Eat My Lunch
Eat My Lunch (legal name: Taste New Zealand) is a New Zealand-based editorial content platform that publishes free online guides to Kiwi cuisine and regional restaurant recommendations for tourists and food enthusiasts visiting or researching New Zealand.
- Company typePrivate
- Founded2015
- HeadquartersNewton, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Eat My Lunch does
Eat My Lunch (legal name: Taste New Zealand) is a privately-held New Zealand-based editorial content platform operating the website eatmylunch.nz. The site functions as a travel and food guide, producing curated articles about New Zealand cuisine — including traditional Māori cooking methods such as hāngi and boil-up, iconic Kiwi dishes (meat pies, paua pies, pavlova, fish and chips), and region-specific restaurant recommendations across Auckland, Wellington, Kaikoura, and Hawke's Bay. It serves two primary audience personas: tourists and travelers visiting New Zealand seeking dining recommendations, and food enthusiasts interested in the country's multicultural culinary heritage (Māori, Pacific, Asian, British influences). The platform is content-led and consumer-facing, distributing editorial material via organic search and an email newsletter.
The underlying technology is a standard content management system and website platform; the source material explicitly notes that proprietary features, APIs, SDKs, integrations, and mobile applications are not disclosed or do not exist. The product surface is a single unified travel/food guide website rather than a modular software product. No pricing model, no transactional commerce, and no monetization layer are documented — the asset is presented as a free editorial resource.
From a business-model perspective, Eat My Lunch has limited observable revenue mechanics. The company has 11-50 employees, is independently operated with no disclosed parent or institutional investors (beyond a single 2019 funding round of $546,648), and is led by CEO Lisa King. There are no disclosed advertising, affiliate, subscription, sponsorship, or licensing revenue streams in the source material, leaving the company's commercial model as a data gap. Its operating geography is New Zealand, with content reach extending to global travelers researching NZ cuisine online.
Eat My Lunch firmographics
Firmographics- Name
- Eat My Lunch
- Legal name
- Taste New Zealand
- Website
- https://eatmylunch.nz
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eat My Lunch (legal name: Taste New Zealand) is a New Zealand-based editorial content platform that publishes free online guides to Kiwi cuisine and regional restaurant recommendations for tourists and food enthusiasts visiting or researching New Zealand.
- Ownership category
- akta.pro rank
Where Eat My Lunch is headquartered
LocationHeadquarters
- HQ city
- Newton
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Eat My Lunch business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Distribution channels1 record
Marketing channels3 records
Eat My Lunch product offering
Product offeringCore offering
Eat My Lunch operates eatmylunch.nz, a free online editorial travel and food guide focused on New Zealand cuisine. The site publishes articles on Māori food traditions, national dishes such as hāngi, meat pies, and pavlova, and provides curated restaurant recommendations across Auckland, Wellington, Kaikōura, and Hawke's Bay. The content is offered free of charge to travelers and food enthusiasts.
Product overview
Taste New Zealand (operating as eatmylunch.nz) is a single unified travel and food guide website focused on New Zealand cuisine and dining experiences. The site provides curated content about traditional Māori food traditions (such as hāngi), popular dishes (pavlova, meat pies, fish and chips), and restaurant recommendations across New Zealand's key cities and regions including Auckland, Wellington, Kaikōura, and Hawke's Bay. The website also features guides on fine dining under the stars locations. The product is a content-based platform rather than a software product with modules.
Differentiator
Problem solved
Functional benefit
Products and services
- eatmylunch.nz New Zealand Food and Travel Guide Website Free editorial website providing curated articles about New Zealand cuisine, traditional Māori food traditions, national dishes such as hāngi, meat pies, and pavlova, and restaurant recommendations across Auckland, Wellington, Kaikōura, and Hawke's Bay. Targeted at travelers and food enthusiasts planning food-focused experiences in New Zealand.
Companies that use Eat My Lunch
Customer profileSegments2 records
Ideal customer profiles2 records
Eat My Lunch technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Eat My Lunch partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights4 records
Eat My Lunch competitors and assessment
Company assessmentBroad incumbents
- Stuff.co.nz: New Zealand's largest digital news publisher with extensive lifestyle, travel, and food editorial coverage including restaurant guides and food culture stories across NZ regions. Comparable as a broad NZ editorial incumbent that competes for the same food/travel content audience.
- NZ Herald (NZME): Major NZ newspaper with dedicated food, travel, and lifestyle sections that regularly publish restaurant reviews, food culture features, and regional dining guides. Directly comparable as a regional editorial player covering NZ food topics.
- Tourism New Zealand: The official national tourism organization producing editorial content on regional experiences, including food, wine, and Māori cultural experiences. Comparable as the dominant authority producing curated travel/food editorial for inbound tourists to NZ.
- Eater: Major US-based food editorial brand covering restaurant news, dining guides, and food culture with deep regional coverage. Comparable as a digital-first food editorial publisher using a similar content-plus-regional-guides model, though at much greater scale.
- TripAdvisor: Global travel platform with restaurant reviews, dining guides, and user-generated food content covering NZ cities. Comparable because it competes for the same traveler audience searching for "where to eat in Auckland/Wellington" queries that drive Eat My Lunch's organic traffic.
Direct peers
- Metro NZ (Metro Magazine): Long-running NZ lifestyle and food magazine that publishes restaurant reviews, food culture features, and dining guides, with a print + digital presence. A direct peer in editorial food coverage of the New Zealand market.
- The Culture Trip: Editorial travel and cultural content platform publishing curated articles on local food, traditions, and regional experiences worldwide. Comparable as a similar model of editorial travel/food content combining cultural context with dining recommendations.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights5 records
Customer concentration
Eat My Lunch social profiles
Digital presenceEat My Lunch financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eat My Lunch leadership team
Management profileNumber of profiles
Profiles1 record
Eat My Lunch funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eat My Lunch 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 Eat My Lunch
What does Eat My Lunch do?
Eat My Lunch operates eatmylunch.nz, a free online editorial travel and food guide focused on New Zealand cuisine. The site publishes articles on Māori food traditions, national dishes such as hāngi, meat pies, and pavlova, and provides curated restaurant recommendations across Auckland, Wellington, Kaikōura, and Hawke's Bay. The content is offered free of charge to travelers and food enthusiasts.
Is Eat My Lunch a public or private company?
Eat My Lunch is a private company. It is classified as unknown and is currently operating.
When was Eat My Lunch founded?
Eat My Lunch was founded in 2015. It employs 11 to 50 people.
Where is Eat My Lunch based?
Eat My Lunch is headquartered in Newton, New Zealand, in the Oceania region.
Who are Eat My Lunch's main competitors?
Broad incumbents on record are Stuff.co.nz, NZ Herald (NZME), Tourism New Zealand, Eater and TripAdvisor. Direct peers are Metro NZ (Metro Magazine) and The Culture Trip.
Does Eat My Lunch have an API?
No public API is recorded for Eat My Lunch.