About

I’m a founder and product builder focused on B2B SaaS and modern operations infrastructure. I was born in Korea and built my career between Seoul and Los Angeles. My work centers on streamlining operational workflows—from food & beverage to retail environments.

I began by helping hospitality teams improve their digital operations, which led me to develop a deeper interest in web architecture, developer experience, and workflow automation.

I founded Crave Up to build a more flexible infrastructure layer for online ordering and restaurant operations. This evolved into Crave.js, a modular framework for building custom storefronts, menus, and transactional workflows across restaurants, hotels, and multi-vendor environments. We’ve worked with Holiday Inn Hotel, Staybridge Hotel, Hollywood Roosevelt Hotel, and franchises with 50+ locations.

As I worked closely with operators, I saw how fragmented data—spanning internal systems, reports, and day-to-day processes—limited decision-making. That insight led to Nomly, an AI assistant that analyzes operational data, automates reporting, and delivers actionable guidance using retrieval-augmented methods.

Beyond work, I love to cook and build stuff. I document my culinary experiments at @choidiningclub.

Technical & Product Contributions

• Co-authored Crave.js with Umar Farooq, my dear colleague of 6 years, a headless online-ordering framework powering storefronts for restaurants, hotels, and food halls.
• Built CraveJS UI, a restaurant-specific component library built on shadcn/ui with production-ready menu cards, order flows, checkout, and F&B-specific features.
• Developed Nomly, an AI assistant for restaurant operators.
• Co-founded Partners Place with Arnold Byun, where we’re exploring operational workflows for international brands scaling into the U.S.; our current focus under that umbrella is Muni, an experiential vending-and-data infrastructure platform for retail venues.
• Developed multi-channel product interfaces including mobile applications, kiosk software, and hardware-connected prototypes.
• Created ingestion pipelines, normalization layers, and internal automation tooling for operational analytics and workflow optimization.

Side Projects

• Built User Flow Library, a web application for organizing user flow screenshots with AI hotspot detection, Figma-style comments, and PDF export, inspired by Mobbin.com.