spoonfed
Spoonfed is a B2B SaaS catering management platform that provides online ordering, back-of-house operations and enterprise multi-account tooling to contract caterers, food service operators, universities and independent caterers across the UK, US, Australia and Ireland.
- Company typePrivate
- Founded2013
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What spoonfed does
Spoonfed is a B2B SaaS company that sells catering management software to contract caterers, food service management (FSM) operators, universities and independent caterers. Founded in Edinburgh in May 2013 by Willie Biggart and Murray McNicol, the company built a cloud-based platform that combines a customer-facing online ordering system (with dynamic menus, single/multi/group ordering and multiple checkout options) with a back-of-house suite covering order management, production planning, menu management, CRM and invoicing. The platform is modular, configured per customer, and integrates with Xero and Oracle Financials for accounting, Stripe, FreedomPay, Opayo and Authorize.net for payments, Google Maps for delivery routing, DoorDash and Orkestro for delivery execution, Access EPoS for point of sale, Kafoodle for recipe and allergen data, and Mailchimp for marketing automation. After being acquired by 365 Retail Markets in December 2021, Spoonfed operates as a subsidiary within an unattended retail and POS portfolio, complementing 365RM's Kafoodle acquisition (March 2023) with recipe-level data.
The platform is sold on a quote-based monthly SaaS subscription with no required long-term contract, billed 7 days after month end via card, ACH or Direct Debit. Go-to-market is enterprise field sales and inside sales, supplemented by a partner channel through 365RM and Kafoodle; pricing is consultative with ROI calculators and personalized demos used to qualify enterprise prospects. Headcount is 11–50, with offices in Edinburgh (UK HQ), Glasgow (in-house engineering since December 2018), Denver (US, since June 2019) and a US legal entity in Richmond, VA. Named enterprise customers include Compass Group, Baxter Storey, Elior and Sodexo, alongside universities (Sheffield, Edinburgh, Birmingham, Texas A&M) and independent caterers across the UK, USA, Australia and Ireland.
spoonfed firmographics
Firmographics- Name
- spoonfed
- Legal name
- 365 RM (UK) Limited
- Website
- https://getspoonfed.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Spoonfed is a B2B SaaS catering management platform that provides online ordering, back-of-house operations and enterprise multi-account tooling to contract caterers, food service operators, universities and independent caterers across the UK, US, Australia and Ireland.
- Ownership category
- akta.pro rank
spoonfed industry classification
Industry- Product category
- Catering Management Software
- akta.pro primary industry
- Corporate/Office Catering & Group Ordering Platforms (CRAFAFAJ)
- akta.pro secondary industries
- Corporate & Catering Online Ordering/Delivery (AFAIAMAK), Contract Foodservice Management (Outsourced Catering) (THAFAIAH)
Keywords
Where spoonfed is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
spoonfed business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Monthly SaaS subscription model with hosting fee plus charges for usage and features. Payment collected by card, ACH transfer, or Direct Debit 7 days after month end. No long-term contracts required; month-to-month in standard terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Quote-based SaaS subscription with customized feature sets |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
spoonfed product offering
Product offeringCore offering
Spoonfed sells a cloud-based SaaS catering management platform for B2B catering operators, comprising an Online Ordering system, a Back-of-House operations suite (order management, production planning, menu management, CRM, billing/invoicing), and an Enterprise tier with multi-account oversight via Spoonfed Console and advanced ordering/control features. It is sold primarily to enterprise Food Service Management operators, corporate caterers, universities, and independent caterers across the UK, USA, Australia, and Ireland on a monthly subscription basis.
Product overview
Spoonfed is a B2B catering management software company offering a modular SaaS platform built around a core Online Ordering system and Back of House management suite. The platform is organized into three main solution areas: Online Ordering (customer-facing branded ordering with dynamic menus and payments), Back of House (operational tools for order management, production planning, menu management, CRM, and invoicing), and Enterprise (advanced multi-account oversight via Spoonfed Console, Group Ordering, Twin-Order Flow, Multi-Slot Ordering, and Order Approval). Additional capabilities include Catering Marketplace for managing multiple approved vendors, and platform-wide features like the Invoicing Module, Spoonfed Multi for multi-account management, Back Office 2.0 (.NET-based platform), and Online Ordering 3.0. The product is deployed as cloud-based SaaS with no software download required, charges monthly on a subscription basis, and is used across institutional, delivered, and venue catering sectors.
Differentiator
Problem solved
Functional benefit
Brands
- Kafoodle: Recipe management software for managing ingredients, nutritional, allergen and cost information, acquired by 365RM in March 2023.
Products and services
- Online Ordering Branded online ordering platform for B2B caterers enabling customers to place, edit, and cancel orders with dynamic menus, single/multi/group ordering styles, custom cart fields, and multiple checkout options including card payments, on-account, and PO numbers.
- Back of House Operational management suite covering order management, order fulfillment and production planning, menu management, CRM, and billing/invoicing for catering teams.
