EatFirst (ex Order-In Pty Ltd.)

What EatFirst (ex Order-In Pty Ltd.) does

EatFirst (legally Order-In Pty Ltd.) is a private, Sydney-headquartered corporate catering marketplace operating across Australia, New Zealand, Singapore and Europe (under the Feedr brand), and is a subsidiary of Berlin-based B2B Food Group. The company connects offices with a curated network of local restaurants and caterers through a web and mobile platform that supports vendor search, dietary and allergen filtering, event ordering, recurring staff meal plans and fully managed pantry supply. Its proprietary 'Cloud Canteen' branded app enables individual employees to place personalised lunch orders that are consolidated and delivered to the office, while an Enterprise Dashboard provides real-time spend, budget and compliance reporting for multi-location accounts.

The platform also features a supplier sustainability leaf-rating system, an AI-assisted event quoting tool, and a supplier portal for vendor onboarding and order management. Named enterprise customers include Spotify, Airbnb, Cisco, Monday.com, QBE, Afterpay, Coca-Cola, Red Bull, Bupa and Carsales, alongside a long tail of more than 28,000 companies served over 20+ years in Australia.

EatFirst generates revenue primarily through transaction and service fees layered on top of supplier menu prices (5% admin fee on standing orders, 5.5% booking fee on phone/email orders, 10% event management fee, plus 5-15% priority handling surcharges), credit card merchant fee pass-throughs (1.40-2.30%), enterprise subscription and platform fees, and recurring managed pantry supply contracts. Go-to-market combines a self-serve online marketplace for SMB and mid-market customers with a dedicated enterprise field sales team targeting finance, technology and law sector procurement across Australia, New Zealand and Singapore.

Name

EatFirst (ex Order-In Pty Ltd.)

Legal name

Order-In Pty Ltd

Website

https://eatfirst.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

EatFirst is a private, Sydney-headquartered corporate catering marketplace connecting offices with curated local restaurants and caterers across Australia, New Zealand, Singapore and Europe under its parent B2B Food Group.

Ownership category

akta.pro rank

Product category

Corporate Catering Services

NAICS

Caterers (722320), Food Service Contractors (72231), Mobile Food Services (72233)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Corporate/Office Catering & Group Ordering Platforms (CRAFAFAJ)

akta.pro secondary industries

Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

Keywords

• Corporate catering platform
• Office meal delivery
• Workplace food marketplace
• Managed office pantry
• Event catering services

Headquarters

HQ city

North Sydney

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Transaction & Service Fees on Orders: EatFirst charges service fees on top of menu prices. Marketplace (self-serve online) orders have no additional fees. Standing orders incur a 5% admin fee (minimum $1.95). Phone/email orders incur a 5.5% booking fee (minimum $5). Event/function orders incur a 10% event management fee (minimum $20). Priority handling fees apply for late orders: +5% (minimum $10) for next-day orders placed after 2:00 PM, and +15% (minimum $15) for same-day or late orders placed after 4:00 PM. All fees are added to the order total and shown in the quote and order confirmation.
2. Credit Card Payment Processing: EatFirst accepts all major credit cards. Visa and MasterCard incur a 1.40% + GST merchant fee. American Express and Diners Club cards incur a 2.30% + GST merchant fee. These fees are passed on to the customer.
3. Enterprise Platform & Management Fees: Enterprise clients pay for access to centralised team management, consolidated billing, budget tracking, and compliance reporting across multiple office locations. Pricing is quote-based and tailored to the size and scope of the enterprise account.
4. Pantry & Managed Kitchen Services: Recurring pantry supply orders (fruit, milk, tea, coffee, snacks, and drinks) billed on a set-and-forget or ad-hoc basis. Orders are tracked via the platform and invoiced monthly.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

EatFirst operates an online B2B marketplace that connects corporate offices with local restaurants and caterers for office meal delivery, meetings, and events. The platform includes Cloud Canteen technology enabling individual staff ordering, managed pantry supply services for office kitchens, event catering with AI-assisted quoting, and an enterprise reporting dashboard. It serves corporate clients across Australia, New Zealand, Singapore, and Europe (under the Feedr brand).

