Riyadh‑based Foodics, the restaurant management SaaS and fintech platform, posted remarkable growth in the first half of 2025. Its embedded financial services are reshaping operational norms across restaurants in the Gulf and beyond.
Key Metrics
- Active restaurant branches served increased to over 33,500, a 23% YoY rise (LinkedIn).
- Gross Merchandise Volume (GMV) hit $6 billion, up 27% from H1 2024 (LinkedIn).
- Payment volume via its fintech stack saw a 38% jump, showing stronger adoption of digital payment and financing tools (LinkedIn).
- Annual recurring revenue (ARR) climbed 29%, signaling predictable growth (LinkedIn).
- International revenue soared 56%, reflecting successful expansion beyond Saudi borders (LinkedIn).
What These Figures Mean
Foodics is no longer simply a POS tool, it’s now the financial backbone behind thousands of restaurants. By offering working capital, recurring payments, and real-time cash flow insights, it transforms SaaS into a strategic fintech enabler. This transformation aligns with Foodics CEO Ahmad Al‑Zaini’s description of a “structural shift in the F&B sector” (LinkedIn).
Strategic Implications
For VCs and startup founders, Foodics illustrates the value of:
- ✅ Embedding FinTech into SaaS – Payment and loan tools boost usage, stickiness, and revenue.
- ✅ Market-led rollout of financial services – Increasing payment volumes outpace mere user growth.
- ✅ International expansion – A 56% increase abroad shows strong appetite for MENA‑based fintech solutions.
Expansion and Innovation Moves
Foodics is doubling down on expansion. It has announced investments exceeding $100 million into fintech, AI, and restaurant tech and acquired the UK‑based Solo (self‑order kiosks and ordering systems) to enrich its full-stack offering (Foodics). These moves support scaling its SaaS‑plus‑fintech model into adjacent verticals and geographies.
Broader MENA Trends
Foodics’ performance reflects broader market shifts across MENA:
- F&B digitization is accelerating, restaurants now expect tools beyond POS: financing, integrated ordering, analytics, and loyalty.
- Embedded finance is emerging as the growth engine in SaaS models. Consumers and operators alike are more receptive to integrated financial offerings.
- Regulatory readiness in markets like Saudi, UAE, and Bahrain supports fintech innovations in commerce and lending.
Recommendations for Stakeholders
For VCs:
- Consider investing in SaaS platforms with embedded financial features.
- Target startups with region‑wide expansion and fintech scalability.
Entrepreneurs:
- Prioritize products that bundle operations and finance.
- Leverage data‑driven offerings to differentiate and retain clients.
For F&B Operators:
- Favor platforms offering financing, payment automation, and cash‑flow tools in one suite.
- Look for providers offering local regulatory compliance and regional support.
In Closing…
Foodics is proving that the future of SaaS in MENA lies at the intersection of restaurant operations and embedded finance. Its H1 2025 growth, anchored by a 27% rise in GMV, 38% leap in payments, and 56% expansion in international revenue, highlights a scalable and repeatable fintech-led model.
As embedded financial services become central to regional digital ecosystems, Foodics sets a high bar, and offers a roadmap, for building high-growth, user‑centric SaaS platforms across MENA.