Backhouse
Backhouse is an AI-powered B2B marketplace that connects foodservice operators with verified equipment vendors, processing requests against 500,000+ SKUs and collecting competitive bids from 1,000+ vendors within 24 hours. It serves multi-unit restaurant operators, enterprise franchise groups, and independent restaurants nationwide in the United States.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What Backhouse does
Backhouse is an AI-powered B2B marketplace that connects foodservice operators with verified equipment vendors, founded in 2020 by Max Mandell whose family has operated restaurants since 1959. The platform addresses the historically opaque and manual process of commercial kitchen equipment procurement by processing operator requests against a catalog of 500,000+ items and automatically collecting competitive bids from a network of 1,000+ vendors within 24 hours. Named proprietary capabilities include ModelMatch for spec-based product matching, Market Scan for pricing benchmarking, franchise compliance tooling that enables franchisors to enforce SKU-level equipment requirements, and multi-location portfolio management for warranty and asset tracking.
The company serves three customer segments: multi-unit restaurant operators (e.g., Everytable, Time Out Market), enterprise franchise groups (e.g., Hilton), and single-unit SMBs (e.g., LILIA, Cool Sips, Lazy Sister, Chapel Street Cafe, Layla Bagels). It operates a dual go-to-market combining product-led self-serve onboarding for SMBs with direct enterprise sales for franchise groups. Backhouse monetizes exclusively through transaction commissions on completed equipment purchases — operators join for free — and the platform acts as payee agent, collecting payments and remitting after deducting its fee. The company is headquartered at 287 Park Avenue South in New York, NY, operates nationwide in the United States, and has raised $350,000 from Groove Capital and Techstars as of September 2025.
Backhouse firmographics
Firmographics- Name
- Backhouse
- Legal name
- Backhouse, Inc.
- Website
- https://backhouseshop.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Backhouse is an AI-powered B2B marketplace that connects foodservice operators with verified equipment vendors, processing requests against 500,000+ SKUs and collecting competitive bids from 1,000+ vendors within 24 hours. It serves multi-unit restaurant operators, enterprise franchise groups, and independent restaurants nationwide in the United States.
- Ownership category
- akta.pro rank
Backhouse industry classification
Industry- Product category
- Foodservice Equipment Marketplace
- NAICS
- Business Support Services (5614)
- SIC
- Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
Keywords
Where Backhouse is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Backhouse business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction Commission: Backhouse earns a small percentage fee on all equipment purchased through their marketplace. Operators join for free, and Backhouse takes a commission on completed transactions. The platform acts as payee agent for vendors, collecting payments and remitting after deducting procurement fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free operator access with transaction-based revenue |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Backhouse product offering
Product offeringCore offering
Backhouse operates an AI-powered B2B marketplace that connects foodservice operators (restaurants, hotels, hospitality groups) with verified equipment vendors. Operators submit sourcing requests and the platform autonomously matches equipment against a 500,000+ product catalog, engages qualified vendors, and collects competitive bids within 24 hours. The platform also provides franchise compliance controls, multi-location portfolio management, and warranty/asset tracking for enterprise operators.
Product overview
Backhouse is an AI-powered B2B procurement marketplace for foodservice equipment, connecting restaurant operators with verified equipment vendors. The platform consists of a core AI-Powered Equipment Sourcing Platform that serves as the primary marketplace, augmented by AI features including ModelMatch (for spec-based product matching) and Market Scan (for pricing benchmarking). Supporting components include a Centralized Product Catalog (500k+ SKUs, 1k+ vendors), Franchise Compliance Tools for enterprise operators, Warranty & Asset Tracking, and Multi-Location Portfolio Management. The Vendor Network component connects verified suppliers with buyers. The architecture enables operators to submit sourcing requests that trigger AI-driven vendor matching and competitive bid collection within 24 hours.
Differentiator
Problem solved
Functional benefit
Products and services
- AI-Powered Equipment Sourcing Platform The primary B2B marketplace connecting foodservice operators with verified equipment vendors. Uses AI to automate sourcing requests, match equipment specifications, collect competitive bids within 24 hours, and manage procurement across multiple locations. Target customers are restaurant groups, enterprise franchisors, hotels, and independent operators in the United States.
