In 2023, CEO Randy Wu was considering the optimal growth strategy for Fantuan, a restaurant food delivery platform that had expanded from its 2014 founding in Vancouver, Canada to serve the Chinese demand for Asian cuisine in urban markets across Australia, Canada, the United Kingdom, and the United States. Unlike mainstream platforms such as DoorDash and Uber Eats, Fantuan had been profitable for its first four years until deciding to invest heavily in international expansion in 2020. Wu and his team now were evaluating how best to scale Fantuan further in order to capture additional value: by extending its existing services to new geographies, deepening its offerings for existing customers, or broadening its customer base beyond the Chinese diaspora.