Jonathan Lim co-founded Oddle with Pua Yong Xiang and Jeremy Lee. The company launched in March 2014 as a subscription tool that let restaurants take online orders under their own brand.
The early numbers were small. For the year to March 2018, revenue was S$1.8 million and the net loss was S$2.3 million. Oddle had started as a white-label e-commerce provider and had to change its model.
In September 2020 the three founders hired an adviser and approached possible buyers, while saying they might keep the business. The pandemic had pushed restaurants to sell direct, and Oddle added e-shops, reservations and QR ordering. Revenue for the year to March 2021 was $18 million.
In September 2021 Oddle launched Oddle Reserve. On 31 May 2022 Lim announced a $5 million pre-Series B round led by Altara Ventures, and the Oddle Eats app launched the same year.