What FoodStorm does

FoodStorm is a B2B SaaS company that provides a cloud-based Order Management System purpose-built for grocery perimeter counters, including deli, bakery, floral, catering, and custom cake departments. Founded in 2007 in Melbourne, Australia as CaterXpress and rebranded to FoodStorm, the platform digitizes order management, in-store production management, and omnichannel customer ordering across multiple store locations and departments. Its core technology centers on an OMS that supports weighted-item pricing with final price reconciliation, real-time Department Orders routing to in-store kitchen display systems, holiday peak handling for 5x-20x volume surges, and omnichannel order capture spanning white-label e-commerce, self-service kiosks, in-store mobile, Instacart storefronts, Caper Cart, and traditional channels from a single backend. The product integrates with major grocery POS systems (NCR Storeline, Toshiba SurePOS ACE, RORC), Zebra devices, and the broader Instacart Enterprise ecosystem including Caper Cart, Storefront Pro, and the Instacart consumer App.

FoodStorm operates as a private subsidiary of Instacart following its 2021 acquisition, and serves grocery retailers globally across the US, UK, Australia, and New Zealand via CaterXpress Pty Ltd and CaterXpress USA Inc. The company makes money through recurring SaaS subscriptions priced on a quote basis tied to store count, departments, and features activated, distributed through direct enterprise field sales, an inside sales motion via Book-a-Demo web forms, and as the embedded OMS component of the Instacart Enterprise platform. Its customer base spans tier-1 national grocery chains (Albertsons, Giant Eagle, Sprouts, Food Lion, Ahold Delhaize banners), regional players (Roche Bros, Stew Leonard's, DeCicco&Sons, Harmons), and specialty/independent operators (Eataly, Fareway, Bi-Rite, Uncle Giuseppe's, Janssen's Market). Reported customer outcomes include 70% order increases for Stew Leonard's, 315% catering order growth for Roche Bros, and doubled sales for Uncle Giuseppe's managing nine locations from a single platform. FoodStorm operates with 11-50 employees from Berwick, Victoria, with customer support and sales functions integrated into Instacart's operating model.

Name

FoodStorm

Legal name

CaterXpress Pty Ltd

Website

https://foodstorm.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription for Order Management System: FoodStorm operates as a B2B SaaS company, charging grocery retailers a subscription fee for access to its Order Management System (OMS) platform. The platform is offered as a standalone product and is also distributed as part of the Instacart Enterprise platform. Pricing is quote-based and not publicly disclosed.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

FoodStorm provides a cloud-based Order Management System (OMS) purpose-built for grocery perimeter counters (deli, bakery, floral, catering, and custom cake departments). The platform digitizes order intake, in-store production management, and omnichannel customer ordering for grocery retailers, integrating with Instacart storefronts, Caper Carts, white-label e-commerce, and major grocery POS systems.

Product overview

FoodStorm is a unified Order Management System (OMS) designed specifically for grocery perimeter counter operations. The core platform digitizes order management, order production, and omnichannel customer ordering across deli, bakery, floral, catering, and custom cake departments. The product portfolio centers on the FoodStorm OMS as the foundational platform, with integrated modules including Omnichannel Customer Ordering (for multi-channel order capture), Kitchen Display System (KDS for production management), Reports & Data Insights (for analytics and business intelligence), Pickup Management (for fulfillment workflows), and CRM Features (for customer relationship management). Ordering channels supported include White Label E-Commerce, Self-Ordering Kiosk, In-Store Mobile Ordering, and Instacart Integrations. The system serves various use cases including Grocery Catering, Holiday Catering, Deli Ordering, Custom Cakes & Bakery Ordering, Floral, and Made-to-Order & Foodservice. Additional capabilities include Department Orders, Weighted Items functionality, and integrations with major grocery POS systems (NCR Storeline, Toshiba SurePOS ACE, RORC) and Instacart ecosystem products (Caper Cart, Instacart App, Storefront Pro).

Differentiator

Problem solved

Functional benefit

Products and services

• FoodStorm Order Management System (OMS) End-to-end cloud-based Order Management System that digitizes order intake, in-store production, and omnichannel customer ordering across deli, bakery, floral, catering, and custom cake departments for grocery retailers.
• White Label E-Commerce Fully branded e-commerce website solution allowing grocers to sell order-ahead and foodservice items online under their own brand identity.
• Self-Ordering Kiosk In-store tablet-based self-service ordering solution with branded interface, configurable menus, payment processing, and full FoodStorm backend integration for department-specific ordering.
• In-Store Mobile Ordering Mobile ordering capability allowing customers to place orders via mobile devices while in-store, with real-time order updates and notifications.
• Instacart Integrations Integration with Instacart's platform including the consumer App, Storefront Pro, and Caper Cart for additional ordering channels and seamless order management.

