FoodByUs
FoodByUs is an Australian B2B cloud marketplace connecting 2,000+ hospitality venues with 3,300+ wholesale food suppliers, processing $200M+ in annual procurement spend. It monetizes via SaaS subscriptions, transaction fees, manufacturer cashbacks, and data services.
- Company typePrivate
- Founded2016
- HeadquartersSurry Hills, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What FoodByUs does
FoodByUs is a cloud-based B2B wholesale food marketplace and procurement platform built for the Australian hospitality industry. Founded in 2016 in Surry Hills, Sydney, by the Menulog founding team (Tim Chandler, Ben Lipschitz, and Gary Munitz), the platform connects 2,000+ hospitality venues with 3,300+ wholesale food suppliers across 16+ product categories, processing 20,000+ monthly orders and over $200 million in annual procurement spend. The core product is an all-in-one order management system that consolidates supplier ordering, invoicing, price tracking, menu costing, and accounting reconciliation into a single web and mobile interface (iOS/Android). The technology stack includes an AI-powered Invoice Hub that extracts line-item data from supplier invoices, a Menu Costing engine with real-time margin alerts, and FoodByUs Insights, a market intelligence platform that aggregates pricing data for manufacturers.
The company operates a hybrid revenue model combining freemium subscriptions (Free tier, Essential at $99/month, Premium at $149/month), marketplace transaction fees, manufacturer cashback economics through its Shop & Save program with brands such as McCain, Nestle, Pacific West, and Unilever Food Solutions, and a growing manufacturer-facing advertising and data services line. Distribution is product-led via self-serve sign-up with a 90-day premium trial, supplemented by a dedicated account management motion for enterprise customers running multi-site operations. The company has built a deep integration ecosystem spanning accounting (Xero, MYOB, QuickBooks), POS (Lightspeed, Square, OrderMate, H&L, Tevalis, Bepoz, Idealpos, SwiftPOS), trade financing (Shift, Butn), and restaurant analytics (Tenzo), embedding the platform into the operational stack of Australian hospitality operators. Vertical-specific sub-brands extend the proposition into Aged Care, Caterers, Hotels & Leisure, and Manufacturers.
To date, FoodByUs has raised approximately $20.8 million AUD across six funding rounds since 2016, including a $12 million round in January 2023 led by Base Capital with participation from FJ Labs, Macquarie Capital, and Trawalla Group. The company is privately held, headquartered in Surry Hills with a Melbourne operational office, and currently serves NSW and Victoria with named enterprise customers including Canva, Red Rock Venues (27 sites), and mecwacare (22 sites).
FoodByUs firmographics
Firmographics- Name
- FoodByUs
- Legal name
- FoodByUs Pty Ltd
- Website
- https://foodbyus.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FoodByUs is an Australian B2B cloud marketplace connecting 2,000+ hospitality venues with 3,300+ wholesale food suppliers, processing $200M+ in annual procurement spend. It monetizes via SaaS subscriptions, transaction fees, manufacturer cashbacks, and data services.
- Ownership category
- akta.pro rank
FoodByUs industry classification
Industry- Product category
- B2B Wholesale Food Marketplace / Hospitality Procurement Software
- NAICS
- Special Food Services (7223)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Foodservice & Hospitality Supply Marketplaces (CRAFAHAE)
- akta.pro secondary industry
- Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)
Keywords
Where FoodByUs is headquartered
LocationHeadquarters
- HQ city
- Surry Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
FoodByUs business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Fees: Three-tier subscription model: Free (basic ordering), Essential ($99/month or $79 billed annually), and Premium ($149/month or $119 billed annually). Premium includes dedicated account manager, custom tendering, POS integration, and custom reporting.
- Marketplace Transaction Fees: Platform facilitates ordering between venues and wholesale suppliers. Transaction fees may apply to buyers and/or suppliers on orders placed through the marketplace.
- Manufacturer Cashback Program (Shop & Save): Partnership with manufacturers (McCain, Nestle, Pacific West, etc.) for exclusive deals and cashback. Venues earn unlimited cashback on purchases from partnered manufacturers, creating a network effect and supplier loyalty.
- Manufacturer Advertising & Data Services: FoodByUs Insights provides market intelligence to manufacturers including scan data, competitor pricing, and trend analysis. Manufacturers can advertise products directly to venues on the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for basic wholesale ordering with core features |
| Subscription | Annual | Essential tier for streamlined procurement with accounting integration |
| Subscription | Annual | Premium all-inclusive solution with full cost visibility and dedicated support |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
FoodByUs product offering
Product offeringCore offering
FoodByUs operates a cloud-based B2B wholesale food marketplace and procurement platform that connects Australian hospitality venues (restaurants, cafes, pubs, hotels, aged care, caterers) with thousands of wholesale food suppliers. The platform consolidates digital ordering, AI-powered invoice processing, real-time price tracking, menu costing, accounting/POS integrations, and a manufacturer cashback program into a single subscription-based service with multi-venue procurement capabilities.
