What B2B Food Group does

B2B Food Group is a Berlin-based private holding company founded in June 2018 by Adrian Frenzel (former Co-CEO of HelloFresh US, COO of Rocket Internet, and COO of Gorillas) that specializes in acquiring, enhancing, and growing software-enabled companies in the B2B corporate food industry. The group operates as a roll-up platform, having completed 7 acquisitions across Europe and Australia since inception, and today owns two flagship brands: EatFirst, the market leader for corporate catering in Australia, and Feedr, the largest European cross-border corporate food platform operating in the UK, Ireland, Germany, and Netherlands. The group also retains a portfolio of acquired brands including Order-In, Caterwings, Lemoncat, Clover 3, and Monbanquet, several of which have been operationally integrated into EatFirst and Feedr.

The core product is a software-enabled B2B food ordering platform that connects businesses with a network of 3,000+ partner suppliers, enabling enterprise clients to procure staff lunches, meal plans, event catering, and pantry services through a unified interface. The technology stack is described as a software platform with emphasis on ease of use and a simplified ordering experience, though no proprietary AI/ML components, APIs, or integrations are publicly disclosed. The group operates 9 physical offices across 6 countries (Berlin, London, Amsterdam, Sydney, Melbourne, Brisbane, Canberra, Adelaide, Perth) and reports 1.5+ million lifetime orders delivered across the network.

The business model is subscription and recurring-revenue based, with quote-based custom corporate catering packages billed monthly to enterprise clients. Go-to-market combines a direct enterprise sales/account management motion for large corporate accounts (Airbnb, Spotify, Cisco, Coca Cola, Red Bull, Monday.com, QBE, Bupa, Afterpay, Gumtree are publicly referenced) with a self-serve online platform for mid-market customers. The group has historically been funded by founder capital and a 2018 funding round led by Avala Capital, Global Founders Capital, HV Capital, and Target Global, with no subsequent institutional rounds disclosed.

Name

B2B Food Group

Legal name

Lindentor 226. VV GmbH

Website

https://b2bfood.group

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

B2B Food Group is a Berlin-based private holding company that acquires and operates software-enabled B2B corporate food platforms, primarily EatFirst (Australia) and Feedr (Europe), serving enterprise clients with staff lunches, meal plans, event catering, and pantry services across 6 countries.

Ownership category

akta.pro rank

Product category

Corporate Food Catering Services

NAICS

Caterers (722320), Food Service Contractors (72231)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Foodservice & Hospitality Supply Marketplaces (CRAFAHAE)

akta.pro secondary industries

B2B Marketplaces & Wholesale Platforms (BPAMAGAD), Contract Foodservice Management (Outsourced Catering) (THAFAIAH)

Keywords

• Corporate catering platform
• B2B food services
• Workplace meal programs
• Office food delivery
• Corporate hospitality services

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Catering Services: B2B Food Group operates subscription and recurring revenue models through its subsidiaries EatFirst and Feedr, providing corporate catering services including staff lunches, meal plans, and event catering to enterprise clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

B2B Food Group acquires, enhances, and grows software-enabled companies that operate in the B2B food industry, providing corporate catering and meal services to businesses. Through its subsidiaries EatFirst (Australian market leader) and Feedr (largest European cross-border platform), the group delivers staff lunches, meal plans, event catering, and pantry services to enterprise and mid-market clients, aggregating a network of more than 3,000 food supplier partners across six countries.

Product overview

B2B Food Group operates as a platform company specializing in the acquisition, enhancement, and expansion of software-enabled companies in the B2B food industry. The company owns two primary brands: EatFirst (market leader in Australia) and Feedr (largest European cross-border platform covering UK, Ireland, Germany, and Netherlands). These operate alongside acquired brands including Order-In, Caterwings, Lemoncat, Clover 3, and Monbanquet. The group enables companies to conveniently access fresh food suppliers through their technology platform, facilitating staff lunches, meal plans, functions & events catering, and pantry services.

Differentiator

Problem solved

Functional benefit

Brands

• EatFirst: Market leader in Australia for corporate food catering and meal delivery services.
• Feedr

Products and services

• EatFirst Market-leading corporate catering platform in Australia providing staff lunches, meal plans, functions & events catering, and pantry services to enterprise and mid-market businesses.
• Feedr Largest European cross-border corporate food platform enabling business food ordering across the UK, Ireland, Germany, and the Netherlands.

Quantifiable outcome

• 1.5+ million orders delivered across markets
• +2 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Compass Group: Global contract foodservice and support services giant; was the prior owner of Feedr before selling it to B2B Food Group in 2023. Operates a far broader portfolio but competes directly in the contract catering space B2B Food Group targets with its enterprise clients.
• Sodexo: One of the world's largest contract foodservice and facilities management companies, serving corporate offices, schools, hospitals, and event venues. Directly comparable in serving enterprise workplace food programs, though with a much wider service portfolio than B2B Food Group's software-led model.
• Aramark: Major global contract foodservice provider serving workplaces, sports and entertainment venues, and institutions. Comparable to B2B Food Group for enterprise workplace catering and food services, but operates at much larger scale across multiple verticals.

Direct peers

• ezCater: Largest US-based corporate catering marketplace connecting businesses with local caterers for office meals and events. Closest direct competitor in the B2B corporate catering platform category, though focused on the US market rather than Europe and Australia.
• Fooda: US-focused corporate catering platform providing office pop-ups, scheduled meal programs, and event catering from local restaurants. Closely comparable business model and customer use cases to B2B Food Group's EatFirst and Feedr offerings, though operating in a different geography.
• CaterTrax: US-based corporate catering management software platform connecting enterprises with local caterers, providing online ordering, reporting, and back-office tools. Closely comparable in the B2B catering platform space, though with a software-vendor model rather than direct marketplace operations.

Emerging players

• Deliveroo for Work: Corporate offering from major consumer food delivery platform Deliveroo, providing office meal solutions and catering across Europe. Competes for the same enterprise client budget but leverages Deliveroo's broader consumer restaurant network rather than dedicated corporate catering infrastructure.
• Uber Eats for Business: Corporate meal program from Uber Eats targeting office-based teams with subsidized meal delivery and catering. Adjacent competitor leveraging Uber's massive logistics infrastructure; comparable use case but different delivery model and supplier mix.
• Just Eat for Business: Corporate catering arm of Just Eat operating in the UK and Europe, offering office meal delivery and catering solutions. Overlaps with Feedr's UK/Ireland market in serving enterprise clients with multi-restaurant office meal programs.

Others

• Pluxee (formerly Sodexo Benefits & Rewards): Employee benefits and meal voucher provider spun off from Sodexo, partnering with restaurants and caterers for workplace food benefits. Operates in adjacent space of corporate meal benefits; overlaps with B2B Food Group's pantry services and meal plan offerings for enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/b2bfg

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 records

Funding overview

Funding rounds1 record

Investors4 records

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

M&A7 records

Investments

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

Frequently asked questions about B2B Food Group