Quantifiable outcome

• 70% increase in orders for Stew Leonard's after going live with FoodStorm, with 15% order increase during first holiday season.
• +5 more outcomes

Named customers31 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature12 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• InstacartflagshipStrategic or Co-development Partner · 1 January 2021Instacart acquired FoodStorm in 2021, making it a subsidiary. FoodStorm powers the Order Management System (OMS) of the Instacart Enterprise platform, helping grocers manage order ahead and foodservice operations. This partnership provides FoodStorm with distribution to Instacart's extensive retail partner network while integrating deeply with Instacart's other enterprise tools including Caper Cart, Storefront Pro, and the Instacart App.
• NCR Voyix (Storeline)coreTechnology or IntegrationFoodStorm has developed a native integration with NCR Storeline, one of the leading grocery point-of-sale systems, enabling seamless payment processing and central reconciliation for grocery retailers using both platforms.
• Toshiba Commerce (SurePOS ACE)coreTechnology or IntegrationFoodStorm integrates with Toshiba SurePOS ACE point-of-sale system, enabling grocery retailers to streamline payment processing across in-store registers, self-checkout, and online ordering channels.
• RORCcoreTechnology or IntegrationFoodStorm integrates with RORC point-of-sale software, enabling grocery retailers to manage point-of-sale transactions and catering order reconciliation within a unified system.
• Caper AI (Instacart)coreTechnology or IntegrationFoodStorm integrates with Instacart's Caper Cart smart shopping cart, enabling in-store customers to order perimeter items (deli, bakery, made-to-order) directly from the cart while continuing to shop. Orders flow to FoodStorm's OMS for production and fulfillment.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Caterease: Caterease is a long-standing catering management software for caterers, grocers, and hospitality operators. It overlaps with FoodStorm on event ordering, menu management, and production reporting, though it is more general-purpose and less grocery-perimeter specialized.
• Galley Solutions: Galley Solutions provides catering management and production software to grocers, restaurants, and food service operators. It is one of FoodStorm's closest direct competitors in grocery catering workflow and recipe/production management, addressing similar buyers and use cases.
• CaterTrax: CaterTrax offers online catering and order management software specifically for grocery and retail foodservice. It directly competes with FoodStorm's OMS in the grocery catering niche, with overlapping features such as white-label e-commerce, holiday peak handling, and multi-store management.
• Curate: Curate is a catering and event order management platform serving grocery, retail, and hospitality clients. It competes with FoodStorm in white-label catering e-commerce, menu builders, and production workflows for grocers running in-store catering programs.

Broad incumbents

• Toast: Toast is a leading restaurant POS and management platform expanding into online ordering, kitchen display, and catering workflows. It is a broader incumbent whose catering module competes with FoodStorm in foodservice counter and catering order management.
• ezCater: ezCater is a leading corporate catering marketplace connecting workplaces with restaurants and caterers. While not a grocery OMS, it is adjacent in the catering technology space, often overlapping with grocery catering buyers and serving similar end-customers with broader scale.
• Olo: Olo is a public SaaS provider of digital ordering, dispatch, and guest engagement for restaurants. It overlaps with FoodStorm on omnichannel ordering infrastructure and enterprise restaurant/retail deployments, though it focuses on restaurants rather than grocery perimeter.
• SpotOn: SpotOn provides restaurant and retail POS, online ordering, and marketing software. Its online ordering and kitchen display capabilities overlap with FoodStorm's OMS modules, though SpotOn serves a broader restaurant base rather than specializing in grocery perimeter.

Emerging players

• ChowNow: ChowNow provides direct online ordering platforms for independent restaurants. While restaurant-focused, its commission-free ordering model and small-operator focus overlap with FoodStorm's white-label e-commerce and kiosk modules for independent grocers.

Others

• Blue Yonder: Blue Yonder (formerly JDA) provides supply chain, planning, and retail execution software used by large grocers. It is adjacent infrastructure software that grocery customers already run, and could expand into perimeter order management as a competitor or partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/user28587308
• LinkedInlinkedin.com/company/foodstorm
• Xx.com/FoodStorm

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 FoodStorm