- Enterprise
Quantifiable outcome
- 87% reduction in admin time (Atelier case study)
- +3 more outcomes
Companies that use spoonfed
Customer profileNamed customers16 records
Segments8 records
Ideal customer profiles4 records
spoonfed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature8 records
spoonfed partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- XerocoreIntegration allowing Spoonfed invoices to be exported for direct import into Xero. The system recognizes all relevant financial information needed for accounting.
- Oracle FinancialscoreAutomatic integration sending all sales invoices generated by Spoonfed into Oracle finance system for enterprise reporting and Accounts Receivable reconciliation.
- StripecorePopular and easy-to-use card payment gateway. Spoonfed team sets up account details to make ordering straightforward for customers.
- FreedomPaycoreLeading ecommerce payment gateway in hospitality sector enabling integration with existing merchant banks to process payments cost-effectively using latest technology.
- Google MapscoreAutomatic order allocation based on zip/postcode. Allows setting delivery zones manually or automatically allocating orders to kitchen or store according to location.
- KafoodlecoreRecipe management integration partner providing nutritional, allergen, and cost information management. Kafoodle was acquired by 365RM in March 2023, strengthening the partnership.
- 365 Retail MarketscoreParent company acquisition (December 2021) providing customers with access to unattended retail solutions. Enables combination of catering software with vending, smart store, and point of sale systems.
Scale indicators6 records
Recent moves9 records
Expansion highlights5 records
spoonfed competitors and assessment
Company assessmentDirect peers
- ZeroCater: Corporate catering and workplace food program platform serving US businesses. Competes with Spoonfed for corporate workplace catering demand, particularly with hybrid-work meal programs.
- ezCater: US-headquartered corporate catering marketplace and management platform. Both Spoonfed and ezCater provide online ordering, group ordering, and catering management software to B2B caterers and corporate buyers, competing for the same Food Service Management accounts.
- CaterTrax: Established US-based catering management software serving corporate, healthcare, and university caterers. Offers online ordering, production planning, and back-of-house modules analogous to Spoonfed's Online Ordering and Back of House suites.
- Fooda: Workplace food and catering platform connecting employees with local restaurants and caterers. Comparable to Spoonfed's marketplace and corporate ordering use cases for in-office dining.
- Galley Solutions: Recipe and catering management software for food service operators with menu costing, production planning, and nutritional/allergen tracking. Directly comparable to Spoonfed's back-of-house and Kafoodle recipe management capabilities.
- Caterease: Long-standing catering and event management software for off-premise and corporate caterers. Overlaps with Spoonfed on order management, menu management, and production planning for catering operators.
Emerging players
- Tripleseat: Event management software for restaurants, hotels, and unique venues with catering inquiry and event-order workflows. Partial overlap with Spoonfed's event-catering and venue-catering segments.
Broad incumbents
- Restaurant365: Cloud-based restaurant management platform covering accounting, inventory, payroll, and POS for multi-unit operators. Overlaps with Spoonfed on back-of-house and enterprise reporting for large catering and restaurant operators.
- Toast: Large US restaurant management platform with POS, online ordering, and back-office tools. A broad incumbent whose online ordering and multi-location capabilities overlap with portions of Spoonfed's restaurant and FSM customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
spoonfed social profiles
Digital presencespoonfed compliance and trust
Trust signalCompliance4 records
spoonfed financial estimates
Financial estimateRevenue estimate
Valuation estimate
spoonfed leadership team
Management profileNumber of profiles
Profiles2 records
spoonfed funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
spoonfed 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 spoonfed
What does spoonfed do?
Spoonfed sells a cloud-based SaaS catering management platform for B2B catering operators, comprising an Online Ordering system, a Back-of-House operations suite (order management, production planning, menu management, CRM, billing/invoicing), and an Enterprise tier with multi-account oversight via Spoonfed Console and advanced ordering/control features. It is sold primarily to enterprise Food Service Management operators, corporate caterers, universities, and independent caterers across the UK, USA, Australia, and Ireland on a monthly subscription basis.
Is spoonfed a public or private company?
spoonfed is a private company. It is classified as corporate owned and is currently operating.
When was spoonfed founded?
spoonfed was founded in 2013. It employs 11 to 50 people.
Where is spoonfed based?
spoonfed is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does spoonfed make money?
One revenue line is on record: saaS Subscription.
Who are spoonfed's main competitors?
Direct peers on record are ZeroCater, ezCater, CaterTrax, Fooda, Galley Solutions and Caterease. Tripleseat is listed as an emerging player. Broad incumbents are Restaurant365 and Toast.
Does spoonfed have an API?
No public API is recorded for spoonfed.
What industry is spoonfed in?
spoonfed's product category is Catering Management Software. Its primary akta.pro industry code is CRAFAFAJ, Corporate/Office Catering & Group Ordering Platforms, with a secondary code of AFAIAMAK, Corporate & Catering Online Ordering/Delivery.