW 5m and 0.6% at KRW 10m.
Traction
As of July 2024 the company reports more than 9 million users, a first-place ranking among cafe ordering apps, average sales equivalent to 599 cups per second per month, and 5,131 monthly merchant adoption inquiries. As of August 2024 it lists per-store cumulative order counts visible in the app, including 182,435 orders at Mega Coffee Asan Baebang and 182,230 at Coffee On Apgujeong Station. Store case studies cite monthly incremental revenue of KRW 12.8m to KRW 23.8m attributable solely to PassOrder orders. Cited recognition includes first place in the food and beverage category on the App Store and Play Store in 2024, App Store "App of the Day" selection in 2024, Google Play trending app selection in 2023, 11th place in a 2022 Forbes ranking of food and beverage apps loved by Koreans, and a 4.9 app store rating in 2022.
▸Full profile — market position, technology, go-to-market, geography
Market position
The company describes itself as the leading cafe ordering platform in Korea, claiming the number-one position among cafe order apps and stating that ordering via PassOrder is available at roughly one in three cafes in South Korea. It cites third-party survey data (Open Survey) indicating that about 65% of food and beverage consumers order through platforms, and app-user comparisons drawn from Google Play and Wide Economy.
PassOrder contrasts its multi-brand platform reach with single-brand franchise apps, arguing merchants lose incremental customers and revenue by relying on proprietary apps alone. It also highlights zero fixed and adoption costs, a fee cap that lowers the effective rate at higher volumes, no contract lock-in, free loyalty functionality and free promotional materials.
Technology
A consumer mobile application on iOS and Android combined with a merchant-side order intake system. Functions include pre-visit ordering and payment, automated order receipt without staff interaction, automated preparation-complete push notifications to the customer's phone, and automatic offline loyalty point accrual. Menu options such as specialty beans, decaffeinated, lactose-free and zero-sugar variants can be surfaced to users.
Go-to-market
Direct merchant acquisition via free consultation and store onboarding inquiries on the company's website, with zero-cost adoption, menu registration performed for the merchant, free in-store promotional materials, a free automatic loyalty function, and promotional support described as worth up to KRW 1.2m including a "KRW 100 event." Customer support for app users is handled through a KakaoTalk channel. The company also markets brand partnerships, citing more than 150 affiliated brands.
Cafe owners and operators in South Korea, including independent stores and franchise outlets of chains such as Mega Coffee, Paik's Coffee, Compose Coffee, The Venti, Mammoth Coffee and Ten Percent Coffee, plus coffee consumers ordering via the mobile app.
Geography
South Korea, with named merchant locations across Seoul (Yeongdeungpo, Songpa, Gangnam), Asan, Gwangju, Daegu, Jinju, Busan, Pohang, Changwon-area and Geochang.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsDated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 5
primary sources listed
- 페이타랩 스마트한 주문의 시대passorder.co.kr · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does 페이타랩 스마트한 주문의 시대 do?
- PassOrder is a Korean cafe smart-order platform for pre-visit ordering, payment and loyalty accrual.
- Who are 페이타랩 스마트한 주문의 시대's investors?
- 페이타랩 스마트한 주문의 시대's investors include Colopl Next, Lotte Ventures.