On this episode of The Two Percent, host Anu Duggal sits down with Judy Thelen to talk about how a shared Google Map of restaurants turned into one of the fastest-growing dining apps in the country.
Judy reflects on co-founding Beli with her husband Elliot during business school, graduating into the pandemic, and the early gamification experiments that sparked organic growth. She explains why the team refused to spend on paid acquisition, how they built a platform with more ratings than Yelp with just four people, and what it took to earn restaurant trust by deliberately not talking to restaurants.
The conversation also covers the dynamics of building with your spouse, why they look to Strava and Letterboxd instead of other food apps for product inspiration, and what's next as Beli approaches a hundred million ratings.
Episode Resources
Check out Beli: https://www.instagram.com/beli_eats/
Follow Judy: https://www.linkedin.com/in/judiththelen/
Follow Anu: https://www.instagram.com/anuduggal/
Follow Female Founders Fund: https://www.instagram.com/femalefoundersfund/
Season 7 of The Two Percent is presented by J.P. Morgan.
J.P. Morgan supports businesses at every stage of growth, from startups to mature companies, by providing access to dedicated banking teams with deep expertise across industries. J.P. Morgan helps startups navigate complexity with confidence and scale with purpose. Learn about How J.P. Morgan partners with Startups: jpmorgan.com/growwithoutlimits
Disclosure: The Two Percent is hosted by Anu Duggal, Founding Partner of Female Founders Fund. Some guests featured on the podcast may be founders or leaders of companies that Female Founders Fund has invested in, or may have other professional relationships with the fund. Any views expressed by guests are their own and do not necessarily reflect the views of Female Founders Fund or its affiliates. This podcast is for informational purposes only and should not be considered investment advice.
Executive Producer: Anu Duggal
Series Producer / Editorial Producer: Julie Cerick
Production Manager: Rachel Braun
Post-Production & Editing: Rachel Braun, Don't Buzz, Melrose Podcasts Studios