Product overview
FoodByUs is a cloud-based all-in-one wholesale food ordering and management system for hospitality venues in Australia, operating as a platform-plus-modules architecture. The core FoodByUs Platform serves as the central hub connecting hospitality venues with hundreds of wholesale suppliers. The product portfolio includes six interconnected modules: Digital Ordering (core order management), Marketplace (supplier discovery and price comparison), Menu Costing (real-time food costing and profitability), Invoice Hub (AI-powered invoice processing), Price Tracking (price history and spending visibility), and Shop & Save (cashback rewards program). Vertical-specific solutions include FoodByUs for Aged Care, FoodByUs for Caterers, and FoodByUs for Hotels & Leisure. The manufacturer-facing FoodByUs for Manufacturers includes Shop & Save, Large Operator Access, Advertising, and FoodByUs Insights market intelligence. Pricing tiers are Free (digital ordering, marketplace, price tracking, invoice hub, shop & save), Essential ($99/month, adds multi-venue access and accounting integration), and Premium ($149/month, adds menu costing, POS integration, custom reports, dedicated account manager). Mobile apps for iOS and Android enable on-the-go order management.
Differentiator
Problem solved
Functional benefit
Products and services
- FoodByUs Platform All-in-one cloud-based wholesale food ordering and management system for hospitality venues. Consolidates digital ordering, supplier marketplace, menu costing, invoice processing, price tracking, and accounting/POS integrations into a single subscription service with multi-venue procurement.
- FoodByUs Mobile App Native iOS and Android mobile application enabling venues to manage orders, COGS, reporting, payments, invoices, and accounting from a smartphone.
- FoodByUs for Aged Care Specialized procurement solution for aged care facilities that consolidates all food suppliers in one place with cost and quality focus, multi-site visibility, compliance management, and manufacturer rebate administration. Integrates with the SoupedUp and SafeFood Pro digital ecosystem.
- FoodByUs for Caterers Food and beverage procurement solution tailored for catering businesses, supporting wide product range requirements and event-driven ordering workflows to improve efficiency and growth.
- FoodByUs for Hotels & Leisure Supply chain and procurement solution for hotels and leisure businesses that improves operational efficiency and consistency across hotel F&B venues through centralized ordering.
- FoodByUs for Manufacturers Manufacturer offering that combines Shop & Save cashback campaigns, Large Operator Access, venue-facing Advertising, and FoodByUs Insights market intelligence (scan data, competitor insights, new product development trends) to give foodservice manufacturers direct access to 2,000+ Australian hospitality venues.
- FoodByUs Insights Subscription-based market intelligence platform for manufacturers providing scan data from thousands of invoices processed daily, competitor pricing insights, and new product development trend analysis. Powers the FoodByUs Index monthly reports.
Quantifiable outcome
- 67% reduction in procurement time
- +6 more outcomes
Companies that use FoodByUs
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
FoodByUs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability12 records
Feature6 records
FoodByUs partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and supporting.
- XerocoreAccounting software integration allowing venues to push all invoices to Xero with one-time setup. Invoice mapping lets venues map invoices to existing cost centers. Automatic bank feeds and financial data syncing.
- QuickBookscoreAccounting integration enabling venues to automate expense management. Syncs with FoodByUs for automated invoice processing. GST and BAS tracking capabilities.
- MYOBcoreIntegration with MYOB Essentials (cloud-based for small businesses) and MYOB AccountRight (for growing businesses). Supports online invoicing, expense tracking, bank reconciliation, inventory management, and payroll.
- LightspeedcorePOS integration providing accurate COGS insights by linking POS items to FoodByUs menu recipes. Real-time margin monitoring and price tracking. Total Sales Reports for profit optimization.
- SquarecorePOS data integration for accurate COGS insights and margin monitoring. Links Square POS items to FoodByUs recipes. Live sales trend tracking and dish performance reporting.
- OrderMatecorePOS integration with OrderMate providing seamless data syncing. Menu management, reporting & insights, stock & inventory management, staff permissions & security features.
- ShiftsupportingTrade financing partner providing up to 14-day payment terms (30 days available). Account limits up to $500k. Register online with instant approval. Free to venues.
- ButnsupportingTrade financing partner offering 7 or 14 day payment terms at no cost. Account limits up to $50,000 in minutes. Funding limit increases as venues transact.
- TenzosupportingRestaurant PerformanceOps platform integration combining ordering data with sales, labour, and inventory insights. Smarter cost control and COGS reporting.
- Australian Foodservice Advocacy BodysupportingIndustry body partnership for sharing insights, resources, and bringing the hospitality industry closer together.
- Restaurant & Catering AssociationsupportingIndustry body partnership to connect with hospitality venues and share resources.
- FoodService Association AustraliasupportingIndustry body partnership for industry advocacy and venue connections.
- McCain FoodservicecoreManufacturer partner in Shop & Save cashback program. FoodByUs Insights customer for live market insights. Major foodservice brand providing frozen food products to venues.
