Foodback

What Foodback does

Foodback AS is a Norwegian SaaS company founded in 2012 that operates a real-time experience intelligence platform for high-volume food service, venue, and consumer product operators. The platform captures in-moment feedback at the point of service through QR codes, digital screens, table cards, packaging, and venue signage, requiring no app download from respondents, and is built around a four-stage Experience Control Loop (Capture, Interpret, Act, Validate). It is organized into six verticals: canteens/workplace dining, restaurants, FMCG brands, stadiums, attractions, and festivals. The company is headquartered in Sandnes, Rogaland, Norway, reports 11-50 employees, and is privately held with no disclosed institutional ownership.

The core technology combines continuous, low-friction feedback capture with a rotating question engine, an AI-powered interpretation layer branded CoPilot (covering NLP on free-text responses, anomaly detection, and inline AI summaries), real-time dashboards, and alert routing. Proprietary capabilities include image-based survey questions (computer vision, added June 2026), a configurable Flexible Portal add-on (May 2026) that turns the QR-code destination into a customizable customer-facing surface, and image-based multiple-choice questions. Platform-wide metrics cited publicly include approximately 197,774 experience signals and 13,858 written comments per month with an average overall experience score of 5.4/6.

The business runs as a subscription SaaS sold through a sales-led, quote-based motion with demos booked via HubSpot; pricing is not publicly disclosed and the Flexible Portal is offered as a tiered add-on. Customers are enterprise and mid-market operators across Norway, Denmark, and the US, including Sodexo (for DNB, 48 canteen units), Egon Restaurant, CulinArt Group (51 US venues), Dyreparken, Kongeparken, Q-Meieriene, Bryne FK, and Sarpsborg 08. Documented engagements are multi-year and volume-intensive — Egon alone has produced 4.4M+ cumulative experience data points and Sodexo/DNB has accumulated roughly 444,000 feedbacks over nearly six years — implying high retention and meaningful longitudinal switching costs.

Name

Foodback

Legal name

Foodback AS

Website

https://foodback.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Foodback AS is a Norwegian SaaS platform that captures real-time, in-moment feedback for high-volume food service operators, venues, and FMCG brands via QR codes, AI-powered CoPilot interpretation, and a four-stage Experience Control Loop across canteens, restaurants, stadiums, attractions, festivals, and consumer goods verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Stavanger

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform SaaS Subscription: Foodback operates as a subscription-based SaaS platform. Customers pay for access to the core feedback capture, analytics, and alert routing platform. The Flexible Portal is described as an 'add-on available to all customers, subject to your subscription plan', indicating tiered or modular subscription pricing.
2. Campaign-Based Feedback (Targeted Surveys): Targeted campaign features are used for specific use cases such as matchday fan engagement, sponsor campaigns, and B2B partner intelligence. Campaigns are a distinct product capability that can be used across verticals and are referenced as a separate feature in customer cases.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Foodback is a real-time experience intelligence SaaS platform that captures in-moment guest and consumer feedback at the point of service through QR codes, digital screens, packaging, and venue signage, then interprets those signals with AI and routes actionable alerts to operational teams. It is delivered as six vertical-specific products (Canteens, Restaurants, FMCG, Stadiums, Attractions, Festivals) on shared infrastructure, supported by add-on modules including the Flexible Portal and CoPilot AI interpretation layer.

