Foodbomb
Foodbomb is an Australian B2B wholesale food marketplace connecting restaurants, cafes, caterers, pubs, clubs, and school canteens in NSW and Victoria with hundreds of wholesale food suppliers, offering price transparency, consolidated ordering, and Xero/MYOB accounting integration via a commission-based revenue model.
- Company typePrivate
- Founded2016
- HeadquartersSurry Hills, Australia
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Foodbomb does
Foodbomb Pty Ltd is an Australian B2B wholesale food marketplace operating primarily in New South Wales and Victoria. Founded in 2016 and headquartered in Surry Hills, NSW, the platform connects food service venues—including restaurants, cafes, caterers, pubs, clubs, and school canteens—with hundreds of wholesale food suppliers spanning produce, meat, poultry, seafood, dairy, bakery, dry goods, cleaning, and packaging categories. The platform's core value proposition is full price transparency across thousands of products and consolidated ordering from multiple suppliers through a single account, replacing the fragmented direct-supplier relationship model venues historically managed.
The platform's product portfolio comprises the core marketplace plus modular features including standing orders, favourites, multi-venue/multi-user account management, COGS reporting and business insights, and accounting integrations with Xero and MYOB delivered through a partnership with integration specialist Amaka. Technology components include a web and mobile-accessible marketplace, native accounting integrations, a Stripe-based payment rail, and dedicated customer support staffed by industry-experienced agents. Marketing is digital-first, combining content, organic social, and referral channels.
Foodbomb's revenue model is commission-based: suppliers pay a percentage of the total sale price on each order (settled within 48 hours), while food service venues use the platform free of charge. The company has raised approximately A$6.04 million across three funding rounds between 2019 and 2021, with investors including EVP, Aura Ventures, Athletic Ventures, Gandel Invest, Platform Advisory Partners, Tahmedia, and Utiliti Group. In 2022, Foodbomb announced a merger with Ordermentum to consolidate wholesale ordering solutions in the Australian market, with new venue sign-ups redirected to the Ordermentum platform. The company is led by co-founder and CEO Paul Tory and co-founder and COO Josh Goulburn.
Foodbomb firmographics
Firmographics- Name
- Foodbomb
- Legal name
- Foodbomb Pty Ltd
- Website
- https://foodbomb.com.au
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Foodbomb is an Australian B2B wholesale food marketplace connecting restaurants, cafes, caterers, pubs, clubs, and school canteens in NSW and Victoria with hundreds of wholesale food suppliers, offering price transparency, consolidated ordering, and Xero/MYOB accounting integration via a commission-based revenue model.
- Ownership category
- akta.pro rank
Foodbomb industry classification
Industry- Product category
- B2B Wholesale Food Marketplace
- NAICS
- Special Food Services (7223), Caterers (722320), Perishable Prepared Food Manufacturing (311991), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Bakery Products (2050)
- akta.pro primary industry
- Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD)
- akta.pro secondary industries
- Foodservice & Hospitality Supply Marketplaces (CRAFAHAE), Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)
Keywords
Where Foodbomb is headquartered
LocationHeadquarters
- HQ city
- Surry Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Foodbomb business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Supplier Commission: Foodbomb charges suppliers a commission (percentage of total sale price) for orders placed through the platform. This is the primary revenue stream. Suppliers pay within 48 hours of order completion. No annual fees for suppliers.
- Venue Access (Free): Food service businesses (restaurants, cafes, caterers, pubs, clubs, schools) can use Foodbomb free of charge. There is no cost to create an account or place orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free for food service venues |
| Transaction based/ take rate | Pay-as-you-go | Commission-based for suppliers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Foodbomb product offering
Product offeringCore offering
Foodbomb operates an online B2B marketplace that connects food service venues — including restaurants, cafes, caterers, pubs, clubs, and schools — with wholesale food suppliers across Australia. The platform lets buyers browse, order, and manage food supplies from multiple suppliers in a single interface, with features for standing orders, multi-venue management, and accounting software integration. Foodbomb monetises primarily through supplier commissions on transactions processed through the marketplace.
Product overview
Foodbomb is a wholesale food marketplace platform operating primarily in Australia (NSW and Victoria markets) that connects foodservice venues (restaurants, cafes, pubs, clubs, caterers, school canteens) with hundreds of wholesale food suppliers. The core platform enables price transparency, centralized ordering, and invoice reconciliation across multiple suppliers. The product portfolio consists of the Foodbomb Marketplace Platform as the core offering, supplemented by five feature modules: Accounting Integrations (Xero/MYOB via Amaka), Reporting and Insights (COGS and business reporting), Standing Orders (recurring delivery automation), Favourites (quick reordering), and Multi Venue Multi User (multi-business account management). The platform aggregates thousands of products from specialty and broadline distributors and positions itself as an alternative to fragmented direct supplier relationships.
Differentiator
Problem solved
Functional benefit
Products and services
- Foodbomb Marketplace Platform An online B2B marketplace platform that allows Australian food service venues (restaurants, cafes, caterers, pubs, clubs, schools) to discover, order from, and manage relationships with multiple wholesale food suppliers in a single place, with tools for standing orders, multi-venue/multi-user management, and accounting integration.