- NestlecoreManufacturer partner in Shop & Save cashback program providing exclusive deals to FoodByUs venues.
- Pacific WestcoreManufacturer partner in Shop & Save cashback program.
- Unilever Food SolutionscoreManufacturer partner in Shop & Save cashback program providing exclusive deals.
- SandhurstcoreManufacturer partner in Shop & Save cashback program.
- PriestlyscoreManufacturer partner in Shop & Save cashback program.
- CotteescoreManufacturer partner in Shop & Save cashback program.
- Heinz KraftcoreManufacturer partner in Shop & Save cashback program.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
FoodByUs competitors and assessment
Company assessmentDirect peers
- MarketMan: Restaurant inventory and supplier management platform serving SMB and mid-market foodservice operators in North America. Closest direct competitor with similar SaaS-plus-marketplace model, COGS tracking, and supplier ordering workflows.
- Choco: B2B food ordering platform connecting restaurants and hospitality venues with wholesale suppliers, with strong presence in Europe and the US. Direct competitor targeting the same fragmented wholesale procurement pain point with comparable network-effect thesis.
- BlueCart (by Cut+Dry): B2B food ordering and e-commerce platform for restaurants and food distributors, with order management, invoice processing, and supplier catalog functionality comparable to FoodByUs's marketplace and invoice hub.
- Ordermark: Restaurant supply order consolidation platform that aggregates orders across multiple suppliers, comparable to FoodByUs's marketplace consolidation value proposition for SMB venues.
Broad incumbents
- Restaurant365: All-in-one cloud-based restaurant management platform including inventory, purchasing, and accounting modules that compete directly with FoodByUs's menu costing and procurement features for US restaurants.
- Lightspeed Restaurant: Global POS and commerce platform for hospitality that offers procurement integrations and inventory features; existing FoodByUs partner but also a potential competitive threat as it could natively build similar supplier ordering capabilities.
- Toast: Leading US restaurant POS and management platform with growing supply chain and procurement features. Represents a major competitive threat as it embeds procurement into its all-in-one restaurant operating system.
Emerging players
- Pepper (formerly PepperHQ): B2B food ordering platform focused on hospitality venues with comparable marketplace and procurement workflow features, primarily serving the Australian and New Zealand markets.
- Procurify: B2B procurement platform with foodservice applicability, offering purchase order management, supplier catalogs, and spend analytics that overlap with FoodByUs's procurement and invoice hub capabilities.
Others
- Tenzo: Restaurant PerformanceOps platform combining sales, labour, and inventory data. Existing FoodByUs integration partner but also an adjacent player in restaurant cost management analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FoodByUs social profiles
Digital presenceFoodByUs compliance and trust
Trust signalCompliance1 record
FoodByUs financial estimates
Financial estimateRevenue estimate
Valuation estimate
FoodByUs leadership team
Management profileNumber of profiles
Profiles3 records
FoodByUs funding detail
Funding detailFunding overview
Funding rounds6 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FoodByUs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FoodByUs
What does FoodByUs do?
FoodByUs operates a cloud-based B2B wholesale food marketplace and procurement platform that connects Australian hospitality venues (restaurants, cafes, pubs, hotels, aged care, caterers) with thousands of wholesale food suppliers. The platform consolidates digital ordering, AI-powered invoice processing, real-time price tracking, menu costing, accounting/POS integrations, and a manufacturer cashback program into a single subscription-based service with multi-venue procurement capabilities.
Is FoodByUs a public or private company?
FoodByUs is a private company. It is classified as venture growth investor backed and is currently operating.
When was FoodByUs founded?
FoodByUs was founded in 2016. It employs 1 to 10 people.
Where is FoodByUs based?
FoodByUs is headquartered in Surry Hills, Australia, in the Oceania region.
How does FoodByUs make money?
Four revenue lines are on record. Subscription Fees are the primary driver. The others are marketplace Transaction Fees, manufacturer Cashback Program (Shop & Save) and manufacturer Advertising & Data Services.
Who are FoodByUs's main competitors?
Direct peers on record are MarketMan, Choco, BlueCart (by Cut+Dry) and Ordermark. Broad incumbents are Restaurant365, Lightspeed Restaurant and Toast. Emerging players are Pepper (formerly PepperHQ) and Procurify. Tenzo is listed as an others.
Does FoodByUs have an API?
Yes. FoodByUs Terms of Service reference the 'FoodByUs API' in the context of developer access policies, stating users may not 'access or use our Site, Application or the FoodByUs API to use, expose, or allow to be used or exposed, any FoodByUs Content.' No public API documentation, developer portal, endpoint specifications, or SDK offerings were found on the website.
What industry is FoodByUs in?
FoodByUs's product category is B2B Wholesale Food Marketplace / Hospitality Procurement Software. Its primary akta.pro industry code is CRAFAHAE, Foodservice & Hospitality Supply Marketplaces, with a secondary code of AFAIAMAD, Wholesale-to-Business Online Ordering (B2B Food E-Commerce). Its NAICS code is 7223 and its SIC code is 5812.