- Franchise Compliance Tools Enterprise solution enabling franchisors to set equipment specs (down to SKUs, dimensions, and manufacturer requirements), maintain visibility into franchisee purchases, enforce brand compliance, and track warranties across all units from a single platform.
- Vendor Network Network of 1,000+ verified vendors and manufacturers matched with qualified buyers within their service area, providing high-intent leads and revenue opportunities for foodservice equipment suppliers.
Quantifiable outcome
- 27% average savings on equipment purchases
- +2 more outcomes
Companies that use Backhouse
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Backhouse technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature5 records
Backhouse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Duke ManufacturingcoreDuke Manufacturing is one of Popeyes' equipment partners for the 'Easy to Run' initiative, providing Extensive Holding Units designed for efficiency with machines that fit together seamlessly for easy staff access. Backhouse has featured Duke Manufacturing as an example of supplier excellence in their content.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Backhouse competitors and assessment
Company assessmentDirect peers
- Cut+Dry (formerly BlueCart): Direct competitor operating a B2B foodservice procurement platform that connects restaurants with suppliers for ordering and invoicing. Closest functional analog to Backhouse in the restaurant e-procurement category.
- Choco: B2B food ordering platform connecting restaurants and food retailers with suppliers via digital catalogs and order management. Comparable in marketplace model and foodservice/wholesale focus, with growing US presence.
Broad incumbents
- Webstaurant Store: Largest online retailer of restaurant supplies and equipment in the US. Comparable in product breadth (foodservice equipment) but operates as a direct e-commerce retailer rather than a multi-vendor marketplace.
- Restaurant Depot: Cash-and-carry warehouse club serving foodservice operators with equipment and supplies. Comparable in serving restaurant operator procurement needs at scale, though through physical retail rather than a digital marketplace.
- Sysco: Largest US broadline foodservice distributor, increasingly investing in digital procurement tools for restaurant operators. Comparable in serving restaurant supply needs at scale and represents a major potential competitor or partner as it digitizes.
- US Foods: Major US broadline foodservice distributor with growing digital ordering and procurement capabilities. Competes for the same operator wallet share on the supply side, though with a distribution-led model.
- Toast: Restaurant technology platform spanning POS, payroll, and online ordering with growing supplier-side offerings. Comparable as an embedded restaurant operations platform that could expand into procurement and compete with Backhouse for operator relationships.
- Gordon Food Service: Large broadline foodservice distributor serving restaurants, schools, and other operators. Comparable in restaurant supply and procurement, though distribution-led rather than marketplace-led.
Emerging players
- Restaurant365: Cloud-based restaurant management software (accounting, inventory, operations) with a growing supplier network. Comparable in targeting multi-unit operators with operational tooling and could expand into equipment procurement.
Others
- Faire: B2B wholesale marketplace connecting independent retailers and brands, often cited as a benchmark for two-sided B2B marketplace dynamics. Not a direct competitor but provides a relevant marketplace business model reference.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Backhouse social profiles
Digital presenceBackhouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Backhouse leadership team
Management profileNumber of profiles
Profiles1 record
Backhouse funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Backhouse 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 Backhouse
What does Backhouse do?
Backhouse operates an AI-powered B2B marketplace that connects foodservice operators (restaurants, hotels, hospitality groups) with verified equipment vendors. Operators submit sourcing requests and the platform autonomously matches equipment against a 500,000+ product catalog, engages qualified vendors, and collects competitive bids within 24 hours. The platform also provides franchise compliance controls, multi-location portfolio management, and warranty/asset tracking for enterprise operators.
Is Backhouse a public or private company?
Backhouse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Backhouse founded?
Backhouse was founded in -1. It employs 1 to 10 people.
Where is Backhouse based?
Backhouse is headquartered in New York, United States, in the North America region.
How does Backhouse make money?
One revenue line is on record: transaction Commission.
Who are Backhouse's main competitors?
Direct peers on record are Cut+Dry (formerly BlueCart) and Choco. Broad incumbents are Webstaurant Store, Restaurant Depot, Sysco, US Foods, Toast and Gordon Food Service. Restaurant365 is listed as an emerging player. Faire is listed as an others.
Does Backhouse have an API?
No public API is recorded for Backhouse.
What industry is Backhouse in?
Backhouse's product category is Foodservice Equipment Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms. Its NAICS code is 5614 and its SIC code is 8744.