Product overview

EatFirst operates as a unified corporate catering marketplace with a modular, platform-plus-services architecture. The core platform is Office Catering — a marketplace to order from restaurants and caterers — supplemented by Cloud Canteen, a staff-facing app for individual meal ordering. Add-on modules include Staff Meal Plans (recurring shared meals), Kitchen Staples/Managed Pantry (set-and-forget consumables and fully managed kitchen solutions), Pop-Ups (on-site food experiences), Catering Calendar (themed menus for holidays and occasions), Event Planning (expert support for functions), and an Enterprise Dashboard (reporting and analytics for large clients). The Referral Program provides incentive-based user acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• Cloud Canteen: A company app where staff can order personalized lunches, part of the EatFirst platform's meal planning and office catering services.
• Feedr

Products and services

• Office Catering
• Cloud Canteen
• Staff Meal Plans
• Kitchen Staples / Managed Pantry
• Pop-Ups
• Event Catering

Quantifiable outcome

• Clients see +30% increase in office attendance after implementing EatFirst food programs
• +3 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• B2B Food GroupcoreOthersB2B Food Group is the Berlin-based parent company of EatFirst. EatFirst operates as Order-In Pty Ltd (t/a EatFirst) and is part of the B2B Food Group portfolio, which is active in eight countries with more than 3,000 partners across finance, tech, and law sectors. B2B Food Group provides corporate governance, capital, and cross-market network effects to EatFirst's operations.
• Feedr (UK/Ireland, Netherlands, Germany)minorOthersFeedr is the European brand operated by B2B Food Group under the same platform technology as EatFirst. Feedr serves the UK, Ireland, Netherlands, and Germany with office catering and meal solutions, using the same Cloud Canteen technology and marketplace model. EatFirst and Feedr share infrastructure, technology, and operational best practices under the B2B Food Group umbrella.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Feedr: Feedr is the European brand under the same B2B Food Group parent, operating the same Cloud Canteen marketplace model for corporate catering in the UK, Ireland, Netherlands and Germany. It is EatFirst's direct sibling brand and most direct comparable in terms of platform, customers and operating model.
• ezCater: ezCater is the largest corporate catering marketplace in the US, connecting offices with restaurants and caterers for meetings, events and employee meals. It is the closest global comparable to EatFirst in terms of marketplace model, B2B targeting and enterprise workflow tooling.
• Fooda: Fooda runs a corporate catering platform in the US that brings rotating local restaurants into offices and supports recurring meal programs. Its emphasis on bringing restaurants physically to the workplace and managing recurring lunch programs is highly comparable to EatFirst's Cloud Canteen and staff meal plans.
• ZeroCater: ZeroCater provides managed corporate meal programs, office snacks and pantry services across the US. Its managed-pantry and recurring-meal offerings mirror EatFirst's Kitchen Staples and Staff Meal Plans modules, and it serves a similar enterprise customer base.
• CaterTrax: CaterTrax is a US-based corporate catering management platform used by hospitals, universities and corporate clients to order from caterers. It is a comparable B2B catering marketplace with similar workflow, vendor management and reporting features.
• Sharebite: Sharebite is a US corporate meal benefit platform that partners with restaurants to provide subsidised meals to employees. Its workplace-meal benefit positioning and restaurant network overlap directly with EatFirst's Cloud Canteen staff meal plans.
• Platterz: Platterz is a North American corporate catering and group ordering platform serving offices across Canada and the US. It is comparable in offering curated group ordering, enterprise accounts and recurring meal programs for corporate clients.

Broad incumbents

• Deliveroo for Business: Deliveroo for Business is the B2B arm of Deliveroo, offering corporate meal delivery across the UK and parts of Europe. It overlaps with EatFirst's office meal delivery use case, particularly in the UK where Feedr competes directly.
• Uber Eats for Business: Uber Eats for Business provides corporate meal delivery and group ordering globally. While it does not focus exclusively on corporate catering, its group ordering and workplace meal offerings compete for the same enterprise wallet in markets where EatFirst operates.
• DoorDash for Work: DoorDash for Work is the B2B offering from DoorDash providing corporate meal and catering solutions across the US. It is a broad incumbent in food delivery expanding into the corporate catering and group ordering category that EatFirst occupies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/eatfirst-global

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EatFirst (ex Order-In Pty Ltd.)