ABSTRACT By considering the importance of culinary and technology adoption, this study investigates the impacts of perceived benefits (marketing, management, and competitive advantages) on web 2.0 adoption intention in the culinary industry. The study also examines the role of Web 2.0 adoption intention on the company’s financial performance. This research used Smart-PLS version 3 and SPSS 24 software for data analysis. An online survey was conducted using Google Docs forms, and data obtained from 1082 usable responses were used for analysis. The study found that perceived benefits (marketing, management, and competitive advantages) significantly impact W’s intention to adopt Web 2.0 and its financial performance. In this era, technology adoption can change the direction of any company. Technological adoption occurs fast in global companies, and the culinary industry is no exception. Like other sectors, the culinary industry must adopt technological advancements to maintain this competitive market. The culinary industry contributes significantly to its growth, especially in Malaysia.