Product overview

Foodback is a unified real-time experience intelligence platform serving multiple verticals including Canteens, Restaurants, FMCG (Fast-Moving Consumer Goods), Stadiums, Attractions, and Festivals. The platform operates on a shared infrastructure with a four-stage Experience Control Loop methodology (Capture, Interpret, Act, Validate). Key product modules include CoPilot (AI-powered signal interpretation), the Flexible Portal (customer-facing QR portal with configurable components), and image-based survey questions. Feedback is captured through QR codes, digital screens, table cards, packaging, and venue signage at the point of service without requiring app downloads. Data is processed in real time with alerts routed to operational teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Canteens by Foodback Real-time feedback solution for large-scale canteens and corporate food service operations, enabling site-level and station-level performance tracking across multiple F&B units. Built for contract caterers and corporate workplace dining operators managing many sites.
• Restaurants by Foodback Real-time feedback platform for restaurant groups and chains, providing multi-site visibility and instantly actionable, location-level insights across every venue in the portfolio.
• FMCG by Foodback Consumer feedback solution for fast-moving consumer goods brands, enabling in-market product intelligence through QR codes placed on product packaging to capture live feedback at the point of consumption.
• Stadiums by Foodback Live fan engagement and experience intelligence platform for sports stadiums, supporting matchday feedback, sponsor campaigns, and fan interaction across tribunes, VIP areas, and private suites.
• Attractions by Foodback Real-time guest experience intelligence for theme parks, zoos, and attractions, providing live feedback visibility across multiple F&B outlets within a venue.
• Festivals by Foodback Live crowd intelligence platform for music and cultural festivals, enabling real-time fan feedback capture while the event is still in progress and feeding insight into operational decisions during the running event.
• Foodback Portal (Flexible Portal) Customer-facing digital portal accessible via QR code, featuring configurable components including banners, image galleries, carousels, text blocks, link buttons, social media links, and separators. Supports multiple image formats with drag-and-drop uploading and built-in cropping. Available as an add-on across all Foodback verticals.

Quantifiable outcome

• 444,000 feedbacks across 48 canteen units over nearly 6 years — monthly volume grew from ~500 to 12,000–14,000 at peak
• +8 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Scale indicators15 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Qualtrics: Enterprise experience management platform (now part of SAP) offering feedback collection, analytics, and AI-driven insights across customer, employee, and product experiences. Directly comparable to Foodback on the experience intelligence and analytics layer, though Qualtrics serves broader industries and operates at a far larger scale.
• Medallia: Enterprise customer experience management platform that captures and analyzes experience signals across multiple touchpoints. Medallia is the closest large-scale direct competitor to Foodback's in-moment feedback approach, though it operates at significantly larger scale and across broader industries than Foodback's foodservice-focused verticals.
• InMoment: Cloud-based customer experience optimization platform offering surveys, text analytics, and AI-powered insights. Comparable to Foodback in providing experience intelligence to multi-site operators, though it serves a broader industry base and emphasizes post-experience surveys alongside in-moment capture.
• Service Management Group (SMG): Customer experience measurement and analytics provider specializing in restaurants, retail, and consumer-facing industries. SMG is one of the closest direct competitors to Foodback given its vertical focus on foodservice chains and similar feedback-driven CX measurement offering.

Broad incumbents

• Trustpilot: Consumer review platform where customers post public feedback about businesses. Trustpilot is comparable to the post-experience feedback side of Foodback's category but represents the "review after the fact" model that Foodback positions itself against, rather than in-moment capture.
• Sprinklr: Unified customer experience management platform covering social, marketing, and customer service touchpoints. Sprinklr overlaps with Foodback on CX analytics and feedback but is a broader incumbent serving enterprise customers across many industries beyond foodservice.
• Podium: Customer interaction and reputation platform combining messaging, reviews, and feedback for local businesses. Podium is comparable to Foodback on customer feedback and review intelligence but operates as a broader incumbent in the local business customer engagement space.

Emerging players

• AskNicely: NPS and customer feedback platform focused on frontline service businesses. AskNicely overlaps with Foodback on the real-time feedback capture concept for multi-location operators but is more focused on NPS-style surveys than Foodback's point-of-service in-moment model.
• Birdeye: Customer experience and reputation management platform for multi-location businesses, offering surveys, reviews, and messaging. Birdeye is comparable to Foodback on the multi-site operator feedback and reputation layer, though it focuses more on public review aggregation than in-moment point-of-service capture.
• CustomerGauge: B2B-focused customer experience and Net Promoter Score platform serving account-based businesses. CustomerGauge is adjacent to Foodback on enterprise VoC and feedback analytics but emphasizes B2B account experience rather than Foodback's consumer-facing point-of-service focus.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/foodback-as
• Instagraminstagram.com/foodback
• Xx.com/foodbackcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Foodback