Quantifiable outcome
- Save up to 70 hours per year on accounting through Xero/MYOB integration
- +4 more outcomes
Companies that use Foodbomb
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles2 records
Foodbomb technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Foodbomb partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- OrdermentumcoreFoodbomb is merging with Ordermentum to create a unified wholesale ordering solution. The merger aims to bring the best ordering solution in the industry, combining Foodbomb's venue relationships with Ordermentum's technology platform. Existing Foodbomb users are redirected to Ordermentum for new sign-ups.
- AmakacorePartnership with Amaka enables automatic invoice syncing and itemisation from Foodbomb directly into Xero or MYOB accounting software. This integration is presented as a free feature that saves venues up to 70 hours and $3,800 annually on bookkeeping.
- XerocoreAccounting software integration via Amaka partnership enabling automatic invoice syncing and itemisation. Venues can reconcile wholesale invoices automatically.
- MYOBcoreAccounting software integration via Amaka partnership enabling automatic invoice syncing for MYOB users, providing the same efficiency gains as Xero integration.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Foodbomb competitors and assessment
Company assessmentEmerging players
- Deliverect: Deliverect integrates restaurant POS systems with food delivery and ordering platforms. Comparable as a restaurant-tech layer connecting venues to suppliers and marketplaces, though more delivery-focused than wholesale procurement.
- Galley Solutions: Galley Solutions offers recipe costing, inventory, and supplier ordering for foodservice operators. Comparable in digitizing restaurant procurement workflows and supplier relationships, though more focused on back-office than marketplace.
- MarketMan: MarketMan provides restaurant inventory, ordering, and supplier management software. Comparable as a digital layer between restaurants and their wholesale suppliers, with overlapping COGS reporting and ordering workflows.
Broad incumbents
- Restaurant365: Restaurant365 is a cloud-based restaurant management platform covering accounting, inventory, and operations. Comparable as a broad SaaS incumbent that overlaps Foodbomb's COGS reporting and accounting-integration value proposition.
- Bidfood: Bidfood is one of Australia's largest foodservice wholesale distributors with its own e-commerce portal. Comparable as a foodservice supply incumbent that competes with Foodbomb's marketplace model through direct ordering portals.
- PFD Food Services: PFD Food Services is a major Australian broadline foodservice distributor serving restaurants and venues nationally. Comparable as an incumbent foodservice distributor whose direct ordering portal competes with Foodbomb's marketplace.
Direct peers
- Choco: Choco is a global B2B food ordering platform connecting restaurants and wholesalers with digital catalogs and ordering tools. Directly comparable as a foodservice marketplace competing for the same venue and supplier customers.
- Cut+Dry (formerly BlueCart): Cut+Dry is a B2B ordering platform that enables restaurants to order from food distributors and producers online. It serves a similar venue-supplier marketplace function and competes in foodservice procurement digitization.
- Ordermentum: Ordermentum is an Australian B2B wholesale ordering platform connecting foodservice venues with suppliers. It is Foodbomb's merger partner and most direct comparable, with overlapping supplier networks and venue customers across Australia.
- Chowbus: Chowbus operates a B2B foodservice e-commerce platform serving restaurants and suppliers with ordering, payments, and logistics. Comparable as a multi-sided foodservice marketplace with a take-rate business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Foodbomb social profiles
Digital presenceFoodbomb financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foodbomb leadership team
Management profileNumber of profiles
Profiles2 records
Foodbomb funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foodbomb 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 Foodbomb
What does Foodbomb do?
Foodbomb operates an online B2B marketplace that connects food service venues — including restaurants, cafes, caterers, pubs, clubs, and schools — with wholesale food suppliers across Australia. The platform lets buyers browse, order, and manage food supplies from multiple suppliers in a single interface, with features for standing orders, multi-venue management, and accounting software integration. Foodbomb monetises primarily through supplier commissions on transactions processed through the marketplace.
Is Foodbomb a public or private company?
Foodbomb is a private company. It is classified as venture growth investor backed and is currently operating.
When was Foodbomb founded?
Foodbomb was founded in 2016. It employs 11 to 50 people.
Where is Foodbomb based?
Foodbomb is headquartered in Surry Hills, Australia, in the Oceania region.
How does Foodbomb make money?
Two revenue lines are on record. Supplier Commission is the primary driver. The others are venue Access (Free).
Who are Foodbomb's main competitors?
Emerging players on record are Deliverect, Galley Solutions and MarketMan. Broad incumbents are Restaurant365, Bidfood and PFD Food Services. Direct peers are Choco, Cut+Dry (formerly BlueCart), Ordermentum and Chowbus.
Does Foodbomb have an API?
No public API is recorded for Foodbomb.
What industry is Foodbomb in?
Foodbomb's product category is B2B Wholesale Food Marketplace. Its primary akta.pro industry code is AFAIAMAD, Wholesale-to-Business Online Ordering (B2B Food E-Commerce), with a secondary code of CRAFAHAE, Foodservice & Hospitality Supply Marketplaces. Its NAICS code is 7223 and its SIC code is 5812.